We hoped to achieve an authentic and wholly new take on a US-based + Mexican beer brand. We needed to repurpose and evolve the existing mark and build a design system to apply to packaging, taprooms, web, and more.
We started out great! Really aligned on positioning and art direction. We brought in one of the best designers, Josh Ariza, to handle the art direction and initial comps for Chihuahua.
And we were really happy with the results and we thought they were too . . . until they weren't.
We got fired🔥. Not the 'result' we were looking for. We still don't totally know why exactly. We are partial to our designs and positioning. But I guess they thought a different approach was necessary. Just like Kenny Rogers always said, "You gotta know when to hold'em, know when to fold'em."
You can check out a new iteration they have going on and you be the judge 😉!
Also, Check out all of Josh's fine work