Title: PuntoMedioBar by NotHangover
Client: NotCo
Year: 2024
Category: Product Launch, Cultural Hack
Role: Art Direction, Campaign Concept, Visual Design
Creative Mentor: David Arafat "Pezcao" / Sebastián "Code" Codeseira
INSIGHT
In Mexico, pre-drinking is a ritual,
and so is the hangover.
But Gen Z and late millennials want both:
the wild night and the fresh morning.
They don’t want balance.
They want optimization.
IDEA
We turned pre-drinking into a cultural hack.
To launch NotHangover, we created Punto Medio Bar,
a street-style pop-up serving
your first shot against the hangover.
Powered by NotCo and hosted by El Tío Pepe (NotCo's AI),
it became a neon-lit ritual to start your night smarter.
NotHangover. Optimized partying.
**NotHangover** is a plant-based probiotic shot that helps your body break down **acetaldehyde** — the toxic byproduct of alcohol responsible for hangovers.
Powered by NotCo’s AI *Giuseppe* (our Tio Pepe),
it blends science and flavor into three Mexican-coded names that hit harder than your first drink.
**Take it _before_ your first sip of alcohol.**
It boosts your body’s ability to process toxins faster — so the night stays wild, and the next day functional.
→ Available in:
**Pa’ cotorrear Agustín**
**Ay Jalisco no te rajes**
**Arré y después Ajúa**
> Optimized partying, shot by shot.
Your first shot — before the first shot.
You don’t sell anti-hangover shots.
You turn them into a new nightlife protocol.
So we didn’t launch NotHangover in pharmacies or supermarkets.
We took it to the streets — right where the night begins.
That’s how Punto Medio Bar was born:
a neon-lit, street-level pregame station,
where your first shot is for not the hangover.
We launched NotHangover through a street-style pop-up called Punto Medio Bar — a mobile pregame station inspired by tianguis, taquerías and urban corners in Mexico City.
No bouncers.
No velvet ropes.
Just a cooler, a shot, and a smart start.
Hosted by El Tío Pepe, NotCo’s rogue AI, this first-of-its-kind hangover-free ritual blends tech, flavor and street wit. He’s not a bartender.
He’s a preventender — giving you your first functional shot of the night before the chaos begins.
The rules are simple:
> One shot per person.
> Before any alcohol.
> No shots after drinking — prevention only.
> Located in Mexico's City hottest spots (Coyoacán, Condesa, Roma).
Part stand, part statement, Punto Medio Bar was designed to live in plain sight but feel like an insider secret — for those who want to party smarter, not softer.
PuntoMedioBar Coyoacán
PuntoMedioBar Polanco
PuntoMedioBar La Roma
PuntoMedioBar Santa Maria La Ribera
PuntoMedioBar La Condesa
PuntoMedioBar Zona Rosa
PuntoMedioBar Mexico City Launch Pop-Up Bar
Once the pregame protocol hit the streets,
we needed a language that could live out there too.
So we took the product’s own label — colors, boldness, punch — and turned it
into the foundation of a visual system inspired by Mexican poster culture.
Not instructional.
Not scientific.
Just loud, fun, and instantly recognizable.
Think lucha libre flyers, tianguis signage, party invites on utility poles —
remixed for the new generation of drinkers who pregame smarter, not softer.
“UNC PEPE INVITES YOU TO A HANGOVER-FREE PREGAMING RITUAL.”
“PARTYING IS AN ART. THE HANGOVER? A MISCALCULATION”
“YEAH, IT'S REAL. NO MORE THREE-DAY HANGOVERS.”
“PARTY'S STILL ON. HANGOVER'S OFF”
“ONLY YOU KNOW WHO YOU KISSED. BUT HEY - AT LEAST YOUR HEAD WON`T HURT”
We didn’t need science facts.
We needed street facts.
So we hit the streets with a poster campaign
that spoke the language of young, chaotic,
hungover Mexico — the kind that knows you’ll
party anyway, so you might as well party smarter.
Each poster pulls from our product label,
— bold type, coded color, and raw copy —
and remixes it with familiar formats
from local street culture:
Lucha libre ads.
Bar flyers.
Party announcements on telephone poles.
We created a visual system that feels as drunk as it is designed.
Fast to read.
Hard to forget.
And with a tone that hits just like your second mezcal.
“YOU MIGHT REGRET WHAT YOU DID. BUT YOU WON'T FEEL LIKE CRAP DOING IT.”
“A SHOT THAT DOESN'T JUDGE. IT GETS YOUR BACK.”
“THE PARTY'S STILL ON. THE HANGOVER'S NOT.”
“PARTYING IS AN ART. THE HANGOVER? A MISCALCULATION”
“WE CAN'T FIX YOUR MORAL CHOICES. BUT WE'VE YOUR BODY COVERED”
“ONLY YOU KNOW WHO YOU KISSED. BUT HEY - AT LEAST YOUR HEAD WON`T HURT”
“A SHOT THAT DOESN'T JUDGE. IT GETS YOUR BACK.”
“IT'S NOT MAGIC. IT'S SCIENCE, CUMBIA AND SHOTS.”
“IF BAD DECISIONS ARE YOUR THING, AT LEAST START WITH THIS ONE.”
“GOT BACK WITH YOUR EX AGAIN? AT LEAST THIS TIME YOUR HEAD DIDN'T HURT”
“YOUR GRANDMA LIT A CANDLE.
YOU TAKE A NOTHANGOVER TO LIGHT THE NIGHT LIKE A TRAILBLAZER”
The posters warmed up the city.
The board brought it all together.
NotHangover.
The smartest choice you can make
before the dumbest things you'll do.
