Desperados Exotiqa

•

The thrill of the unknown

We are thrilled to announce the launch of Exotiqa: a new range of alcoholic beverages created by fermenting fruit under the Desperados umbrella, that sets itself apart while remaining true to the essence of the beloved mother brand.

Exotiqa promises a sensory journey like no other. With its bold design and a tantalizing range of flavors, this new beverage invites consumers to embark on an exciting exploration of taste and indulge in the exhilaration of the unknown.

Looking beyond the archetypically Mexican references of Desperados itself, we wanted to give Exotiqa its own voice, an identity inspired by a broader latin american youth culture and a fresh take on traditional elements. A brand that’s evocative of the thrill of adventure and the pleasure of the unknown, embracing the novelty of the drink.

To give each one of the flavors its own distinctive character, we created a set of avatars, playful animalistic figurines that capture the essence of the distinctive tastes and show the ingredients in a novel integrated way.

The avatar sits at the heart of the packaging in an arched ‘shrine’ central to the packaging, with the desperados Exotiqa wordmark proudly on top. Completed with vernacular typefaces that evoke a somewhat traditional feel which is balanced out with a super-vibrant color theme for each one of the cans, perfectly harmonizing with the avatar it embodies.

Of course a brand is more than just packaging. Instead of merely translating the elements of the can, we looked further and were inspired by the maximalist yet gritty world of today's Latin American music scene, embracing the sweaty, visceral world of rave culture.

Rather than resorting to the beautiful overstylised beach parties employed too often in this category, we wanted to claim a space that felt more visceral and real. This led us to the south-american bodega, the place where we gather after the party or on the go.

The typical neon lighting often found in night shops strongly captures the vibrant mood of Exotiqa, making it the perfect finishing touch to the vibrant visual world we created for Desperados’ fledgling sister brand.