New Logo, Identity, and Packaging for Tecate by Elmwood

First brewed in 1944, Tecate is one of the most popular beers in Mexico and probably one of the most recognizable consumer brands in general (in Mexico) as they sponsor every major event and their logo is omnipresent everywhere from large cities to tiny towns. From my own memory, I think Tecate has more equity than the more well-known Corona in the U.S. — from my memory too it’s the very first beer I ever took a sip off as a kid from my cool semi-uncle, Pepe. The beer takes its name from the city of Tecate in Baja California (near Tijuana) where the beer’s first plant is located and where it’s still produced. Tecate was acquired by Cervecería Cuauhtémoc Moctezuma in 1954 (which in turn was acquired by Heineken in 2010) and it began being exported worldwide in 2017, althou