Heladas is a new craft beer that is owned by first generation Mexican American, and is located in San Diego, California. Heladas is focused on bridging the gap between an already existing saturated craft beer market and the millennial hispanic community. This brewery needed a new packaging to appeal more to the hispanic beer consumer. Staying close to already known flavors, this craft beer helps drinkers navigate through different beer styles, and encourage experimentation with more local and interesting flavors.
Heladas is staying close to Hispanic/European beers in order to maintain that positive Hispanic beer experience. Using stylized sugar skulls as the main illustration, representing the hispanic culture of Dia de los muertos. Illustration inside the skull to represent life, and guidance. Typefaces used in the design are Voltage, and Roboto Black. Food pairings on the back of the can were also used to provide guidance on the product.