Tecate redesigns packaging.

Tecate, the Mexican cerveza con carácter, introduced its new primary and secondary packaging designed to reflect the brand’s boldness and masculinity. The new designs, which are available nationwide, completely align with the packaging currently found in Mexico, establishing a visual identity among Mexican consumers in the U.S.

“Redesigning packaging is part of Tecate and Tecate Light’s natural process of innovation and demonstrates our commitment to offer distributors and retailers a product that can stand out in the marketplace,” said Carlos Boughton, brand director of Tecate. “The goal for the primary and secondary packaging is to establish a stronger connection to the brand’s ‘con caracter’ messaging by leveraging the new coloring and design.”

The newly designed Tecate packaging features a deeper red tone, which has characterized the brand throughout its history, while the iconic black eagle is outlined in silver for a more modern feel. For Tecate Light, blue and silver are still the predominant colors, with the blue eagle outlined in silver. Additionally, the Tecate and Tecate Light packaging pays greater homage to the city of Tecate – where the beer originated – with more emphasis on the mountainous area depicted in the labels and package. The font has also been upgraded to an edgier style.

Though its packaging is changing, Tecate’s taste will remain the same, keeping its bold flavor characterized by a full essence and aroma derived from the natural ingredients used in its brewing process.

The last time the Mexican cerveza redesigned its entire packaging line was in 2005. However, Tecate has launched commemorative packaging to support several of the brand’s initiatives, including its sponsorship of various championship boxing events.

The packaging was developed by Cornerstone Strategic Branding.