AY CARAY: Tequila-Spiked Aguas Frescas

Ay Caray is a modern twist on traditional Mexican aguas frescas, crafted for adults and inspired by the vibrant world of Lucha Libre. The brand reimagines a beloved cultural beverage by infusing it with tequila and packaging it in slim, contemporary cans. Every design decision, from the logo to the visual style, reflects the larger-than-life energy of Mexican wrestling culture.

Brand Identity

Ay Caray’s brand personality is energetic, unique, theatrical, and full of attitude. Inspired by the expressive flair of Lucha Libre performances, masks, and promotional posters, the visual identity blends exaggerated shapes, bright contrasting colors, and expressive typography. The name “Ay Caray” is a playful expression commonly used across Mexico to react to something surprising or intense, perfectly aligning with the dramatic, high-energy persona of the brand and highlighting its Spanglish vibe.

The logo was inspired by championship belts and incorporates motifs seen throughout many of the most popular luchador masks. The placement of the logo on the slim can was an intentional decision that mirrors the position of a championship belt on a luchador, almost as if the can itself were a wrestler.

The color palette draws inspiration from bold performances and amplifies the brand’s intensity, embracing the vivid hues found in lucha arenas and promotional signage.

The label design features bold color combinations and intentionally selected typefaces for each flavor profile. Each flavor includes a different legendary luchador and a short story highlighting their achievements, giving every can a distinct personality and turning the product line into a collectible series. Additional touches include an interactive QR code and custom pull tabs corresponding to each flavor.

Brand Concept

Ay Caray transforms traditional aguas frescas into a spirited adult beverage by pairing familiar Mexican flavors with tequila. The concept merges cultural nostalgia with modern convenience, offering a drink that feels rooted in tradition yet ready for today’s social moments. The brand celebrates the theatricality of Lucha Libre not as a gimmick but as a symbol of cultural pride, performance, and shared family moments.

This combination of flavor and storytelling invites consumers to experience something playful, memorable, and unmistakably Mexican. The slim can format adds a sleek, contemporary touch while keeping the vivid colors and masked legends in the spotlight.

The Experience

Ay Caray delivers a drinking experience that is celebratory, fun, and culturally expressive. From the lively visual identity to the refreshing, tequila-infused flavors, every detail is designed to spark excitement. The experience reflects the communal energy of Lucha Libre, where friends, family, and strangers come together to cheer, laugh, and connect. Ay Caray captures that same essence, a drink that brings people together through bold flavor, striking design, and a strong sense of cultural identity.

The brand invites adults to be the campeón of any fiesta while also encouraging them to por favor drink responsibly.