Pisuicas is a new beer produced by La Micro Brewing Company in Costa Rica.
The name of this beer is a folksy word for “devil” and designer Arnold Hoepker developed a devilishly clever ad campaign for it for the agency Wooki Colectivo. Most of the ads feature simple sentences where the word “devil” is replaced by an image of the product itself (this is corrected from “beer”, see comment below). The text is flipped horizontally, disorienting readers and forcing them to pause and parse the text. The red color palette is the obvious choice, and helps the image of the product stand out.
The typeface is Nickel, my first release for the new Font of the Month Club. Arnold has been a member of the club since the very beginning, and I believe this is the first commercial use for a Font of the Month. I couldn’t be happier.
Actually, the word that is covered is not beer, it’s “devil” or diablo in Spanish. These are all very common sayings in Central American countries and just by reading the first few words you’d know the rest by memory.