Art Director
01
2024
MiFlow
MiFlow is a Miami-born beverage brand built around two distinct drinking cultures. Their hard seltzer was designed for the energy of live events, including Gen Z audiences chasing concerts and late-night experiences. Their spirits spoke to a slightly older crowd, millennials looking for something to pour at a hangout, not a festival.
Agency: Chemistry Cultura
I contributed to the brand's art direction, visual identity, and communications approach, including which influencers and Latin artists made sense for each target market. Work includes pre-launch and post-launch concepts.
Brand Ecosystem
Playlists, Parties, & Concerts
Each audience got its own sound.
MiFlow Seltzer leaned indie-pop and reggaeton, built for Gen Z's concert and late-night energy.
MiFlow Spirits leaned toward rock, reggaeton, and salsa classics, tuned to millennial nostalgia.
Both playlists doubled as promotion, seeding the sound of each event before a single ticket sold. For the spirits line, we mocked up a concert concept featuring Jowell y Randy, tapping into old-school reggaeton nostalgia for the millennial crowd.
Talent & Activation Spaces
Placement followed the audience, not the other way around.
MiFlow Seltzer's Gen Z presence centered on quirky, culturally fluent creators with strong Latin followings, built for outdoor activations, festivals, and late-night spaces.
MiFlow Spirits line leaned toward bars and clubs. Spaces built around a slower, more social pace, matching a millennial crowd looking to unwind rather than rage.
Retail & Home Occasions
Beyond events, the brand needed a life on the shelf. Distribution into local supermarkets and liquor stores positioned MiFlow as the drink for whatever's already happening at home: house parties, game nights, girls' nights, and birthdays, making it as natural a grab for a Tuesday hangout as a Saturday night out.
