Jose Villacrez

Lima, Perú

Design: Jose Villacrez
Location: Peru
Project Type: Produced
Client: Mosto del Diablo
Product Launch Location: Peru
Packaging Contents: Craft Beer
Packaging Substrate / Materials: Paper
Printing Process: Digital printing

Mosto del Diablo is a craft brewery located in Lima, Peru. their labels are based on the unfolding story of how the demons came up with the perfect drink formula. It is called the devil’s herb because the demons wanted that liquid to create and obtain a beer that they could enjoy in the underworld.

The label design seeks to highlight the history and mythology of demons, building characters that represent different stages, such as religion, possession, and the infamous search of demons in search of the perfect concoction, to delight with it in hell.

Starting with Francisco, a religious friar who is in search of the perfect concoction.

Yuliam, a demon with the appearance of a beautiful woman, is in the human plane in search of the formula that Francisco.

Michael, an archangel who is in charge of looking after the good, born in the divine lands and of heaven, is in charge of protecting innocent souls.

Possessed is the closing of the story, where Yuliam finally possesses Francisco and manages to obtain the formula for the perfect concoction to take her to the underworld.

What’s Unique?
The challenge was to work illustrations for each character with a meaning and setting, which sought to attract the attention of customers and achieve empathy for any character presented. The goal of the design was to break common stereotypes in label development, to present visual art with purpose and background. Touching aspects such as mythology, history, religion, developing a story and creating a universe with enough possibilities to grow.