MANGOLANDIA
Miami, FL
Veza Sur Brewing Co.
The Veza Sur "Mangolandia" launch party was conceived as an immersive celebration of Miami’s vibrant culture, art, and music, as well as an expansion of the already strong Veza Sur brand identity. Located in Wynwood, Miami’s renowned artistic hub known for its murals and cultural diversity, Anheuser Busch’s Latin-inspired sub-brand, Veza Sur, sought to honor the city's rich tapestry through the launch of "Mangolandia," a mango blonde ale that encapsulates the tropical flavors and spirited energy of Miami.
2019
Research, Creative Direction, Concept Development, Illustration
Hospitality
Cultural Authenticity
Ensuring that every element of the event—from the artwork to the music— reflected the true essence of Miami’s Latin heritage.
01
Immersive Experience
Creating an environment where guests could fully engage with the brand, not just visually, but through interactive installations, music, and flavors that embodied the spirit of Veza Sur and the city of Miami.
02
Artistic Integration
Drawing inspiration from Wynwood’s street art to incorporate hand- illustrated motifs and bold typography that elevated the city's energy and connected with the local artistic community.
03
Miami is a city with a unique cultural mosaic, where Latin influences blend seamlessly with local art and music to create a dynamic and colorful environment. Wynwood, in particular, stands out as one of the nation’s largest artistic hubs, where street art and murals are not just decorations but reflections of the community’s identity and history.
Our research into Miami’s cultural landscape highlighted the importance of these artistic expressions, which became a major design driver for the event. The city’s music scene, characterized by a fusion of Latin rhythms and contemporary beats, also played a crucial role in shaping the atmosphere of the launch party.
Building Context
The hand-illustrated art installations feature a range of sayings, icons, and imagery that capture the vibrant spirit of Miami, all centered around their distinctive logo icon—a rooster. By creatively expanding on their existing brand elements, including the logo and rooster head, we transformed these components into immersive, large-scale brand experiences.
Design Solutions
BRAND EXPERIENCE
We brought the vibrant spirit of Miami to life with an interactive T-shirt booth. Guests could choose from a selection of hand-illustrated icons and sayings, which were heat-pressed onto T-shirts, transforming the party’s energy into personalized keepsakes. This engaging experience showcased the repurposed brand elements and allowed everyone to wear a piece of the celebration.
REFLECTION
Through experiential graphic design, we were able to create a cohesive and immersive experience that invited guests to participate in a cultural narrative. The hand-illustrated art installations, the vibrant music performances, and the tasting stations showcasing "Mangolandia" all worked together to embody the essence of Miami and the unique identity of Veza Sur. The event successfully highlighted the brewery’s dedication to brewing excellence and local engagement, making "Mangolandia" not just a new beer, but a symbol of Miami’s dynamic and diverse culture.
Work performed while employed by Catapult[13] as a Graphic Designer