El Moderno

In Mexico, lucha libre goes far beyond the ring. Its larger-than-life characters, vibrant colours and iconic street posters have become part of a visual language deeply connected to the country’s cultural identity.

EL MODERNO takes that world into unexpected territory: a bourbon collection built around its own luchador. A character created not simply to appear on a label, but to give the collection a face, a personality and a story of its own. Because being loud, direct and unapologetically expressive can make a powerful impression.

The design takes inspiration from the raw energy of Mexican street posters, where bold typography, contrasting colours and expressive compositions compete for attention. But rather than treating graphics as something applied to a surface, EL MODERNO explores the relationship between identity and object.

The labels appear almost pasted onto the bottles, like posters on a city wall, while the distinctive geometry of the glass creates unexpected spaces for the identity to extend. Graphics and form work together, turning the bottle itself into an essential part of the visual language.

Yellow Corn and Criollo Corn introduce two expressions of EL MODERNO, each with its own personality yet both belong to the same unmistakable universe. Seen together in the ring, the bottles take that world one step further, turning the way they are presented into part of the concept itself.

EL MODERNO is part of SN/Boundary, a creative initiative by SERIESNEMO conceived to explore beyond conventional briefs, challenge established codes and push the expressive territories of packaging further.

Bold, expressive and deliberately theatrical, EL MODERNO reflects that ambition. Because packaging can do more than communicate what is inside. It can create a character, build a world and make people want to step into it.

Project: EL MODERNO
Design Studio: SERIESNEMO
Creative Initiative: SN/Boundary
Creative Direction & Packaging Design: SERIESNEMO