Quetzalli Brewing Co
Quetzalli Brewing Co. is where a celebration of Hispanic culture meets curious new flavour combinations. Quetzalli’s flagship pale ale “Drag-on Me Around” is a dragon fruit and orange zest adventure which takes you on a journey to the home of the dragon fruit, Mexico.
Created for JDO 'JDORaw 2020' Competion
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Branding
The brand was created with Mexican heritage in mind. This brewpub takes the name ‘Quetzalli’, which originates from the Aztec Nahatl meaning for “precious feather”. The logo is inspired by the feathered serpent, Quetzalcoatl, the Aztec God of creation. As myth would have it, Quetzalcoatl created the world from desolate land. Inspired by this, Quetzalli’s “Drag-on Me Around” ,“Pretty Fly for a Cacti” and “Prickle My Fancy” heroes ingredients native to the barren Mexican desert.
From the company branding, to the packaging, to the product itself, I wanted this to be all about journey, uniqueness, and fun. The goal was to create a sense of adventure with a quippy and young tone of voice. Words like “taste journey” plays on the heritage of the brewpub while speaking to the adventurous flavours themselves. Each beer includes their own branded keyword; “Unique” for “Drag-on Me Around”, “Bizarre” for “Pretty Fly For a Cacti” and “Unusual” for “Prickle My Fancy”.
Advertising
The advertising locations are carefully selected for maximum impact and with the intention of playing along with the theme of 'Journey' and 'Adventure'. Bus stops, billboards, social media and Quetzalli's own movable shipping container pub, are all likely to be seen the most by the millennial market.
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