Heineken has adopted a new design from brand design consultancy Elmwood for its Tecate brand of Mexican beer.
The design agency has updated Tecate’s iconic eagle symbol by puffing out the T-emblazoned chest, broadening its shoulders and authoritatively placing him on top of a modernised logo. “The physical linking of the eagle and word marque creates a single-mindedness that the masterbrand had previously been lacking,” Elmwood claimed.
Two new colours – a bolder, richer Tecate red and Tecate silver – were created to modernise the brand’s colour palate, while the introduction of additional eagle motifs with individual personality traits further has further differentiated the range of variants. A matte finish to the design – a revolutionary first in Heineken’s Mexican portfolio – dramatically sets the brand apart from its competition, and will drive quality appeal.
The changes have been introduced to target a younger generation of consumers with evolving attitudes, and keep pace with changing cultural values and expressions of masculinity in Mexican society, Elmwood said.
Elmwood senior designer Oli Mason said: “Delivering a design solution that re-energises such an iconic brand without losing its loyal audience was a task that we’re proud to have done justice to. Carefully balancing the respectful evolution of the Tecate word marque and eagle with the revolutionary excitement of the matte finish and spirit eagles means Tecate can feel reassuringly familiar yet thrillingly fresh.”
Heineken marketing director Franco Maria Maggi added: “One of our team members was tasked with finding the best agency in the world to work with and came back with Elmwood. We’ve not been disappointed. Their deep insight processes combined with genuine creativity has resulted in the Tecate brand being taken to places we would never have imagined.
“Elmwood has maintained and respected the brand’s essence while delivering an identity that is fresh and powerful and will leave a mark on the brand and market for years to come.”
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