BE THE LEGEND.
DRINK THE LEGEND.
![pepe-logo](http://www.wearebehemoth.com/wp-content/uploads/2019/05/pepe-logo.png?_t=1556911903)
![pepe-logo](https://www.wearebehemoth.com/wp-content/uploads/2019/05/pepe-logo.png)
PEPE LOCO
Sometimes your face doesn’t want to be body slammed by a big, strong beer. That’s when you tag in Pepe Loco. In 2019, we helped Santa Fe Brewing company launch a light, easy-drinking Mexican-style lager, and along with it, a beer-drinking luchador of the same name.
The name Pepe Loco was actually inspired by a bottle of rot gut tequila that one of the brewers discovered during a night of drinking shenanigans. It felt like that story had limited marketing legs, so we re-imagined Pepe Loco as a fun-loving luchador and put his face on the can. The beer itself was intended to live not on the craft beer shelf, but with the other Mexican-style lagers. In this context, we thought something simple and graphic would stand out the most.
![PepeLoco-2Cans-web](https://www.wearebehemoth.com/wp-content/uploads/2019/05/PepeLoco-2Cans-web.png?_t=1576018149)
![PepeLoco-2Cans-web](https://www.wearebehemoth.com/wp-content/uploads/2019/05/PepeLoco-2Cans-web.png)
![pepe-15pack](https://www.wearebehemoth.com/wp-content/uploads/2019/05/pepe-15pack.jpg?_t=1576020326)
![pepe-15pack](https://www.wearebehemoth.com/wp-content/uploads/2019/05/pepe-15pack.jpg)
The craft beer aisle in a liquor store can be pretty overwhelming, so we obviously needed a 15-pack design that was eye-catching. We also wondered if we could create something innovative and interactive--without incurring any additional production costs. So we created a box that could carry beer AND double as a luchador mask for anyone who wanted to become Pepe Loco while simultaneously drinking Pepe Loco.
![boxmask-1](https://www.wearebehemoth.com/wp-content/uploads/2019/05/boxmask-1.jpg?_t=1574790476)
![boxmask-1](https://www.wearebehemoth.com/wp-content/uploads/2019/05/boxmask-1.jpg)
![boxmask-2](https://www.wearebehemoth.com/wp-content/uploads/2019/05/boxmask-2.jpg?_t=1574790476)
![boxmask-2](https://www.wearebehemoth.com/wp-content/uploads/2019/05/boxmask-2.jpg)
![boxmask-3](https://www.wearebehemoth.com/wp-content/uploads/2019/05/boxmask-3.jpg?_t=1574790476)
![boxmask-3](https://www.wearebehemoth.com/wp-content/uploads/2019/05/boxmask-3.jpg)
And we said, "Well, we've gone this far... Let's make Pepe Loco a real guy." So we made a costume. And we got a guy that had no problem wearing it. He became the legend.
![PepeMeeting](https://www.wearebehemoth.com/wp-content/uploads/2019/05/PepeMeeting.jpg?_t=1576019778)
![PepeMeeting](https://www.wearebehemoth.com/wp-content/uploads/2019/05/PepeMeeting.jpg)
![PepeLaunchwall](https://www.wearebehemoth.com/wp-content/uploads/2019/05/PepeLaunchwall.jpg?_t=1576019778)
![PepeLaunchwall](https://www.wearebehemoth.com/wp-content/uploads/2019/05/PepeLaunchwall.jpg)