ABOUT

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.

THE TENSION
Tecate wanted to change the overall perception of the brand to feel more relevant, progressive and elevated without alienating its existing consumer base.

THE POWER
With these learnings in hand, Elmwood NY revisited Tecate’s assets to build distinctiveness and help the beer stand out in an increasingly competitive marketplace.

“With a brand as beloved as Tecate, we knew that a boots-on-the-ground immersion across Mexico’s many regions would be necessary to inform a meaningful design.”
MEG BECKUM, EXECUTIVE CREATIVE DIRECTOR AT ELMWOOD NY