¡Ay Carajo!

When ideating for ¡Ay Carajo!, the only constraint was designing a bottle—which meant the creative possibilities were endless. Rather than focusing solely on packaging, I approached the project as a full brand system. My goal was to create a mezcal brand that speaks directly to a Gen Z and millennial audience: people drawn to nightlife, humor, and bold self-expression, while still expecting a product that feels high-quality and intentional.

This audience is naturally attracted to bright colors, unconventional design, and visuals that feel energetic and slightly chaotic. While exploring visual references, Peruvian chicha poster art stood out as the strongest influence. Its use of neon color palettes, expressive hand-drawn typography, and color-blocked hierarchy perfectly aligned with the loud, late-night energy I wanted the brand to embody.

The name ¡Ay Carajo! emerged naturally from this direction. In Spanish, it’s an expressive exclamation—loosely translating to “oh hell!” or “oh damn!”—often used to convey shock, excitement, or intensity. The word carajo itself references hell and rebellion, as heard in the phrase “vete pa’ carajo” (“go to hell”). This language inspired the creation of the devil mascot: a playful, mischievous character who tempts, persuades, and embodies the brand’s chaotic personality.

Choosing mezcal as the spirit was equally intentional. Mezcal’s Latin roots and naturally smoky flavor pair conceptually with the brand’s fiery attitude. Smoke becomes both a literal and symbolic element—connecting the product to the tagline “Born in Smoke, Raised in Hell.” Together, the name, mascot, visual language, and flavor profile form a cohesive identity that celebrates heat, rebellion, and unforgettable nights.