Chris Chapman

Most of the research went into understanding the category, and then deliberately avoiding its tropes.

Taste is hard to visualise, especially with a drink that many haven’t tried. But expressive type can be a shortcut to flavour.

The typefaces aren’t meant to sit quietly together – they overlap, they compete for space. It’s what gives the brand its fizz.

What I’m most proud of is how joyful the brand feels, and how confidently it steps outside category norms.

Overlapping the stickers in a way that threatens to obscure information was important to creating a contemporary feel

There were two main goals of the design: to communicate taste and to honour the spirit of the Madre.

By jostling vibrant colours and nostalgic typefaces together we were able to hint at the drinks’ lively taste.