Naming Evokes ‘Altitude’ and ‘Alternative’
Mexican beer Tecate has partnered with Pearlfisher to position a new sub-brand of premium light beer, design the brand, communications and advertising as well as develop an appropriate and memorable name.
As Tecate’s first foray into ultra light beer, Tecate ALTA captures its Mexican-American spirit from the outset. ALTA translates to “tall”or “upper,” and also brings to mind descriptive words like “altitude” and “alternative” by way of pronunciation. Belen Pamukoff, Brand Director at Tecate, comments: “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, the lightness of Tecate ALTA and the specialness of its ingredients make way for more pairings and occasions.”
Both the brand world and the packaging feature patterns that showcase scenes and native elements from the brand’s roots – wheat, flora, fauna, as well as Mt. Cuchuma of Tecate, a town located on the border of Mexico and the US. On secondary packaging, the pattern emanates from panel to panel, representing borderlessness and freedom of space. A “Cerveza Suprema” product description helps to introduce and differentiate the brand at the center of each can, as well as secondary packaging.
The tone of voice and visual expression culminate in a series of introductory 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.
Creative credits at Pearlfisher include VP, Executive Creative Director Hamish Campbell; Creative Director Matt Sia; Head of Strategy Chris Allan; Associate Strategy Director Annie Seely; Senior Designer Jaisy Roman; and Senior Motion Designer Justin Sottile.