Modelo at Tales of the Cocktail
︎︎︎ experiential design [경험디자인]
︎︎︎ event activation [체험형 팝업]
︎︎︎ hospitality [F&B]
︎︎︎ experiential design [경험디자인]
︎︎︎ event activation [체험형 팝업]
︎︎︎ hospitality [F&B]
At Tales of the Cocktail 2025, Modelo celebrated its 100-year legacy with a bold showcase of flavor and culture. Across the Tasting Room and Spirited Dining, guests explored the Michelada through immersive signage, menus, posters, digital assets, and giveaways I designed. Curated visuals and details brought the brand to life, inviting guests to experience Modelo’s heritage in fresh, contemporary ways.
Modelo는 Tales of the Cocktail에 참여하여 맛과 문화를 과감하게 풀어내며 브랜드 100년의 레거시를 기념했습니다. 방문객들은 Tasting Room & Spirited Dining 곳곳에서 몰입감 있는 사이니지, 메뉴, 포스터, 디지털 에셋, 굿즈 디자인을 통해 미첼라다를 경험했습니다. 세심하게 큐레이션된 비주얼과 디테일은 브랜드에 생동감을 불어넣으며, Modelo가 지켜온 전통을 새롭고 현대적인 방식으로 만나볼 수 있도록 초대했습니다.
Worked with: Factory 360 Team
Modelo는 Tales of the Cocktail에 참여하여 맛과 문화를 과감하게 풀어내며 브랜드 100년의 레거시를 기념했습니다. 방문객들은 Tasting Room & Spirited Dining 곳곳에서 몰입감 있는 사이니지, 메뉴, 포스터, 디지털 에셋, 굿즈 디자인을 통해 미첼라다를 경험했습니다. 세심하게 큐레이션된 비주얼과 디테일은 브랜드에 생동감을 불어넣으며, Modelo가 지켜온 전통을 새롭고 현대적인 방식으로 만나볼 수 있도록 초대했습니다.
Worked with: Factory 360 Team
Highlights from the event, showing guest experiences and the immersive brand environment.
CHELADA BAR
Guests kicked off their experience with a first taste of Modelo Chelada, guided by bartenders who showcased playful garnishes and flavor enhancements.
DIY MICHELADA
Guests customized drinks with rims and bold add-ins. Playful garnishes inspired by regions across Mexico made it a hands-on, flavorful experience.
TABLETOP SIGNAGE
Three stations, City Center, Coastal, and Northern, featured region-specific illustrations based on Modelo’s brand guidelines and highlighted unique michelada toppings.
MICHELADA MEMORIA
After creating their own micheladas, guests snapped a photo in a custom Modelo booth and placed it in a lotería-inspired frame. This turned a delicious moment into a personalized keepsake.
FOOD PAIRING
Guests were treated to Mexican bites, from tacos and empanadas to churros, to celebrate Modelo’s 100-year milestone.
GIVEAWAYS
Custom Modelo swag, from totes and bandanas to pins, featured designs capturing the bold essence of the michelada and marking Modelo’s centennial.
︎ RESULTS
︎ 479 attendees across Tasting Room & Spirited Dining
︎ 151 trade-affiliated attendees
︎ 475 impressions
︎ 250 virtual engagements
︎ 479 attendees across Tasting Room & Spirited Dining
︎ 151 trade-affiliated attendees
︎ 475 impressions
︎ 250 virtual engagements