Tecate ALTA
Heineken USA
A premium light beer doesn’t mean scaling back. In the same way that being Mexican-American brings with it a duality and richness in combining cultures, we partnered with Tecate to highlight the lightness of Tecate ALTA and the specialness of its ingredients, which make way for more pairings and occasions.
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As Mexican-American culture continues to be infused with culture in the United States, opportunities are ripe for Mexican beer with a confident, unique offering. Our task was to name and position Heinekens new sub-brand of premium light beer, design the brand, communications and advertising as well as develop an apt, standout name for Tecate ALTA.
As Tecate’s first foray into ultra light beer, Tecate ALTA is a fully defined brand innovation in a rapidly growing category. The name of the brand ignites Tecate’s Mexican-American spirit from the outset. ALTA translates to mean “tall” or “upper”, but also brings to mind descriptive words like, “altitude” and “alternative” by way of pronunciation.
Tecate ALTA’s brand innovation
This brand innovation is built around the identity in both the brand world and packaging designs is a bespoke pattern. Like a tapestry, the pattern is full of stories that showcase scenes and native elements from the brand’s roots – wheat, flora, fauna, and Mount Cuchuma of Tecate, a town located on the border of Mexico and the United States. On the secondary packaging, the pattern emanates from panel to panel, representing borderlessness and freedom of space. The “Cerveza Suprema” product descriptor helps to introduce and differentiate the brand at the center of each can as well as secondary packaging.
To introduce the brand to the world, Tecate ALTA’s tone of voice and visual expression culminate in a series of brand activations including TV commercials, radio, social media templates and internal communications. Using CGI and slow-moving imagery, these motion designs feature the sensorial qualities – from the metallic finish catching the sunlight and condensation collecting on the can.
