Noche Especial is a beloved Mexican holiday tradition, but it needed an identity that could stand on its own within Modelo's already established holiday campaign. Our design solution created cohesion with the existing campaign through a shared visual language, while leveraging a product-specific red to drive eye-catching differentiation at shelf.
From a cultural standpoint, we wanted to honor Noche Especial's Mexican roots and seasonal significance, letting the design tell that story authentically. The result is an identity that feels familiar within the Modelo brand world, yet distinctly its own.
The direction came together through close collaboration with our team and the client, allowing us to move swiftly to a solution that works seamlessly within the Modelo portfolio while giving this new product the presence it deserves.
