This project reimagines a legendary Guaraní creature — traditionally known for its dual nature, as playful as it can be vengeful — into a warm, mischievous, and approachable character. The creative process involved shaping an entire brand ecosystem around this reinterpretation, using storytelling not only as inspiration but as a strategic tool to differentiate the product in a crowded craft beer market. While El Pombero is deeply rooted in South American mythology, the fascination with cryptid-like folklore is not foreign to Mexican culture. This allowed the character to be translated into a context familiar to local audiences, blending cultural distance with emotional proximity. Visually, the identity deliberately steered away from directly referencing Guaraní graphic styles, opting instead for a language inspired by the jungle itself — textures, saturation, organic lines and handmade strokes that evoke the untamed, humid, and vibrant nature of the Amazon. The result is a cohesive visual universe that doesn’t imitate, but resonates. From character design to label layout, every component was crafted to build a memorable brand story — one that lives on the shelf, but also in the imagination.