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Celebrating the unique creativity and artistry in Bohemia’s most important asset – it’s name.

The challenge
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 with a wealth of heritage, the brand has enhanced local beer culture and become a pioneer in food pairing.

However, Bohemia had lost its relevance, and a point of view, along the way. The brand needed to become aspirational once more with an approach that could engage with a younger generation of beer lovers, while staying faithful to its existing drinkers.

The insight
Our extensive immersion into the brand’s background and culture highlighted a thirst amongst beer drinkers for a truly Mexican, premium national brand to champion.

We focused on what makes Bohemia unique – its name. Something that is ‘Bohemian’ expresses itself in unexpected, authentic, creative and original ways.

Maintaining respect for the brand’s past was paramount, together with the need for authenticity. We collaborated with Mexican typographers ‘Lettres’ to redraw the Bohemia lettering. The task was to retain the distinctive character of the current European Blackletter, but make it more contemporary with an authentic Mexican attitude.

The new lettering celebrates the balance of perfection and passion that goes into the beer. Perfection through the consistent rhythmic uprights. Passion through the playful flicks that break out.

The Emperor, who has been iconic to the brand since its launch, remained – but with a refreshed look. We respectfully recrafted the proud figure in-house, in a style that shares a consistent visual DNA with the redrawn Bohemia lettering. Addressing issues of clarity and simplicity means he is now an impactful and proud icon, not just an illustration.

Knowing that the audience are engaged beer lovers, we wanted to highlight what makes each of the Bohemia beers unique. We captured the sensorial profiles through specially created Bohemian patterns that adorn the iconic gold-foiled tops. The premium processes and ingredients used in the beers are described through the carefully crafted storytelling that makes up the neck labels and multipack end-panels.

The multipacks offered a challenge of their own, with the current designs lacking both consistency and standout. We stripped the design back to hero the iconic assets and deliver strong and consistent brand impact in a saturated marketplace.

The impact
“Elmwood has respected the brand’s heritage and protected it brilliantly while delivering an identity that is fresh, distinctive and powerful. Bohemia will undoubtedly leave its mark once again for many more years to come.”
Gisselle Villarreal | Brand Marketing, Heineken Mexico

Date created: May 2016 2016-05-01T00:00:00+0100
Date published: 25 January 2017 2017-01-25T16:06:02+0000

AWARDS

Mobius Award - Certificate

MADEIT CREDITS

Annual 2017 ShortlistReinvigorating Mexico’s first premium beerPackaging Project featured: on 26th January 2017 Contributor:

Elmwood has been a Contributor since 12th February 2016.

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Reinvigorating Mexico’s first premium beer

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