Tecate: Brand Identity by Elmwood New York

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. To accomplish this, they aimed to change the overall perception of the brand to feel more relevant, progressive and elevated without alienating their existing consumer base.

Tecate brought on Elmwood New York to design around this challenge. The agency partnered with the Tecate team to craft the new visual identity, packaging, brand world, design principles and brand guidelines. To get started, Elmwood NY conducted an extensive cultural immersion across Mexico to understand the various perceptions and behaviors in consumption and shopping across regions.