Santería is a craft beer company from Mexico. When they reached out to us, they wanted a product that could position itself in an oversaturated market. Even though they only used the best imported materials for their beer, that wasn’t enough to compete in a consumer’s market that was uneducated about product quality and focused on experiential and esthetically pleasing brands.
With this challenge at hand, we created the concept, name and identity for the Santería inspired in xamanic culture form Mexico as a reference for “brewing beers as potions”. The identity shows elements that give it a mystical, esoteric look and feel with a unique handmade typeface.
The main focus while creating the labels was to find a visually appealing brand that stood out form its competitors in the POPs.
