Elmwood has created a new packaging design for Tecate, Heineken’s biggest Mexican beer brand.

The UK-based agency refreshed Tecate’s brand symbol by broadening the eagle’s shoulders and emphasizing the ‘T’ on its chest. The eagle perches atop the redesigned Tecate name. The designers purposely placed the eagle and name together to meld the brand elements into a single, cohesive design.

Elmwood employed the colors red and silver to modernize the Tecate color palette. It used a matte finish to distinguish the brand from competitors and make the design more appealing. According to Heineken, Tecate features the first matte finish in its Mexican portfolio.
Each beer variety—Light, Titanium and Original—also features its own unique ‘Spirit Eagle’ design.

Elmwood Global Provocation Director Greg Taylor said:

“Tecate is a Mexican brand that goes to the heart of Mexican identity, and getting into a mindset that was authentic was a challenge that demanded respect. Our unique processes that combine deep forward facing research and Biomotive Triggers mean that we can use the global language of storytelling to tap into authentic issues of national identity and support our creativity with strategy that crosses borders.”

h/t: http://www.thedieline.com/blog/2015/7/29/elmwood-re-defines-mexican-masculinity-with-heineken-beer-brand-tacate

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