Lucha Brewing Company

Concept beverage design in homage to Lucha Libre (Mexican free-style wrestling), Lucha Brewing Company produces craft beer that is flavorful and unexpected.

Branding, Logo Design, Packaging Design, Digital Illustration

Challenge: Build consistent brand identity through logo design and packaging design.

flavor that packs a punch

The creative engines started turning instantly with this fun brand identity. Preliminary research on the history and style of Lucha Libre, as well as industry research on beverage can layout design and craft beer branding proved a fruitful place to begin.

Project Gallery

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Project Gallery ☆

Mood Board

Industry and competitive research helped define the brand uniquely. The brand possessed potential for a special connection through cultural design. The mood board defined color, style, and tone.

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Sketches

Initial exploration stuck close to the Lucha legends of old, with mask designs similar to the original that the wrestlers wore.

Digital Renders

The logo brought strong personality and brand identity. Designing the Lucha Brewing packaging relied upon trial and error. Early versions of the designs looked to direct the overall design in a Latin cultural style.

refinement & application

Moving forward towards a more cohesive look, Neutron craft beer was added to the beverages. When refining the can designs, the important information needed to be visible and create a systematic layout for the labels.

The designs sprung into action when applied to the cans

Outcome & Reflection

Giving the brand a personality while keeping check with simple layout design really pushed this project far. Expansion to it can be easily done with the visual system that has been designed across these flavors.