Client: Monster Brewing Co. | Agency: Monster Brewing Co. | Market: North America
Credits: Photography Joe Mellentine, Selected Illustrations: Shawn McGowan
NEW PRODUCT DEVELOPMENT | BRAND IDENTITY DESIGN | PACKAGING DESIGN

Bringing together the bold spirit of lucha libre and the refreshment of classic micheladas, Michi is a beverage brand I developed from the ground up - from brand world-building to illustration, packaging, and rollout. Each flavor stars its own masked character, inspired by the color and mythology of Mexican wrestling posters, creating a flexible system for future line extensions. Michi launched nationally with a suite of playful, collectible designs - inviting drinkers to choose their fighter and discover something new with every can.

The Luchadors went through various stages of style during development. Eventually we settled on a traditional comic book design, but early on they were a gritty almost post-apocalyptic indie style. Though the line is currently two flavours, characters with costume and backstory have been developed for 9 potential flavours.

Throughout the process, we refined the balance between traditional comic book heroics and authentic lucha libre culture, ensuring the brand’s energy felt both fresh and rooted in tradition. In addition to the character illustrations used for marketing materials, the cans have simplified mask icons, which switch around for each flavour. The characters also change which way they’re looking on each can, telling the story of their conflicts in the ring