MUCHO
Client: Hijos de Rivera
Year: 2024
Packaging Design
Agency: Summa Branding
Role: Illustrator
Challenge
Mucho x Topuria is a new non-alcoholic energy drink enriched with vitamins, created in collaboration with world champion Ilia Topuria. Designed for younger generations (Gen Z and Gen Alpha), the brand needed a bold, energetic visual identity that could connect instantly with a dynamic, digital-native audience.
Insight / Strategy
Summa Branding led the global identity, and I was brought in to create a key illustrated asset:
👉 The brand mascot — a stylized bear inspired by Ilia Topuria’s personal symbol.
The bear had to embody strength, resilience, and determination while remaining friendly, modern, and appealing to younger consumers.
Creative Challenge
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The illustration needed to strike the perfect balance between:
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Power and positivity
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Strength and youthfulness
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Sport energy and lifestyle coolness
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It also had to be flexible enough to work across many touchpoints important to Gen Z / Alpha:
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Cans and bottles
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Merch, apparel, and accessories
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Social media stickers, animations, and content
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Digital community touchpoints
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The mascot had to feel iconic, scalable, and instantly recognizable.
Illustration concept
The mascot was designed around three core ideas:
1 — Strength made friendly
A bear that looks powerful but approachable — strong without being aggressive.
2 — A stylized, modern aesthetic
Clean outlines, bold shapes, energetic posture, and a geometric structure that feels contemporary and adaptable.
3 — Built for digital
A style that works perfectly for:
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TikTok animations
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Stickers & GIFs
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Social media avatars
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Mobile-first design
The visual language is dynamic, expressive, and designed to resonate with a young, visually driven audience.
Application on Packaging
On packaging, the bear becomes:
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A hero element on the can
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A symbol of strength and empowerment
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A visual cue for energy and vitality
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A storytelling connector between Ilia Topuria’s identity and the product’s promise
Its bold lines and expressive posture make the can instantly recognizable on shelves and highly shareable on social media.
Collaborating with Summa Branding on this project allowed me to contribute a central visual piece to a brand built for a young, energetic audience. Through a mix of expressive minimalism, youthful character design, and brand storytelling, the mascot plays a fundamental role in defining the brand’s personality and presence.
