Brand Tone

Irreverent, passionate, playful, rebellious, bold, humorous, challenging, yet serious about quality.

Brand Values

• •Irreverence and Fun
• •Quality and Passion
• •Innovation
• •Empowerment and Community
• •Mexican Identity

Best Practices

• •Embrace the Duality: Always balance the playful, irreverent tone with a clear message of quality and passion for the craft. The fun stops when talking about the ingredients, the process, and the final taste.
• •Master the Lingo: Consistently use the Lucha Libre lexicon. Words like rudo (heel/bad guy), técnico (face/good guy), ring, lona (canvas), máscara (mask), and lucha (fight) should be an integral part of the brand's vocabulary.
• •Be Bold and Confident: Use active voice and strong, declarative sentences. The copy should never sound hesitant or generic. It's about making a statement, just like a luchador entering the ring.
• •Speak to the Creator: When addressing homebrewers, shift the focus from just drinking beer to the "art of making beer." Use empowering language that positions the customer as a fellow creator and a part of the Chela Libre community.
• •Stay Visually and Tonally Aligned: Ensure that the visuals (colorful, high-contrast, dynamic) always match the energetic and rebellious tone of the copy. Every post, ad, and product description should feel like it comes from the same, unified brand personality.

Social Perception

Largely positive among craft beer enthusiasts, praised for product quality and memorable Lucha Libre brand identity. While perceived as expensive like other craft beers, it has solid niche distribution.

Copy Examples

• •Knock out the same old flavors! Enter the ring, 'The Indomitable,' our new Double IPA that doesn't ask for permission. A punch of hops and aroma that will knock you out. Do you dare to challenge it? #ChelaLibre #FightForFlavor #CraftBeer
• •In this corner... YOU! Become the beer champion. Our kits have everything you need to brew a legendary beer at home. Stop being a spectator and create your own. Order your Chela Libre kit and let the show begin! #MakeYourBeer #ChelaLibre #Homebrewing
• •EVERYONE AGAINST EVERYONE! Our toughest beers on sale. Take advantage of this 'Battle Royale' and build your six-pack with your favorite wrestlers. Limited time offer.
• •Life is too short to drink boring beer. #FreeBeer #Wrestler #CraftBeerMexico #Beer
• •Question for the 'rudos' and 'técnicos' (heels and faces): If you had to create a beer named after your favorite luchador, what would it be called and what style would it be? The most creative answers win our eternal respect.