The Label

The Hasta La Raíz label is more than packaging, it's a visual act of resistance and remembrance.

Featuring six colorways inspired by traditional folklórico dresses, this label invites each participating brewery to choose a version that resonates most with their identity, their community, and their fight. These vibrant colors aren’t just beautiful, they carry the weight of generations who danced, worked, resisted, and survived.

At the center of the label is a photograph that tells its own story: a street vendor pushing a paleta cart, surrounded by sunlight and sand. It's an image many of us grew up with, simple on the surface, but layered with the quiet strength, dignity, and hustle that define immigrant life. It speaks to the dreams we inherit, the labor we witness, and the yearning for equity that stays with us from childhood into adulthood.

The copy on the label is a declaration:

“We will not be erased. We remain because this has always been home...”

It honors the families who wake up early and stay up late, the children who grow up between cultures, and the workers whose value can't be defined by paperwork. It calls out a system built on exclusion and uplifts the humanity of those so often overlooked.

This label is a call to remember. A call to celebrate. A call to act.

By choosing to participate, each brewery makes a statement: We see you. We stand with you. We brew in solidarity.

And with every can, we carry that message a little further into homes, into hands, into hearts.