Product of the Day—Tecate Adds "Carácter" to Symbolic Eagle with Revitalized Packaging

Celebrated Mexican beer brand Tecate recently revamped its primary and secondary packaging, including its iconic eagle logo. The new design completely aligns with similar new packaging recently introduced in Mexico, further emphasizing Tecate’s cross-border alignment.

“As a brand ‘con carácter,’ we’re committed to offering distributors and retailers a quality product that will not only stand out on their shelves but also reflect the boldness and masculinity of our U.S. Hispanic consumer,” said Felix Palau, Vice President of Marketing for the Tecate equity. “As Tecate’s brand packaging design partner, HMSDesign was instrumental in visually leveraging the characteristic black eagle to create an ownable ‘badge of value’ that is more recognizable, contemporary and dynamic than ever before.”  

The revitalized Tecate and Tecate Light packaging features a larger black eagle set against the vibrant red-and-gold and blue-and-silver backgrounds of the brand. One side of all cans prominently displays the brand’s icon, further showcasing its bold character. Additionally, the Tecate and Tecate Light brand names have been re-positioned on a dynamic horizontal plane for increased legibility and presence.

“We are long-term partners with the Tecate brand, and served as co-creators in identifying the key elements of the brand equity, creating a design solution that visually resonates with the consumer,” said Hugh Montgomery of HMSDesign. “As a master brewer, Heineken [parent company of Tecate] knows beer. As brand strategy consultants, we know how to leverage design to sell products in core markets.”

The new packaging will be featured in point-of-sale materials, including mail-in-rebates, price cards, pole-toppers and mass display pieces, designed to support the brand’s upcoming promotional efforts. Tecate has introduced commemorative packaging to support several of the its programs, such as championship boxing events and soccer promotions over the past few years. However, the last time that the brand equity redesigned its entire packaging line was in 2009.
Despite changes in packaging, Tecate and Tecate Light beer, themselves, remain unchanged. Consumers 21 and older across the country will continue to enjoy the same bold taste of Tecate and Tecate Light, which is characterized by a full essence and aroma derived from the natural ingredients used in its brewing process.

For more information on Tecate’s redesigned packaging, visit www.enjoyheinekenresponsibly.com

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