Global brand design consultancy, Elmwood, has completed its latest project for Heineken with a radical redesign of its oldest premium Mexican beer brand, Bohemia. The re-brand is the third piece of work delivered by Elmwood in the Mexican market, which continues to put Elmwood on the design stage as a global player.
Being the first premium beer in the country when it launched in 1905, Bohemia is an iconic brand in its native Mexico. Steeped in traditional values and a wealth of heritage, the brand has enhanced local beer culture and become a pioneer in food pairing.
However, Bohemia’s appeal had aged with its loyal customers, losing a strong point of view along the way. The brand needed to become aspirational once more with a fresh approach that could engage with a younger generation of beer lovers, while staying faithful to its existing consumers. Elmwood’s extensive immersion into the brand’s background and culture, highlighted a thirst amongst 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.
