Now and then we had a hope that if we lived and were good, God would permit us to be pirates.

– Mark Twain


Project Overview

El Capitán Brewing Company, situated in Ensenada, Mexico, is a microbrewery targeting young men aged 25–35 in Mexico and Southern California. Seeking to carve a niche in the market, the brewery sets itself apart by embracing a theme inspired by Northern American pirates, infusing historical intrigue into its brand identity and product offerings.


The challenge for El Capitán Brewing Company was to establish a distinctive brand identity that resonated with its target demographic while incorporating elements of Northern American pirate lore. The goal was to create a brand that exuded a sense of mystery, adventure, and historical authenticity, setting the brewery apart in a competitive market.


Brand Concept Development

Drawing inspiration from the swashbuckling tales of Northern American pirates, the brand concept was developed to evoke a sense of adventure and intrigue. By infusing historical elements into the brand narrative, El Capitán aimed to captivate consumers and transport them to a bygone era of seafaring exploits.

Visual Identity Design

A minimal color palette of black and brown, reminiscent of aged wood and weathered parchment, was chosen to complement the pirate theme. Dark glass materials were utilized to enhance the brand’s mysterious allure. The Egyptienne typeface was selected for its historical associations, adding a touch of whimsy to the brand identity while maintaining a sense of authenticity.

Packaging Design

Package labels were meticulously designed to incorporate fascinating facts about pirates, adding an educational element to the brewery’s product offerings. Custom-made coasters and bottle carriers further reinforced the pirate theme, creating a cohesive brand experience for consumers.

Illustrations and Patterns

Hand-crafted illustrations and patterns were created to adorn the packaging and merchandise, capturing the essence of Northern American pirate culture. These elements added visual interest and depth to the brand identity, further immersing consumers in the world of El Capitán.

El Capitan logo
El Capitan color1
El Capitan color2
El Capitan pattern1
El Capitan pattern2
  • Branding
  • Packaging
  • Illustrations
  • Patterns
  • Hand-made
  • Package labels
  • Custom-made coasters
  • Custom-made bottle carrier
  • Product merchandise
  • Adobe Illustrator
  • Adobe InDesign
  • Adobe Photoshop
  • Adobe Acrobat


The newly established brand identity for El Capitán Brewing Company received positive feedback from consumers and industry professionals alike. The incorporation of historical pirate themes added a unique and memorable element to the brewery’s offerings, setting it apart in a crowded market. The cohesive branding and packaging design contributed to increased brand recognition and consumer engagement.


Through strategic design decisions and a commitment to storytelling, El Capitán Brewing Company successfully established a distinctive brand identity that resonated with its target demographic. By embracing the theme of Northern American pirates and infusing historical elements into its visual identity and packaging design, the brewery created a memorable brand experience that captured the imagination of consumers and set itself apart in the competitive craft beer market.