Día de los Muertos
In 1925, Modelo started brewing beer for the people of Mexico. Their legacy continues in the United States while still holding true to their roots. Golden in colour, this beer is full of heritage and heart, so we’re honoured that Fluid’s first collaboration with the cerveza connoisseurs is a style guide celebrating Día de los Muertos – the Day of the Dead. It’s a 4000 year old Mexican tradition which honours the dead by celebrating life, where people pay homage to their deceased family and friends through beautiful ofrendas and rejoicing.
Modelo called upon our Licensing team to create artwork inspired by this ancient holiday, for their drinkers worldwide to ‘raise one’ in honour of their loved ones. We created two stylised routes exploring the symbolic Día de los Muertos iconography of marigolds, colourful skulls and candles, together with the iconic Modelo bottle silhouette. Focusing on the brand’s connection with traditional customs and modern celebrations, we designed the guides to offer something for everybody across adult consumers interested in mass specialty products.
