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Modelo® Chelada

Fresh flavors call for fresh communications.

Modelo® is the hottest beer brand in America right now and their Modelo® Chelada line is on ﬁre. Modelo’s take on the classic michelada introduces a unique blend of fresh, sweet and spicy ﬂavors. Our work was to convey each of the unique ﬂavors via the color way and custom ﬂavor name. We started with an exploration of Mexican art and illustration and soon we created an entire alphabet of custom lettering.

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Modelo® Chelada

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Proud of its Mexican heritage and “for those with a ﬁghting spirit”, Modelo® introduced their take on a famous and distinctively Mexican beer cocktail. Working side by side with their team on expressing the unique ﬂavors, we learned how important the heritage of the brand needed to be in our process.

We started by studying Mexican art, graffiti and different cultural expressions to understand the primary consumer. We landed at simple, “hand-drawn” lettering that created random, yet cohesive variations within the product lineup. As for the ﬂavor icons, we diligently worked to seamlessly incorporate them into the letter forms with the just the right balance of size and impact to convey the essence of the ﬂavor. Some more sweet, some more spicy.

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Client:
Constellation Brands

Expertise:

What we learned:
Hand lettering can lead to some really interesting discoveries. A cohesive randomness can be achieved.