Aguas Locas is a canned agua fresca company offering multiple authentically Mexican flavors, designed to celebrate culture and community in Los Angeles. More than just a beverage, the brand has become a cultural movement, hosting community events and collaborating with major partners such as Nike, Puma, Foot Locker, and Kids of Immigrants. In 2024, Aguas Locas sold over 30,000 cans and expanded into nearly 100 stores across Los Angeles, solidifying its presence as both a product and cultural celebration.
As Co-Founder and Chief of Branding, I led the creative vision of Aguas Locas, from brand identity and packaging to digital content and art direction. We launched the brand on Instagram, quickly growing a dedicated following through authentic storytelling and visual design. My role also included directing photography, video campaigns, and curating collaborations with artists and influencers, ensuring the brand’s creative voice reflected its cultural roots while connecting with a wide audience.
The brand’s visual identity draws inspiration from Co-Founder Pablo Murillo’s Mexican American traditions and our shared heritage as children of immigrant families. Designed as a heritage product for the whole familia to enjoy, the branding celebrates Mexican culture through bright colors, bold illustrations, and design elements that highlight tradition while appealing to a modern audience. This approach positioned Aguas Locas as a vibrant, recognizable brand rooted in authenticity.
Due to manufacturing issues and delays outside of our control, production of Aguas Locas is currently on hold. The brand is set to resume in early 2026, with plans to return stronger and expand its presence in the Los Angeles market and beyond.