Generally the absurd theater touches on themes as deep as loneliness, the passage of time, life, death, the lack of communication in the world. The objective was not to attend to that lack of meaning in life, but quite the opposite: to teach the absurdity of life in everyday and trivial events. Under this premise we built the identity for Absurda®, a new craft beer. Each type of beer has a character, the characters are drawn from stereotypes or predefined archetypes in society. We intend through theatrical satire to build a different brand that speaks to each of us as individuals. In loving memory of Daniel Luna Flores.