Cerveza Indio marked its 120th anniversary with a label contest celebrating Mexican subcultures.

My winning kitsch-inspired design appeared on 8 million bottles and became part of a national media campaign.

Two glass bottles of Indio beer, one upright and one lying down, showing the label redesign with a corn-and-skeleton motif, roses, and sunflowers, set against a pink and black zebra-print background.

Five Indio beer bottles arranged diagonally across a teal-to-green zebra-print background, repeating the redesigned label.

Three Indio beer bottles clustered together on a wood surface, close-up view of the label design.

Mockup of an outdoor billboard in Mexico City reading "120 años celebrando diversidad," crediting designer Oscar Mata Arellano (Querétaro), featuring an Indio bottle and a bouquet of corn and roses, with traffic in the foreground.

Street-level photo of the Indio campaign artwork printed on the full side of a building in Mexico City, showing the teal zebra pattern and label design at large scale, with pedestrians, cars, and surrounding buildings.

A single Indio beer bottle centered against a lace doily, corn cobs, and two pink flamingos, with a sunflower-and-heart motif below, on a teal zebra-print background.

"

Oscar blends strategic thinking with bold creativity, always bringing fresh ideas and thoughtful solutions. Working with him is truly inspiring.

Anthony Bortolussi
Creative Director