Elmwood revitalizes Heineken’s biggest Mexican beer brand, Tecate. With new packaging that stands out on the shelves, the design is powerful with Mexico’s historic eagle perched on the Tecate logo. Two colors- a rich red and a crisp silver- was developed to modernize the iconic Tecate color palette while the matte finish dramatically sets the brand apart from its competitors as well as drive quality appeal to the brand.
“Iconic and beloved, Tecate rapidly rose from humble beginnings in the North of Mexico in 1944, to become an integral part of the national consciousness and daily life.
Implicitly tied up in the notion of masculinity, the brand and its point of view had aged with its loyal consumers. Tecate needed to engage with a younger generation of men and women with evolving attitudes. The brand needed to find new ways to lead the masculine conversation without alienating its loyal consumer base.”
