Defining the Non-Alcoholic Category with Nada Chelada
Brand Overhaul, Product Collaboration, Branding, Packaging, Design, Photography, Clothing, Website, Social MediaAjnci partnered with Arriba Chelada and Athletic Brewing Co. to conceptualize, design, and launch Nada Chelada—the market's first true non-alcoholic, ready-to-drink michelada. By seamlessly blending Arriba’s rich cultural heritage with Athletic Brewing's clean, modern aesthetic, we orchestrated a comprehensive brand overhaul. This multi-faceted project spanned co-branding strategy, digital presence, and campaign storytelling, resulting in a highly craveable product that successfully validated an entirely new beverage category.
CHALLENGE
Arriba Chelada was entering a crucial phase of growth and needed a strategic overhaul to scale its retail and food service presence effectively. Concurrently, a unique collaboration opportunity arose with Athletic Brewing Company to co-create a non-alcoholic, ready-to-drink michelada, which meant defining a category that did not yet exist in the beverage space. The core challenge lay in carefully balancing two highly independent brand identities without letting one overshadow the other. We were tasked with designing a product that looked authentic, modern, and instantly craveable, while remaining visually distinct from the loud, flashy legacy competition dominating the savory mixer market.
RESULTS
The brand overhaul and the Nada Chelada launch were overwhelming successes, illustrating how Ajnci's strategic positioning can disrupt a legacy-dominated market. By leveraging our expertise in blending bicultural heritage with modern minimalism, Arriba achieved a staggering 127% year-over-year increase in sales, beating all brand budget expectations. Launched in late 2023, the Nada Chelada collaboration was an instant hit; it sold out entirely online and at retailers within weeks of its initial release, prompting a second production run that immediately sold out once again. Furthermore, our dual-channel strategy successfully utilized food service establishments to drive product trial, creating a powerful flywheel effect that translated directly into increased retail sales, successful fundraising, and long-term brand loyalty.
Arriba Chelada is a "better-for-you," bicultural beverage startup offering a modern twist on traditional mixer drinks by using authentic, clean ingredients like organic tomatoes and sea salt. Athletic Brewing Co. is a pioneering brand in the non-alcoholic craft beer space, dedicated to creating premium, zero-proof craft brews for modern adults.
APPROACH
DESIGN
To elevate Arriba's identity, we executed a comprehensive brand overhaul that emphasized its clean ingredients and cultural authenticity. We consolidated and unified all brand assets to guarantee consistent messaging across retail, food service, and digital channels, effectively positioning Arriba as a "branded house" capable of continuous innovation. Our creative design process involved gathering style guides and packaging templates from both partners to develop a unified visual language. We deeply explored textures, color cues, and cultural authenticity to bridge Arriba’s Aztec-inspired heritage with Athletic’s aesthetic, creating deliverables that stood out in both print and digital formats.
APPROACH
PACKAGING
We redesigned Arriba's core packaging for a distinctive, premium shelf presence. For the Nada Chelada collaboration, we developed a co-branded visual identity featuring a sleek black can with a recognizable reddish-orange "rim" accent at the top, directly inspired by the iconic Tajín and lime rim of a traditional michelada glass. This perfectly balanced the vibrant gradient flames of Arriba’s mark with Athletic Brewing’s minimalist typography.
APPROACH
WEBSITE & SOCIAL MEDIA
Recognizing that a strong digital presence is key to modern community building, we built a sleek, engaging website. This digital hub was designed to connect with Arriba's bicultural consumer base, visually showcase the new product lines, and serve as a seamless platform for direct-to-consumer online sales.
We developed a comprehensive suite of social media and digital campaign assets formatted for publishing across all major platforms. By crafting engaging taglines and visual storytelling around the concept of "The newest member of our familia," we successfully positioned Nada Chelada as a lifestyle choice and drove massive organic traction.
APPROACH
PHOTOGRAPHY
To ensure the product launch felt like a true lifestyle movement rather than just another collaboration drop, we directed and captured immersive lifestyle photography. These visual assets showcased authentic "Chelada moments," bringing the product to life in relatable, real-world settings ranging from energetic backyard tailgates to relaxed poolside gatherings.
