The problem the 71-year old brand faced was that it had remained loyal to its older consumers but wasn’t addressing the younger generation, so the brewer enlisted design consultancy Elmwood to work with Tecate to “re-define modern masculinity” and appeal to today’s urban Mexican man.
Speaking to The Drum Jon White, Elmwood managing director, said that design was critical to informing Tecate’s brand strategy. “This was a repositioning for them so our design was predicated upon finding that new positioning and they whole heartedly embraced that. If we hadn’t done that it’s just another set of designs, so we had to Read full story ›
Source: The Drum
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