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 is a brewing company located in Ensenada, Mexico that caters to young men, ages 25–35, in Mexico and Southern California. The new microbrewery aims to differentiate itself through a theme related to Northern American pirates.

One of the product’s unique factors is its historical background. Old recipes and techniques were used for creating the beers. Fascinating facts about pirates are included on the bottle labels. A minimal color palette of black and brown along with wood, old paper, and dark glass materials was chosen to enhance the pirate theme. The Egyptienne typeface was selected to reflect the brand’s historical roots in a fun way without being too juvenile. The brand’s personality and packaging is gloomy, dark, intense, and mysterious.

El Capitan logo
El Capitan color1
El Capitan color2
El Capitan pattern1
El Capitan pattern2