A “slow” Mexican-style beer

Background
The current Russian market presents a unique opportunity for new beverage brands due to the exit of competitors like Corona Extra. This withdrawal opens the door for emerging players to establish themselves within the Mexican-inspired drink segment. Ochakovo, a prominent local beverage producer renowned for its innovative flavors and experimental approach, stepped into this scene by launching a new product called Despacito. This light lager features refreshing citrus notes paired with a subtle herbal bitterness, aiming to stand out with a distinctive flavor profile. The brand development and packaging design were entrusted to UPRISE, a creative agency specialized in branding.

Challenge
The main challenge was to create a packaging and visual identity that would be instantly recognizable and strongly evoke the warmth, sunshine, and vibrant spirit of Mexico. The design needed to stand out on the shelves and capture the attention of consumers seeking an authentic experience and a taste of sunny Mexico.

Solution
The UPRISE team devised a striking visual concept incorporating traditional Mexican colors, decorative motifs, and native fauna. Bright, eye-catching fonts were used to emphasize the brand’s originality and youthful energy. The overall aesthetic draws inspiration from Mexican festivals and carnivals, evoking a lively, sunny atmosphere. This colorful, festive style is not only visually appealing but also memorable, helping Despacito carve out a distinct niche. The vibrant look successfully attracts customers interested in trying something fresh, authentic, and full of character, reinforcing the brand’s connection to the lively Mexican spirit.