Tecate Beer:
The Soul Of Our Roots
Our team was tasked with a holistic redesign project and innovation extension for Tecate beer, the most popular cerveza in México. Our creative strategy was to dig into Tecate’s past to revive the brand for the future. We pulled from the beer’s place of origin, the founder story, vintage packaging, and the maverick spirit that started it all to re-introduce Tecate with even more heart and soul.
2024
Current Brand Identity
Tecate. Esa Mera.
“Esa mera” or “that very one” highlights the irreplaceability or authenticity of the someone or something, akin to saying “the real deal” in English. It underscores the idea that the genuine article—the “real” one—cannot be replicated or duplicated. It’s a way of affirming that true authenticity stands out as singular and unmatched.
La Cheve de Siempre
In the south of Mexico, a cerveza is called a “chela.” In the north, where Tecate was born, it’s called a “cheve.” It was the refreshing “cheve” that quenched the thirst of miners. The “cheve” you remember your uncles drinking. The “cheve” that brings your friends together. And now the “cheve” that shows up everywhere you go. Without a lot of frills or fuss. But always a little fun.
Creative Director: Meg Beckum
Senior Creatives: Dee Dalencour, Victoria Houman, Victor Won
Motion Design: Dee Dalencour
Strategy: Paul Collins
Illustration: Elyanna Blaser-Gould
Custom Typography: Dan Forster