The job market out there is tough. Rent is through the roof (pun very much intended). And a single bell pepper is costing me $3 CAD. That is insane. These times are insane. So as a little exercise, that keeps my skills sharp and makes me chuckle, I decided to turn these problems into one of the most popular beverages out there. Inviting people to "pick their poison".

Creative Direction, Art Direction, Copywriting, Graphic Design, Animations + Video Editing: Rodolfo Claros Berlioz

Logo

One of the most noticeable trends I've seen in recent years has been Art Nouveau-inspired typefaces. They're gorgeous. But I keep seeing them used lackadaisically. They rarely speak to the brand they rep. 

For this project, staying true to its satirical intent, I wanted to flirt with this trend and the wilting side of Art Nouveau. I wanted to craft an exact moment of decay. Think of the bottom of that wrinkled bell pepper that's been sitting out for about a week, that was the movement I tried to reflect.

And yeah, I do like bell peppers a lot.

Colors

Think 90's TMNT vomit, curdled blood, and cartoonish depictions of necrosis. That was my goal. Obviously this inspiration is not adequate for a proper food and beverage brand, but perfect for a made-up brand that's trying to sell a vibe. And undoubtedly, these are colors that work well together and follow color theory fundamentals.

Sad Mark

I'm a sucker for brand marks. And for this brand, I needed something that depicted the exact moment when you lose hope and your wounded soul lets out an audible sigh. And if you take a good look at the logotype, you'll see it floating just above the letter blobs.

ANOTHER NATURALLY SWEETNED SELZTER TO WASH DOWN THIS MESS • MHM, THERE ARE A BUNCH OF SELTZERS NOW • YES, PEOPLE ACTUALLY LIKE THEM. JUST... TRY IT ALREADY.

Labels

Housing Crisis

Lime

As a proud Latino, my love for limes knows no limit. So a lime-flavored drink was an absolute must. This loud colour just had to be paired with the latest thing to sound deafening alarms in my head.

High Cost of Living

Tangerine

The tangy and sharp notes of a tangerine seemed like an ideal partner for the stabbing pain that comes with living in an expensive city like Toronto. 

Ongoing Deforestation

Hibiscus Tea

Hibiscus tea stands firmly on the second step of the LatAm flavour podium I hold dear. A floral profile that comically represents one of the biggest problems faced all over the world.

Generative Bots 

Black Cherry

Not gonna lie, this is an odd pairing. But I do like black cherries, especially in gelato. And It's one of those crowd-pleasing flavours. And I really despise generative AI. So, consider these two the "dark horse" additions to your rec dodgeball team that miraculously take you to the final.

WE WANT YOUR $, BUT WE WON'T LIE TO YOU ABOUT THE STATE OF THINGS. HERE'S TO SURVIVING THIS MADNESS.

"Not Crazy" Campaign

Yes. "Not Crazy" and "Unwell". Together they kind of sound like the Matchbox Twenty song. I know. Absolute banger. And no, the name of this whole thing wasn't inspired by that song. But yes. I did listen to it a few times while working on this.

Crazy, Whiny, Lazy are just some of the many labels we've heard coming from Boomers. We're not crazy or lazy. We're struggling to stay afloat while the ship sinks after the Boomers rammed it against an unmissable iceberg.

Smiling Through the (cam)Pain

Picture that typical weekend scene where a few friends got together for a drink. After a brave soul declaims an opinion, we usually get the next person's two cents. And like Simba being lifted at Pride Rock, the other person says "It's_______ for me".  By taking that phrase, pairing it with the over-used joyful stock person portrait, and then stuffing all that with the only bond GenX, Millenials, and GenZ have (sarcasm), we get the Smiling Through the Pain campaign.

This project was a blast. It felt great to be comically honest. Creating a strong foundation for a project and feeling it develop naturally in my head, no generative nonsense suggestions or defenders, that is the sweet spot where applied arts and visual arts come together. I'm definitely looking to make more projects that push my limits. But for now, I'll enjoy some much-needed R&R in Madrid. Hope you enjoyed this project as much as I enjoyed making it!