In developing the new Campo Azul MIX line of alcoholic beverages, the strategic and creative decision was made to create a graphic system that proudly spoke of our roots, but with a modern and disruptive visual language. The objective was clear: to connect with new generations through a refreshing, innovative product with a strong sense of visual identity.

The design proposal was based on Mexican alebrijes, traditional folk art figures that combine elements of different fantastical animals, usually with bodies covered in detailed patterns and vibrant colors. The alebrijes represent dreams, spirituality, and transformation, qualities that perfectly complement the hybrid and versatile nature of this new line of beverages.

Each Campo Azul MIX flavor (Red Fruits, Spicy Dove and Pineapple, Mineral) was associated with a different endemic animal, illustrated exclusively for this project. The illustrations are not generic alebrijes; each was carefully constructed by a designer using a distinctive technique, based on geometric lines, symmetries, and a composition that combines the artisanal with the contemporary. The figure of each alebrije envelops the can like a modern totem, creating an immediate and memorable visual impact.

The word “MIX” runs vertically through the composition with a solid typography that contrasts with the fine details of the alebrije, creating a balance between structure and ornamentation. This typographic play creates brand identity and unity among the different flavors. The matte white background of the can allows each color to stand out clearly, while the print texture simulates the effect of cold, reinforcing the product’s promise of freshness.

The result is a series of labels that not only serve the function of identifying flavors, but also tell a story of reinterpreted cultural heritage. The fusion of tradition and contemporary design makes Campo Azul MIX a product with high graphic value within the RTD (Ready-to-Drink) segment, standing out on the shelf and generating an emotional connection with the consumer.

The project was developed through close collaboration between the brand and the creative team, with attention to detail from conceptualization to final artwork for printing, while respecting Campo Azul’s brand values ​​of quality and innovation.