TECATE BEER
HELPING AN ICONIC BRAND TAKE FLIGHT
After successfully helping Elmwood New York™, and Elmwood London™ win the pitch for Tecate®, I was tasked with evolving an already well-loved and established brand into a more modern and meaningful cultural voice. As lead designer, my goal was to take Tecate's® core brand values and elevate them beyond beer; creating a bold new look that rallied behind Mexico's love of sport, music, and togetherness.
ELMWOOD NEW YORK™ - 2019 - SENIOR DESIGNER
EVOLVING THE BRAND
Being the well-established and loved brand that Tecate® is, the goal was not to reinvent, but rather to strengthen the existing iconic assets and make them work harder. We wanted to elevate the brand into a stronger and more contemporary space, while still retaining its distinct look so as to not alienate its existing fanbase. By being singular in colour, setting our eagle free, and using cleaner lines with more direct and clear communication, we gave the brand a bold but familiar voice.
BEYOND BEER
In order to help Tecate® grow towards becoming the number one beer in Mexico, it was important to build on the brands northern regional success and engage a wider audience, including the younger and more cosmopolitan Mexico City. Shifting the narrative and injecting the brand into Mexico's cultural love of sports, music, and entertainment allowed for more brand accessibility and created a bold call-to-arms for a wider target market.
