BRANDING
Identity & Packaging for Sagrada Michelada pulls energy from the busy markets and hand-painted murals by Flov
Sagrada Michelada isn't a mixer sitting quietly on a shelf. It's an invitation to a street party in a bottle, built to turn any beer into a loud, zesty fiesta, one shake at a time.
Flov’s identity pulls its energy straight from the street. Busy markets, hand-painted murals, signage no one ever called “designed.” Instead of the clean, safe language most beverage brands default to, the brand leans into rawness.
Textures feel touched by hand. Colors don’t ask for attention, they take it. At the center stands a jaguar, pulled from pre-Columbian mythology, guarding every bottle as a mark of strength and heritage. Not decoration. The brand's soul made visible.
The goal was never to blend into the beverage aisle. It was to make it impossible to walk past.
Flov’s identity pulls its energy straight from the street. Busy markets, hand-painted murals, signage no one ever called “designed.” Instead of the clean, safe language most beverage brands default to, the brand leans into rawness.
Textures feel touched by hand. Colors don’t ask for attention, they take it. At the center stands a jaguar, pulled from pre-Columbian mythology, guarding every bottle as a mark of strength and heritage. Not decoration. The brand's soul made visible.
The goal was never to blend into the beverage aisle. It was to make it impossible to walk past.
The studio's biggest challenge was that the michelada mix category plays it safe. Clean labels, muted colors, a tone that apologizes for being a bar shortcut instead of owning it. The brief was to break that pattern completely: build a brand that feels like a party, not a product.
Flov built the new identity around three references: the chaos of street markets, the texture of hand-painted murals, and the raw honesty of signage never meant to be designed.
On top of that, the team decided to create a jaguar rooted in pre-Columbian mythology to give the brand its emotional core. Every choice had to feel like a real Mexican street corner, not a boardroom’s idea of one.
Sagrada Michelada now reads as bold, textured, and rooted in culture, not costume. It earns real shelf presence and a story worth telling beyond the label.
Flov built the new identity around three references: the chaos of street markets, the texture of hand-painted murals, and the raw honesty of signage never meant to be designed.
On top of that, the team decided to create a jaguar rooted in pre-Columbian mythology to give the brand its emotional core. Every choice had to feel like a real Mexican street corner, not a boardroom’s idea of one.
Sagrada Michelada now reads as bold, textured, and rooted in culture, not costume. It earns real shelf presence and a story worth telling beyond the label.
ABOUT FLOV
Flov is a branding and packaging studio from Wrocław. Since 2008, they’ve built identities for spirits, craft beer, food and premium lifestyle brands across Europe and the US. They are a small, interdisciplinary team that treats strategy and craft as one process - from positioning and naming, through visual identity and brand systems, to packaging that has to sell on a crowded shelf.
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The Design Blog
We highlight and uplift interesting works, ideas, and voices within the creative industry, ranging from graphic design and branding to art, interior, product design, digital and web experiences.
The Design Blog
We highlight and uplift interesting works, ideas, and voices within the creative industry, ranging from graphic design and branding to art, interior, product design, digital, and web experiences.