Corona Agua Rifada

Product Launch & Social Content System

Art Direction
– Digital Design

Client :

Corona Agua Rifada

Date :

2022-2023

Agency :

draftLine

01 . The Challenge

Led the art direction for Corona hard seltzer, Agua Rifada.
I was responsible for the design of the digital media content and 360° campaigns for the brand for two years. Working closely with brand, strategy & insights teams.

This project was developed as part of the launch of Corona Rifaditas, a new product line aimed at expanding the brand into a lighter, more experimental category.

The objective was to introduce the product to a younger audience while maintaining a clear connection to Corona’s brand equity.

Insight

The concept of “Rifarse”—to dare, stand out, and try something new—served as the cultural foundation of the launch, positioning the product as an invitation to break routine and explore new experiences.

The challenge

The challenge was to balance two key needs:
– Clearly communicate a new product offering within a well-established brand
– Build a visual language that felt fresh, bold, and relevant for digital-native audiences

Solution

The solution focused on developing a flexible visual system that could support both the product launch and its ongoing presence across digital channels.

This included campaign assets for awareness and a set of adaptable visual principles for organic social content.

Hero

For the launch phase, I developed visual assets designed to quickly communicate the product’s value and personality, prioritizing clarity, boldness, and immediate recognition.

The work focused on capturing attention in fast-paced digital environments while establishing a distinct visual identity within the Corona brand.

Snackables

The visual language combined strong color usage, dynamic compositions, and bold typography to reflect the product’s personality.

It was designed to be scalable and adaptable across formats, ensuring consistency across both campaign and always-on content.

Design decisions were guided by digital consumption patterns, prioritizing readability, impact, and speed of communication to support awareness and engagement in competitive content environments.

I contributed to the visual development and execution of both campaign and organic content, translating strategic objectives into adaptable and high-impact design solutions across digital touchpoints.

This project demonstrates the ability to support product launches through cohesive visual systems that extend beyond initial campaigns, enabling consistent and engaging brand presence over time.