VIVA MATE

April 2026 | Branding ✦ Marketing Strategy ✦ Graphic Design

OBJECTIVE:

To diversify Constellation Brands’ portfolio into the high-growth non-alcoholic sector and recapture the shifting Hispanic Zillennial consumer amidst a macroeconomic generational shift toward alcohol moderation.

APPROACH:

The process began with an in-depth competitive analysis of the beverage market and Constellation Brands’ current portfolio to pinpoint a strategic opening for a new product. This research led to the creation of Viva Mate, focusing on a bold visual identity with high-contrast color blocking and vibrant packaging designed specifically for younger Hispanic consumers. Finally, the project went beyond creative execution to map out potential market risks and business solutions, ensuring a realistic, strategic launch plan.

RESULT:

The integrated brand proposal and comprehensive market strategy earned first place in the case competition and was presented directly to executives at Constellation Brands.

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