2018 AB InBev Expo: Estrella Booth Design Proposal

Looking to get a share of the successful Mexican beer market dominated by Corona, Tecate and Dos Equis, AB InBev brought the Mexican beer Estrella Jalisco to America a few years ago. They wanted to get a foothold in the states so they initially marketed to Latino consumers who were already familiar with the brand. We envisioned a vibrant street festival on Olvera Street in Los Angeles, filled with brand iconography, a bold Luis Barragán color palette, Mexican-American murals, interactive Dia de los Muertos art, street vendors serving hot elote (grilled corn), a nightclub area, aerial performers and of course, World Cup Fútbol!