Pepe Luis Can Design
A small independent brewery approached me to develop the packaging for Pepe Luis, a Mexican lager created as a tribute to the fathers, mentors, and father figures who help shape our lives.
The project began with an initial concept sketch and creative direction from the brewer, who wanted to capture the timeless character of classic Mexican beer labels.
After several rounds of exploration, it became clear that while the designs met the original brief, they weren’t fully capturing the vision the client had in mind.
Through continued collaboration and refinement, I shifted the creative approach toward a more understated, heritage-inspired aesthetic that embraced the simplicity and authenticity of vintage beer packaging. The final label delivered a design that felt both nostalgic and distinctive while perfectly reflecting the story behind the brand.