MobCraft Brewing

Earning fans with design and UX.


MobCraft Brewery’s Mondo Lucha is a good, basic lager. Aside from the colorful name that we provided, the beer itself has few distinguishing features. Somehow, we needed to sell cases of this limited run.


Our design team created six cans, each featuring a different Lucha libre wrestler. We integrated an on-can QR code linked to a Snapchat lens so fans could literally wear their favorite wrestler’s signature mask.

Social activation embedded on every can.

We integrated a Snapcode, similar to a QR code, which automatically brought up the associated Snapchat lens we created for each can. After scanning, fans could share photos and videos of themselves ‘wearing’ their favorite wrestler’s signature mask.

Have Snapchat? Try it for yourself. Open it on mobile and scan one of our codes below. 

One night, one event, one sold out brewing run.

We launched the brand at Milwaukee’s Weird Fest, where the Lucha Libre wrestlers’ ring took center stage. Sharing the app at this one-night event with no paid media generated 29,500 views and 1,612 shares. In case you’re curious, the Russian Beast was the clear fan favorite. MobCraft has since brewed an unheard-of second run.