Mictlan

Mictlan is a conceptual Aztec-themed Mexican lager brand created as the capstone project of my senior year. Rooted in rich cultural heritage, the project draws inspiration from Mictlan—the underworld of Aztec mythology—to craft a brand identity that is both visually arresting and culturally resonant.

Central to Mictlan is its immersive visual language. The branding is infused with hand-drawn illustrations inspired by Aztec iconography, stylized glyphs, and traditional patterns. Each design element—from the label artwork to the packaging system—was meticulously crafted to evoke a sense of myth and mystique while remaining modern and market-ready.

Beyond aesthetics, Mictlan seeks to honor and elevate indigenous Mexican narratives in a commercial context. Through thoughtful design and deep cultural research, Mictlan stands as a tribute to both tradition and innovation.