The theme behind the design of the beer was insects. With that I researched for an insect that would may seem unusual for a general audience.

The insect selected was the Mexican Maquech Beetle. What’s particularly unusual about this insect is not the insect itself, but what it is infamously used for. “Live Insect Jewelry” is the proper term to describe this unusual practice with the insect.

For many decades, it was a formal tradition amongst a region of people in Mexico but has increased in popularity and interest in recent times. However the subject itself seemed to stir a bit of controversy.

The target audience for the beer product is ages 30 to 35 years old. The dimensions of the individual bottles were 8 3/4 inches in height, and 2 1/4 inches in diameter. The box length is 7 1/4 inches, width 5 inches and a height of 8 inches. The colours chosen for the bottle label are a mix of blues and greens to reflect the tropical landscape of its origin. It also makes an impact in contrast from the colour of beer. The bug itself is in a gold-like colour because of the common use of gold jewelry put onto the live insect.