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Elmwood New York crafts modern brand identity for Tecate®

Elmwood New York, the strategic design agency, has crafted the new brand identity for Tecate®, the second-largest beer brand in the Heineken® portfolio. The design elevates Tecate’s iconic assets and extends its traditionally masculine identity to feel more progressive and modern. Tecate has historically been a leading beer brand in Northern Mexico. The Tecate team wanted to build on this regional success and extend the beer’s popularity to all of Mexico, including the younger and more cosmopolitan Mexico City. In short, they wanted Tecate to become the most desirable beer in the country. Elmwood NY revisited Tecate’s assets to build distinctiveness and help the beer stand out in an increasingly competitive marketplace. This included emboldening the brand’s iconic eagle and wordmark as well as stripping back unnecessary visual clutter. The result is a more modern visual identity that embraces Tecate’s bold spirit.

Elmwood New York crafts modern brand identity for Tecate®


Renee Bruner Elmwood

Project Type


Additional Credits

  • Executive Creative Director - Meg Beckum
  • Design Directors - Bruno Nesci, Mike Tabie
  • Account Director - Melissa Braun
  • Account Manager - Daniela Sabler
  • Senior Strategist - Robert Pietrzyk
  • Senior Designer - Jonathon Jones
  • Designer - Dee Dalencour




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