Gustavo envisioned a stand-alone brand that could go to market outside of his restaurant chain. Wingspan was charged with naming the beer and creating a brand that emphasizes the heritage of the Reyes family.

The name “Vida de Reyes” translates to “the Life of Kings” and symbolizes owner Gustavo Reyes’s strong family roots and the rich culture of his hometown of Lagos de Moreno. We designed a contemporary look to appeal to their target audience, Millennial consumers. The color palette evokes a refreshing flavor profile hinted with jalapeño, while the font choices represent the authenticity of Gustavo’s family heritage.

To launch the beer brand at all of Gustavo’s restaurants, Wingspan developed point-of-sale collateral that transformed the restaurants’ entryways and bars, highlighting the new offering. Success was evident with nearly every keg being drained in a matter of hours! Vida de Reyes is growing, with cans now expected to hit the shelves in 2023.