Fuego / Brand Identity

In a crowded RTD market, Fuego broke through with a low-ABV alcoholic ginger beer built for outdoor adventures. We launched with Fuego Original, a bright blend of ginger, fruit, and citrus, and Fuego Spicy, a fiery twist.

To stand out, we leaned on behavioral science, boldly calling out “Ginger Beer with Vodka” on pack (Von Restorff Effect) and reinforcing recognition with a signature ginger plant icon (Mere Exposure Effect). A fresh identity and the tagline “Golden Hour Anytime” captured the founder’s SoCal roots and endless-summer vibe, while merch and event kits extended the brand into real-life moments.

The Coachella soft launch sold out within hours, driving a tenfold production increase. With a full Southern California rollout in summer 2025, Fuego is set to own the golden hour.