Elmwood revitalizes Heineken’s largest Mexican beer model, Tecate. With new packaging that stands out on the cabinets, the design is highly effective with Mexico’s historic eagle perched on the Tecate emblem. Two colours- a wealthy pink and a crisp silver- was developed to modernize the long-lasting Tecate shade palette whereas the matte end dramatically units the model aside from its rivals in addition to drive high quality attraction to the model.
“Iconic and beloved, Tecate quickly rose from humble beginnings within the North of Mexico in 1944, to turn into an integral a part of the nationwide consciousness and every day life.
Implicitly tied up within the notion of masculinity, the model and its viewpoint had aged with its loyal shoppers. Tecate wanted to interact with a youthful era of women and men with evolving attitudes. The model wanted to seek out new methods to steer the masculine dialog with out alienating its loyal shopper base.”
“Elmwood’s in depth immersion uncovered deep perception into shifting Mexican cultural values and expressions of masculinity. It revealed an optimism, proud patriotism and want for constructive change that has the youthful era feeling energised and proud to be Mexican.
Tecate is deeply rooted within the North of Mexico, with an trustworthy and honourable character. Elmwood’s problem was to know how they might keep true to those proud roots and values, however develop an id to be embraced, understood and championed nationally.
Elmwood captured this perception, strategic essence and cultural momentum with the model’s new distinct viewpoint: ‘ NOW. Create the second’.
Creatively this meant understanding Tecate’s iconic design options, how these could possibly be utilised with the positioning and the way a model that began as one variant might now work as a cohesive and compelling household.”
“The long-lasting Tecate Eagle, the
The post Elmwood re-defines Mexican masculinity with Tecate appeared first on DICKLEUNG DESIGN 2014.
沒有留言:
張貼留言