Chelada Nada: Launching a Brand Collaboration Between Arriba and Athletic Brewing Co.
We architected a high-impact brand collaboration between Arriba and Athletic Brewing Company to extend Arriba into a culturally relevant, credibility-driven product drop. The partnership leveraged Athletic’s leadership in non-alcoholic beer and Arriba’s brand momentum to create a limited-time collaboration engineered for scarcity and demand. The launch became Arriba’s fastest-selling LTO ever, selling through 90 days of online inventory in just two weeks and moving over 50,000 retail cases in a single limited drop, reinforcing the power of strategic licensing and the right collaboration partners.
CHALLENGE
Arriba Chelada, a better-for-you michelada mix brand, was undergoing a full rebrand when a collaboration opportunity arose with Athletic Brewing Company. The goal was to co-create a non-alcoholic, ready-to-drink michelada—a category yet to be defined in the beverage space. The challenge lay in balancing two independent brand identities while designing a product that looked authentic, modern, and instantly craveable. Both brands needed equal billing without overshadowing one another, while still creating something visually distinct from the loud, flashy competition.
RESULTS
The final design balanced heritage and innovation, achieving a co-branded visual identity that felt natural and premium. The black background allowed the vibrant rim and logo to pop on-shelf, instantly communicating refreshment and culture. Every design detail was intentional — the gradient flames from Arriba’s mark, the minimalist Athletic typography, and the cohesive color flow that unified both brands. Ajnci’s campaign created not just a beverage, but a lifestyle narrative — positioning Chelada Nada as the first true non-alcoholic michelada experience in a can.
Launched in late 2023, Chelada Nada sold out within weeks of release. A second production run quickly followed — and sold out again. The collaboration gained organic social traction, resonating with both Athletic Brewing’s NA beer audience and Arriba’s Hispanic-inspired flavor fans. The limited-edition drop validated a new category opportunity for both partners, proving that co-branded, culturally rooted RTDs can perform on par with mainstream beverage launches — while authentically representing both brand stories.
Arriba Chelada x Athletic Brewing Co. — Arriba Chelada is a better-for-you, bi-cultural beverage startup; Athletic Brewing Co. is a pioneering brand in the non-alcoholic, craft beer space.
Packaging
Graphic Design
Retail Activation
Promotion
Digital Marketing
Social Media
Photography
Strategy
Chelada Nada became Arriba’s fastest-selling LTO ever, selling through 90 days of online inventory in just two weeks and moving over 50,000 retail cases in a single limited drop
APPROACH
WEBSITE & SOCIAL MEDIA
Recognizing that digital presence is key to modern community building, we built a sleek and engaging website. This digital hub was designed to deepen emotional connections with Arriba's bi-cultural consumer base and serve as a seamless platform for direct-to-consumer online sales.
We developed a comprehensive suite of social media and digital campaign assets around the concept of 'The newest member of our familia,' formatted for publishing across all major platforms. Engaging taglines and visual storytelling successfully positioned Nada Chelada as a lifestyle choice. We also consolidated and unified all brand assets to guarantee consistent messaging across retail, food service, and digital channels.
APPROACH
PACKAGING DESIGN
We redesigned Arriba's packaging to emphasize its clean ingredients and cultural authenticity, ensuring 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 red-orange 'rim' accent at the top, inspired by the iconic Tajín and lime rim of a traditional michelada glass. This design perfectly balanced the vibrant gradient flames of Arriba's mark with Athletic Brewing's minimalist typography.
APPROACH
PHOTOGRAPHY
To ensure the product launch felt like a true lifestyle movement rather than just another collab 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.
Ajnci seamlessly blended our vibrant cultural heritage with our partner's modern minimalism. They didn't just design a beautiful can — they crafted a compelling lifestyle narrative that sold out twice and defined a completely new category in the non-alcoholic space.’
— Tim WRIGHT, ARRIBA
