The Rex

In response to the growing popularity of bespoke mixology, we have created “The Rex”, an RTD brand that aims to elevate the drinking experience for young adults born in the ‘90s. Hedonistic and nostalgic, this generation is now fully grown, and the brand aims to represent one of its most prominent subcultures: gamers.

With an exciting and contemporary personality, the brand’s attributes and characteristics help to cement its style, generating the coherence necessary to shape all the tools of its visual system.

The design is created through a language that aims to communicate the defined concept, where video game aesthetics acquire differentiation and consistency.

With an associative name, conveying uniqueness and distinction, digitalization is incorporated throughout the entire proposal. The logo is made up of a bitmap inspired by the Grotesk and Serif typefaces, intertwined with a manuscript “E”, which generates contrast due to its lack of rigidity and marked modulation, providing an allusion to artisanal cocktails.

The image of the T-Rex, leveraging the hero archetype, is crowned as the unquestioned king with the same visual coherence and attention to detail as the logo.

In turn, the essence of the design and its complements create a challenging and bold “landscape” for color development, aiming to distinguish the brand through the use of jade with darker green and white accents. Suggestively, we have used a cylindrical bottle with a long neck and wide shoulders, atop a thick glass base that gives the sense that the liquid is resting inside.