Jarritos x Fiesta Weekend
Ageny & Team
Agency: Tango Creative Group
Client: Tourism Windsor Essex Pelee Island
Role: Graphic Design and Copywriting
Supervision/Support: Marcello Fontana and Luc Sauve
Year: April 2025
Phase 1: The Rebrand
Every Cinco de Mayo weekend, Tourism Windsor Essex Pelee Island (TWEPI) hosts Fiesta Weekend, a bar crawl across Windsor's bars and breweries. As a design intern at Tango Creative Group, I redesigned the visual identity system they'd been using to promote the event for nearly a decade. The new brand needed to be colorful, lively, and reflective of real Mexican Heritage. The typography and layout is inspired by old poster signage found in Mexico and typography-based alcohol labels. The Fiesta Weekend rebrand will rollout in Spring 2026
Process
Phase 2: Enter Jarritos
Setup
Cinco de Mayo celebrations are typically driven by alcohol. While Jarritos is widely loved, they're often treated as a secondary choice in these celebrations. The goal is to appeal to those who live a sober lifestyle and make Jarritos the drink of Cinco de Mayo through a buzz-generating experience that earns media attention.
Strategy
Jarritos has developed 2 new flavours, Hibiscus and Yuzu, and now the city of Windsor is getting first access. Throughout the weekend, attendees can vote on which flavour becomes Jarritos' official Cinco de Mayo flavour. Every vote gives people an opportunity to win a special giveaway item. In addition, merch drops with exclusive items tap into scarcity to drive demand.
To celebrate Cinco de Mayo, Jarritos debuted 2 flavours you could only access early by moving through the city of Windsor for one weekend.
Phase 2: Enter Jarritos
Setup
Cinco de Mayo celebrations are typically driven by alcohol. While Jarritos is widely loved, they're often treated as a secondary choice in these celebrations. The goal is to appeal to those who live a sober lifestyle and make Jarritos the drink of Cinco de Mayo through a buzz-generating experience that earns media attention.
Strategy
Jarritos has developed 2 new flavours, Hibiscus and Yuzu, and now the city of Windsor is getting first access. Throughout the weekend, attendees can vote on which flavour becomes Jarritos' official Cinco de Mayo flavour. Every vote gives people an opportunity to win a special giveaway item. In addition, merch drops with exclusive items tap into scarcity to drive demand.