Inspired by the Desperados bottle and spontaneity of the product itself we expanded the Desperados universe with a bracingly new visual identity that dares a generation to break out of normal town, live by their own rules and embrace the WAY OF THE DESPERADOS.

To set the tone of WAY OF THE DESPERADOS we created a bespoke typographic language, and literally turned Desperados’ visual language upside down. Where some campaigns try to hide the pack-shot, we blew the bottle up, spun it around and placed it center stage.

At the heart of the integrated campaign is a series of print ads that give an artistic nod to punk-band posters and block party flyers. The print ads look like someone just took out their marker and drew straight onto the poster, which in a sense actually happened as we hand-drew over 80 different print headlines. At launch we had 14 different print executions, 7 product focused and 7 lifestyle focused, in different languages.

The product prints are an explosion of Desperados’ bright primary colors, while the campaign’s lifestyle ads, centered on Cheryl Dunn’s street-style black and white photography, celebrate unconventional people being comfortable in their own skin.

Desperados is not your normal beer. It’s tequila-flavored beer. And as such, it’s a brand that exists to inspire consumers to get out of normal town, live by their own rules, and shake things up. To choose the WAY OF THE DESPERADOS. For they make life more interesting. And we need more of them.