Creating a brand whose identity connects with the youth market in an emerging and fun category was Viernes Agency’s mission for Talcual, a brand that was created from scratch.

The construction of a detailed and unique brand narrative gave origin to an intriguing naming and logo that later was materialized into a packaging design we can find today in hundreds of stores competing with large and popular brands within the hard seltzer industry.

Talcual is presented with simplicity, stripping away the ordinary with a shot of independence that makes you feel that just the way you are is fine. Out of this premise, the main element of the logotype and packaging was borned: turning upside down the second “a” in Talcual creating a statement.

“The market we are targeting finds in the brand what they are looking for in a hard seltzer drink, things like daring to be yourself, showing the world who you are and moving away from the conventional.” said Edgardo Gastélum, general director of Viernes Agency.

Viernes Agency’s designers carefully selected and combined colors alluding to the beverage flavors which, in contrast to the purity of white in the metallic packaging, is truly an invitation to young eyes and hearts eager for alternatives to the traditional. Since its launching, the target has gradually preferred the personality shown in the packaging design of Talcual over the big competitors already established in the market. A refreshing design made for a new brand in a new category.