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We were asked to help develop a brand of Mexican beers but made in the USA to compete with the monopoly of Constellation beer brands. (The name had already been chosen)

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A problem is an opportunity
for you to do your best.

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.



Smart solutions in
full system design.

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.



When you're committed to something,
you accept no excuses, only results.

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

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