¡Ay Carajo!
¡Ay Carajo! is a high-energy mezcal brand designed for the vibrant, late-night party crowd, brought to life through chicha poster aesthetics, neon gradients, and expressive typography. The mischievous devil mascot and tagline “Born in Smoke, Raised in Hell” communicate mezcal’s smoky roots and rebellious attitude. This project explores how cultural visual language and bold design can shape a modern alcohol brand that embodies chaos, heat, and unforgettable nights.
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Breathe new life into the late-night mezcal market by disrupting the category’s predictable aesthetic of monochromatic, high-end minimalism.
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Targeting a Gen Z and millennial nightlife crowd, the system reverse-engineers high-contrast street art and linguistic roots of rebellion to anchor the design in physical product truth.
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A vibrant, rebellious identity built on chicha poster aesthetics, neon gradients, and a mischievous devil mascot that trades traditional pretense for raw, playful energy.
Package Design, Illustration, Branding
Awards : Featured in TCU’s Society of Creative Excellence Exhibition 2025, AAF Fort Worth: Crystal Award
