Primos, a new Mexican Lager, aimed to develop a branding system inspired by gorgeous beer labels of the past and a love of hand-painted signs. The resulting design effectively captures these elements by blending vintage influences with modern touches.

We spoke with Sam O’Brien, owner and designer of SAMPLE, about their latest project.

What was the client’s brief for this project?
Create a brand and package design for our new Mexican Lager, Primos. The client liked the idea of pulling inspiration from old Mexican beer labels, sign painting in Mercados and Mexico’s colorful history and culture.