Brand design consultancy Elmwood has “radically redesigned” Heineken’s oldest premium Mexican beer brand, Bohemia.
The rebrand will refocus Bohemia’s appeal, with a fresh approach capable of engaging with a younger generation of beer lovers while staying faithful to its existing consumer base. Elmwood’s extensive immersion into the brand’s background and culture highlighted a thirst among Mexican beer drinkers for a sophisticated and premium national brand to champion. This was a chance for Elmwood to revive Bohemia and create a brand that people of all generations would be proud to support, it said.
Elmwood focused on what makes Bohemia unique – its name – and developed the brand’s new distinct point of view, celebrating Bohemian perspectives.
The agency used marbled patterns to adorn the iconic gold-foiled tops to visually describe the sensorial experiences of the beers, while also communicating the unexpected and authentic creativity in the brand story.
It collaborated with Mexican lettering artists Lettres to redraw the Bohemia word marque, retaining the distinctive character of the Bohemia typography but giving it an authentic and contemporary Mexican flavour. The new marque celebrates the balance of perfection and passion that goes into the beer, achieved through consistent rhythmic uprights, while the passion comes to life through the playful flicks that break out of the lettering.
Meanwhile, the emperor character, which has been iconic to the brand since its launch, has been retained with a refreshed look.
Oliver Mason, design director for Elmwood, said: “Knowing that the audience are engaged beer lovers, we wanted to focus on highlighting the premium processes, ingredients and the flavour profiles that make each of the Bohemia beers unique – this comes to life through the foils and the carefully crafted storytelling that makes up the neck labels.”
And Greg Taylor, global provocation director for Elmwood, said: “Bohemia is a truly authentic Mexican brand that has huge opportunity to appeal to the mass market – young and older. We needed to bring Bohemia back and put it in the minds of social, passionate Mexican beer lovers once again.
“Our unique approach encompasses in-depth analysis of the market and the product itself. By tapping into authentic issues, looking at local consumer behaviour and recognising a national identity, we were able to deliver a robust creative strategy for Bohemia.”
Bohemia brand manager Gisselle Villarreal added: “The brief to bring Mexico’s oldest premium beer brand back into the minds of the consumer, with a radical new redesign, wasn’t an easy one. We knew it needed an agency who could really get under the skin of the brand as well as the culture it lives in. Elmwood’s approach, coupled with the team’s exemplary creativity, made them the perfect extension of our brand team. We knew they could deliver what we needed, and they have.
“Elmwood has respected the brand’s heritage and protected it brilliantly while delivering an identity that is fresh, distinctive and powerful. Bohemia will undoubtedly leave its mark once again for many more years to come.”
© FoodBev Media Ltd 2020
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