5 RABBIT CERVECERIA
VISUAL IDENTITY, PACKAGING, APPAREL, CASE STUDY
Named after one of the Aztec Gods of Drunkenness, 5 Rabbit Cerveceria is the first Latin-based brewery in the United States. Their beers are based on Aztec culture, and are infused with ancho chili, piloncillo cane sugar, and other Latin flavors. They are also named to coincide with the Aztec calendar.
SO WHAT’S WRONG?
5 Rabbit finds itself trying to compete in a market that is saturated with various kinds of brews and flavors, each trying to get the attention of the consumer. Through thorough research, I found that 5 Rabbit has always wanted a “modern” look, in an effort to stand out from the typically ornate designs. Their current logo reflects this to an extent, but it does not do it in a way that is visually appealing, or effective. Their current visual system also doesn’t effectively reference the culture on which their beers are based.
I wanted to try to find a way to keep the image of the rabbit within the logo, or at the very least, strongly reference it. This brand name is based on an Aztec god, so it is important to stay true to that.
Through many stages of sketching, I was able to provide a logo that is clean and modern, while referencing Aztec culture through the use of shapes and colors. It was also very important for me to find a way to turn this mark into a visual system that they could use on their packaging, bottles, merch, etc.