Intro
Stylized sugar skull with sunglasses, swirly patterns, and a diamond design on forehead.

Culture into a Can: Defining the Non-Alcoholic Category with Nada Chelada

Packaging
DESIGN
Photography
CLOTHING
Website
Social Media
Overview

Don't Quit! partnered with our agency to unify its brand identity, launch its new 12oz single-serve 'MAX' product in the Southern California test market, and deeply connect with a multi-generational audience. Through a cohesive logo evolution, the creation of a purpose-driven apparel line, and highly targeted digital and retail activations, we successfully positioned Don't Quit! to stand out against legacy competitors.

CHALLENGE

The active nutrition market is fiercely competitive and heavily dominated by legacy brands known as 'The Big 4.' To aggressively scale, Don't Quit! needed to expand its reach from grocery aisles into single-serve, cold availability channels such as convenience stores and pharmacies. Visually, the brand was struggling with a broad array of logo variations that lacked the cohesive, modern appeal required to resonate across digital platforms and merchandise.

RESULTS

The strategic overhaul successfully positioned Don't Quit! MAX as a disruptive, clean-label alternative in the fast-growing protein segment, differentiating the brand by eliminating artificial sweeteners, soy, and wheat. Our financial modeling and execution of the pricing strategy secured a projected 37% gross margin per physical case for the brand. Furthermore, the brand leveraged the apparel collections and their ties to cause-based marketing to generate earned media, driving awareness efficiently and building deep cultural salience with target consumers.

Four-pack of Max Protein Chocolate Donut flavor protein shakes in carton packaging with white caps, featuring product information and nutritional details.

Don't Quit! Nutrition — Led by fitness icon 'Body by Jake' Jake Steinfeld, Don't Quit! is a purpose-driven lifestyle brand providing active consumers with clean-label, complete nutrition shakes packed with 33 grams of protein and 26 essential vitamins and minerals

Five bottles of Arriba Chelada tomato cocktail drinks with various flavors like Spicy Clam, Clam, Spicy Mango, Shrimp, and Spicy Shrimp, lined up in a row.

PACKAGING

MacBook Pro displaying a website for ARRIBA and Athletic Brewing Co.'s Chelada Nada, featuring a can and a glass of the drink with text announcing its fall return.

WEBSITE

Poster for Día de los Muertos celebration on November 1st, featuring "Eat Drink Arriba" with details about micheladas, prizes, contests, and a website link.
Día de los Muertos event poster on a smartphone screen. Features a stylized skull with a geometric pattern, text reading "Eat Drink Arriba," event details include October 30, 4-9 PM, 93 E Green St, Pasadena, costumes encouraged, with a website link eatdrinkarriba.com.

SOCIAL MEDIA

DESIGN

Close-up of a person holding a can of Athletic Brewing Co. Chelada, wearing a colorful orange and pink garment.

PHOTOGRAPHY

Black t-shirt with a stylized skull graphic featuring flames in the eyes on the front, and the word 'ARRIBA' on the back.

CLOTHING

Transforming a Bicultural Beverage into a Branded House

    1. Legacy Competition: Compete with entrenched players like Clamato by offering superior, health-conscious ingredients.

    2. Expanding Usage Occasions: Drive product trial and loyalty through new product lines and channels, including food service and retail.

    3. Unified Brand Identity: Consolidate fragmented brand assets and develop a cohesive brand architecture to support future growth.

    4. Scaling Growth: Develop a strategy to attract funding, increase customer lifetime value, and reduce customer acquisition costs.

  • Comprehensive Brand Overhaul

        •    Packaging & Logo Design: Redesigned packaging to emphasize better-for-you attributes and cultural authenticity, creating a distinctive shelf presence.

        •    Website & Apparel: Built a modern, engaging website and branded merchandise to deepen emotional connections with customers.

        •    Asset Consolidation: Unified all brand assets for consistent messaging across retail, food service, and digital channels.

    New Product Development

        •     Fresquita Agua Fresca Line: Launched a carbonated agua fresca line to compete with Jarriots and increase consumption occasions.

        •    Nada Chelada Collaboration: Partnered with Athletic Brewing Company to launch Nada Chelada, a zero-proof Michelada—the first of its kind—which sold out online and at retailers shortly after launch.

    Channel Expansion

        •    Focused on food service as a trial-driving mechanism for retail, creating a product flywheel effect that increased brand engagement and built loyalty.

        •    Expanded presence in food service establishments to enhance brand visibility and trial among new customers.

    Fundraising and Strategic Growth

        •    Crafted a compelling brand story and investor pitch that emphasized cultural relevance and category disruption.

        •    Helped raise new funds that supported product launches and marketing efforts, leading to a 127% increase in sales and surpassing budget expectations.

  • Sales Growth: Achieved a 127% year-over-year increase in sales, beating all brand budget expectations.

    Category Expansion: Successfully positioned Arriba Chilada as a culturally relevant, better-for-you competitor to Clamato and expanded the brand into new usage occasions with Fresquita.

    Partnership Success: The Nada Chelada collaboration with Athletic Brewing Company sold out online and gained rapid adoption in retail channels.

    Brand Loyalty: Built a branded house under the Arriba umbrella, creating a multi-product strategy that increased customer lifetime value while reducing acquisition costs.

    Retail & Food Service Presence: Established a dual-channel strategy that drove trial in food service, translating to increased retail sales and customer loyalty.

Arriba Chilada’s transformation into a branded house of culturally relevant products showcases the power of strategic brand building and innovation. By blending better-for-you ingredients with a deep cultural affinity and expanding usage occasions, the brand has set a new standard in the beverage industry. The partnership with AJNCI proved instrumental in crafting a cohesive strategy, designing compelling assets, and driving remarkable growth for the brand.

Arriba Chelada, a “better-for-you” beverage startup, was entering its next phase of growth, aiming to scale its retail and food service presence. The brand’s unique positioning combined Hispanic cultural heritage with a modern twist on traditional mixer drinks, appealing to bicultural families and the Hispanic market. However, the brand needed a strategic overhaul to prepare for this ambitious expansion.

PACKAGING

Packaging
Five bottles of Arriba Chelada flavored drinks with different labels: spicy clam, clam, spicy mango, shrimp, and spicy shrimp, lined up in a row.
Five bottles of Arriba Chelada sauces with colorful labels, including spicy clam, clam, spicy mango, shrimp, and spicy shrimp varieties, arranged in a row against a white background.
A lineup of eight bottles of Arriba FRESQUITA sparkling water with fruit flavors, including apple, guava, strawberry, coconut, grapefruit, mandarin orange, Mexican lime, and pineapple, each with colorful labels and caps matching the fruit flavor.
Three cans of Athletic Brewing Chelada NaDa non-alcoholic beer, with the middle can showing its front label and the side cans displaying the back labels, featuring text and barcode.
Five bottles of Arriba Chelada in different flavors: Shrimp & Sea Salt, Spicy Shrimp & Sea Salt, Spicy Mango, Spicy Clam, and Clam & Sea Salt, each with a colorful skull logo and distinctive label colors.
Five cans of Athletic Brewing Co's Chelada beverages with black backgrounds and lime accents, featuring colorful labels and condensation on the cans.
Five bottles of Arriba Chelada flavors: Shrimp & Sea Salt, Spicy Shrimp, Spicy Mango, Spicy Clam, and Clam & Sea Salt, arranged in a row with colorful labels and skull icons on the neck labels.
Five bottles of Arriba Shellada spicy clam and sea salt sauces in different flavor variations, arranged in a row, with colorful skull icons on the caps and labels indicating flavors.
Five cans of Chella cocktail drinks in red, black, green, gray, and blue packaging with skull-themed designs and flavor labels: Shrimp, Spicy Shrimp, Spicy Mango, Spicy Clam, and Clam.
Five cylindrical cans of aliencity hydration drinks in various flavors: shrimp, spicy shrimp, spicy mango, spicy clam, and clam, each with colorful packaging and skull illustrations.
A boxed set of Athletic Brewing's Chelada Nada non-alcoholic beer, including a 12-ounce can and two 6-pack boxes. The packaging features black, red, and orange colors, with a lime wedge and a splash of beer, and text indicating it contains less than

PHOTOGRAPHY

Photography
A woman in a yellow and orange bikini top and a colorful sarong holding a soda can standing on the edge of a swimming pool.
Jar of Arriba Chelada Clam & Sea Salt on a wooden table next to lime wedges and lime, with a person in the background preparing ingredients, and a beer glass with a skull logo.
Three cans of Athletic Brewing Co. Chelada Nada non-alcoholic beer with lime slices on the label, placed on a wooden surface.
A can of Chelada Non-Alcoholic Beer from Athletic Brewing Company lying on a soft white surface with other similar cans blurred in the background.
A woman with curly hair performing a handstand on a wooden bench in a lush green jungle, wearing a red top and ripped denim shorts, with a soda can on the bench.
Three cans of Athletic Brewing Co. Chelada Mano non-alcoholic beer on a white towel.
A glass of cocktail with a salted rim and a lime wedge garnish, featuring a skull logo with sunglasses and the word 'ARRIBA' on it, on a wooden surface with lime wedges nearby.
A can of Chelada Nada non-alcoholic beer from Athletic Brewing Co. with a black and orange label, decorated with red and green accents, sitting on a textured surface with green leafy plants in the background.
A person adding hot sauce to a bowl of food, with a can of Athletic Brewing Chelada soda, limes, and a glass with a skull logo on a wooden surface.
A hand holding a can of Chelada, a non-alcoholic beer by Athletic Brewing Co. with a pool in the background.
Woman in a white lace crop top slicing a lime in a kitchen, with a bottle of hot sauce, a glass of beer, and a plate of cinnamon sugar on the counter.
A young woman wearing a yellow swimsuit top and a colorful sarong, holding a soda can, standing outdoors on a sunny day.
A woman with manicured nails and gold rings is squeezing a lime wedge over a clear beer glass with a decorative skull logo and the word 'ARRIBA' on it. There is a white plate with reddish seasoning on a wooden table nearby.
A group of women celebrating, holding a Bloody Mary drink garnished with a lime wedge in a glass with a skull and sunglasses design, and two cans of Chelada beer.
Three women with long hair smiling and holding drinks in a kitchen.
Three cans of Chelada Nada, a non-alcoholic, low-calorie beer alternative, displayed on a wooden surface.
Woman in casual clothes performing a yoga pose on a wooden bench in a lush green forest.
Close-up of a person holding a can of Athletic Brewing Co. Belada Nada, a non-alcoholic brew, with a blurred green outdoor background.
A person holding a can of Chelada beer with others sitting nearby by a pool.
A woman in a yellow tie-dye bikini top and orange-pink cover-up, holding a can of chelada beer, standing outdoors with greenery and buildings in the background.
People sitting by the water with cans of Chelada in hand, relaxing outdoors on a sunny day.
A woman with long, wavy hair wearing a colorful bikini top and a vibrant sarong, holding a can of beverage, outdoors during daytime.
A hand holding a can of Chelada, a non-alcoholic beer by Athletic Brewing Co., in front of green tropical plants.
A can of Athletic Brewing Co. Chelada Nado, a non-alcoholic beer with less than 0.5% alcohol by volume, resting on a soft, white fabric surface.
A can of Athletic Brewing Company's Chelada Nada, a non-alcoholic beer, on a wooden surface with a blurred plain background.
Three women sitting on a wooden bench in a lush green tropical forest, holding cans of beer and smiling at the camera.
A woman with curly blonde hair smiling and holding a can of Chelada Max beer.
Person in colorful clothing holding a can of Athletic Brewing Chelada non-alcoholic beer.
A woman with long hair, lying on a wooden bench outdoors, holding a can and laughing.
Close-up of a person holding a can of Athletic Brewing Co's Helada Nada non-alcoholic beer, with another person beside them wearing a patterned crochet dress.
Three cans of athletic brewing company Chelada Nada non-alcoholic brew on a wooden surface, with the focus on the handle of an ultrasound semi-automatic extruder. The cans have a black label with red and orange accents and text.
A glass of Bloody Mary cocktail with a chili salt rim, garnished with a lime wedge, held by a woman with white-painted nails. Lime wedges are on a wooden surface nearby, with a jar of salsa to the side.
A person pouring chamoy sauce from a Chelada bottle into a glass rimmed with chili powder, with lime wedges, a plate of chili powder, and a lime. There are also Chelada bottles and a decorative glass with a skull design on a wooden surface.
Three women smiling and laughing in a kitchen while holding drinks and cans of soda.
A person placing a glass with a skull design on a white plate with red spices, on a wooden surface. Nearby are limes and a small spice jar.
A woman in a red bikini top and denim shorts is performing a balancing pose on a wooden garden bench in a lush, green jungle.
A woman sitting cross-legged on a ledge surrounding a swimming pool, holding a drink can, with outdoor greenery and trees in the background.
A woman with dark hair and earrings drinks from a Chelahed Coffee can, surrounded by green foliage and pink flowers.
Cans of Athletic Brewing Co. Chelada Nada, non-alcoholic beer, on a wooden surface with a box in the background
A black aluminum can of Arriba Chelada with red, orange, yellow, and white text and graphics, lying on a white textured surface.

WEBSITE

Website
Webpage displaying Arriba Fresquita beverages, news articles about Chelda Nada and LAFC, recipes for Michelada drinks, and social media links for Arriba.
Display of various flavored tomato sauces with labels, nutritional info, and buy buttons on a mobile screen.
Mobile screen showing a website for Athletic Brewing Co., featuring a beer can and glass with lime, promotional text, images of tomatoes, bottles of beverages, and colorful bottles at the bottom.
Tablet screen displaying a webpage for Chelada Nada drink, featuring a can of the beverage, text descriptions, and images of people holding the drink.
Computer screen displaying a product label for Arriba Chelada Clam, featuring two bottles of the beverage, a nutrition facts panel, ingredients list, and a description highlighting the collaboration between Athletic Brewing Co. and ARRIBA Chelada.
Tablet displaying a store locator map of New York City with skull icons marking store locations. Includes filters for categories, grocery, and restaurant/bar, with a list of two stores below.
Web page for Arriba Chelada featuring fall beverages, tomatoes, and flavored michelada drinks, with logos of various sponsors.
Online grocery webpage displaying three flavors of Chelada drink mixes: Shrimp, Spicy Shrimp, and Clam, each with a brief description, nutrition facts, and buy options.
Mobile screen displaying a website for Fresquita, showcasing a variety of fruit-flavored beverages in glass bottles with different fruit labels, including grapefruit, coconut, mandarin orange, Mexican lime, strawberry, pineapple, apple, and guava.
Website display of Arriba Fresquita Mandarin Orange drink bottles, nutritional information, ingredients, and a buy now button.
A computer screen displaying a web page for Athletic Brewing Co. and ARRIBA Chelada's fall return collaboration. The page features a can of Chelada Nada non-alcoholic beer and a glass of Chelada beer with a lemon wedge.
A website on a MacBook Pro screen featuring an announcement for the return of Chelada Nada, a non-alcoholic beer collaboration between Athletic Brewing Co. and ARRIBA Chelada, with an image of a can and a glass of beer garnished with a lemon slice.
A webpage displaying a selection of fruit-flavored beverages in glass bottles, including Mandarin Orange, Mexican Lime, Strawberry, Pineapple, and Manzana, with nutritional information and a 'Buy Now' button for each.
Webpage displaying Arriba Chealada and Fresquita drinks with colorful bottles and labels.
Webpage display promoting the event 'Eat Drink Arriba' on October 30th with images of bottles and drinks, social media icons, and a newsletter subscription box.
Webpage displaying LAFC news article titled "LAFC Bringing Chelada to Banc of California Stadium" with a photo of two LAFC soccer players celebrating on the field, wearing black jerseys with a YouTube TV logo.
Laptop screen displaying five bottles of Chelada hot sauce flavors, including Spicy Shrimp, Shrimp, Spicy Clam, Clam, and Spicy Mango, with descriptions underneath.

SOCIAL MEDIA

Created and formatted for publishing across all platforms

Social Media
Close-up of a can of Athletic Brewing Co.'s Chelada NADA non-alcoholic beer, with additional cans in the background on a wooden surface.
Promotional flyer for LAFC with an image of fans and players at a soccer game, and a beach scene with a skull wearing sunglasses for a summer sweepstakes to Cabo San Lucas.
Digital advertisement for natural products expos at Anaheim, highlighting dates March 9-11 and March 10-12, with images of beverages and event location details.
A can of Athletic Brewing Co.'s Arriba non-alcoholic beer, showing the design and branding on a smartphone screen with an orange background.
Promotional flyer for an event called 'Eat Drink Arriba' on Saturday, October 30, from 4 to 9 PM, featuring food and drink items like beer, hot sauce, salt & lime, michelada, sausages, burgers, and dogs, with a web URL eadrinkarriba.com.
Promotional flyer for a Dia de los Muertos celebration with ice cream, prizes, and contests, scheduled for October 30 from 4 to 9 PM at Dog Haus, 93 E Green St., Pasadena.
Digital flyer for Day of the Dead celebration titled 'Eat Drink Arriba,' taking place on Saturday, October 30, from 4 to 9 PM at 93 E Green St, Pasadena. Encourages costumes, with vibrant colors and Day of the Dead-themed skulls and patterns.

CLOTHING

Clothing
Black t-shirt with colorful text: "EAT" in yellow, "DRINK" in pink, and "ARRIBA" in white with small blue text "Día de los Muertos" below, along with small skull and circle logos on the front and back.
Black T-shirt with the text 'EAT. DRINK. BRING LA FAMILIA TOGETHER' in colorful lettering on the front and small graphics of a skull and a logo on the back.
Black T-shirt with colorful text on the front and a small logo on the back. The front text reads "BEER SALT & LIME HOT SAUCE CHELADA ¡ARRIBA!" and the back has a small skull logo and a circular logo.
Black T-shirt with a white sugar skull design with flames in the eye sockets on the front and the word 'ARRIBA' in white on the back.
Black T-shirt with colorful text on the front and simple graphics on the back. The front text reads, 'BEER. SALT LIME. HOT SAUCE. CHELADA. HAMBURGER.' with 'DIA DE LOS MUERTOS' below. The back has two small logos near the shoulder, one skull illustra
Black T-shirt with colorful text on the front and a small graphic on the back. The front reads 'Chelada Salt & Lime Beer Hot Sauce Arriba' in white, green, and red text. The back features a small skull graphic with a candle on top.
Black T-shirt with the word 'CHELADA' in white letters on the front, with a green lime wedge inside the 'D'. The back features a small skull logo with a red, orange, and white flame on top.
Red t-shirt with a white Sugar Skull design on the front with flaming eyes and detailed patterns, small Sugar Skull logo on the back.
Red athletic T-shirt featuring white text 'EAT. DRINK. FAMILIA.' and a small skull logo with a Santa hat on the front, and a small skull logo with sunglasses on the back.
Red T-shirt with the word "SPICY" and an illustration of a chili pepper and a glass of a spicy drink on the front, and white text on the back promoting Arriba Chelada ingredients and celebration.
Red T-shirt with white text reading 'Eat. Drink. Bring La Familia Together'; small skull and flame graphic on the back
Green sports t-shirt with white "Fresh" text on the front and "ARRIBA" on the back.
Green T-shirt with a skull design made of fruit slices, including grapefruit and orange, and the word 'fresh.' below the skull. Back of shirt has 'ARRIBA' written at the top.
Green sports jersey with white text reading "Drink More Fresquita" on the front and "Arriba" on the back.
Green sports jersey with white text on the front reading 'Eat Drink Ariba' and a small slogan underneath, with a small decorative design on the back near the neck.

DESIGN

Creative Print & Digital

Design
A promotional banner for Arriba Chelada featuring five bottles of flavored tomato juice, with colorful labels, placed on a wooden surface. The banner has a blue patterned background with a stylized skull wearing sunglasses and a mohawk at the top, an
A promotional banner for Arriba Chelada featuring a sugar skull logo with sunglasses and a hairstyle, alongside ripe tomatoes and a bottle of Chelada seasoning salt.
A promotional banner for Arriba Chelada, featuring a wooden background with tomatoes and a glass of michelada at the top, and five bottles of Chelada drinks at the bottom.
A green banner with white text promoting Arriba Fresquita, a Mexican-inspired craft soda brand. The banner features a decorative skull logo and images of five soda bottles with colorful labels and a wooden surface background.
A promotional graphic for a collaboration between EIGHT and ARRIBA, featuring a slogan 'A better way to CINGO', with an image of a white EIGHT beer can and a CINGO glass with an ice cube, garnished with lime, set against a dark background.
A promotional poster for Arriba Chelada featuring three bottles of Chelada drink mix, two glasses filled with Chelada garnished with lime wedges, and text highlighting the product's natural ingredients and health features.
Three cans of Dos Equis Chelada beer, with a glass of Chelada in front, garnished with a lime wedge and salt-rimmed glass. Text on red background promoting Dos Equis Chelada, crafted with Arriba Chelada's organic tomatoes and sea salt.
A promotional poster for Arriba Cabo San Lucas Summer Sweepstakes featuring a beach scene with turquoise waters, green hills, and boats in the bay, with bold text advertising a three-night getaway for two.
Advertisement featuring Dos Equis Chelada beverages, showcasing cans and glasses of the drink on a football field background, with logos of Dos Equis, Los Angeles Football Club, and Arriba.
A graphic for Arriba Chelada featuring two glasses of michelada with lime wedges and a dark background. The logo includes a stylized skull with flames and decorative elements, with the text 'Arriba Chelada' and slogans emphasizing natural ingredients
Advertising poster for Dos Equis Chelada featuring cans of the beer with lime garnishes, a glass of Chelada with the Dos Equis logo, and descriptive text highlighting the ingredients and flavor of the drink.
Infographic about Latino culture and consumer habits, featuring two cocktails and photos of people enjoying drinks together.
Soccer match promotional poster with a stadium background, featuring team logos for Los Angeles Football Club and Colorado Rapids, and a contest to win four tickets on Sunday, August 20th at 7:30 PM at BMO Stadium.
A promotional poster for LAFC football club features a crowd of fans on the left, celebrating and wearing black and gold jerseys, while the right side has text and a QR code for a giveaway.
Promotional flyer for Cinco De Mayo retail program collaboration between EIGHT Beer and Arriba Chelada, running from April 1 to May 7, 2023, featuring Arriba Chelada spicy clam drink with bottles and cans, with reasons to believe including profit mar
Promotional flyer for Cinco de Mayo celebration from April 1 to May 7, 2023, featuring EIGHT Beer and Arriba Chelada collaborating on exclusive retail program, with details about product benefits, discounts, and merchandise, with images of a beer can