Victoria is one of the top beers in Mexico but has less fanfare in the US. To celebrate the brand’s roots, we created the 2020 limited edition packaging around one of the most unique celebrations in the world, Día De Los Muertos. We worked with the Chicago based Upshot Agency to spotlight one of the holiday’s most iconic characters, the Catrina. We used the Catrina as a way to showcase the core belief of the holiday, that for one day the dead can cross to the world of the living and celebrate with their loved ones.
The Catrina and the set of illustrations were used across primary and secondary packaging, social and digital displays and featured an AR experience that allowed for consumers to engage further with the packaging. Illustrations were made on Adobe Photoshop and Adobe Illustrator.
Art direction by Gaba Gonzalez