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Aro Lucha
The world’s first fan-owned lucha libre sports and entertainment television company.
Aro Lucha, a lucha libre professional wrestling promotion company, and the first fan-owned lucha libre sports and entertainment television company, was going online to raise money and awareness for their new concept of a fan-owned company. They needed a strong brand identity with a long, successful history to communicate the true spirit of this sport.
Brand identity, environmental signage, product design, and event graphics.
Our question was: How do you upgrade an iconic industry? Lucha libre (Mexican wrestling) had its heyday in the 1970s and was everywhere in Mexico. So, we started with a vintage 1970s design and typeface mixed with 1980s pop art, and then added hand-drawn wrestlers with bulging muscles and traditional masks to adorn the posters, live-event banners, print ads, and digital marketing products.
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