Sol beer gets updated packaging to highlight its Mexican heritage

first_imgSol beer gets updated packaging to highlight its Mexican heritagePosted By: Jules Scullyon: August 15, 2018In: Alcohol, Beverage, Industries, PackagingPrintEmailMillerCoors has partnered with brand agency Soulsight to relaunch its Sol beer in the US, in a move to highlight its premium credentials.Soulsight aimed to reposition and modernise the beer with fresh energy, while retaining its heritage to ensure the redesign didn’t alienate existing brand loyalists comprised of 21- to 29-year-old consumers.The initial step included taking stock of which core equities to carry into the new look and feel. Soulsight identified two of the most prominent and recognisable design elements conveying the brand’s personality: its bold, red script and sun graphic.The sun on the packaging has been shifted lower with more vibrant rays radiating across the pack to illuminate the script. A brighter colour palette replaces the previous black and white dominated background.Soulsight senior design director Graham Ebetsch said: “We had a lot of conversations about how to capture the spirit of this brand, and the main touch points we kept coming back to is the old signage around Mexico — the old tin signs and the murals.“We wanted to leverage the brand’s heritage in a really meaningful way to create a strong sense of place by drawing out the colours and vibrancy of the heart of Mexico.”Sol marketing manager Elizabeth Hitch said: “We’re bringing back the sun to Sol. With the brand having such a rich, consistent design history, it would be a total miss if we did not restore its heritage-inspired iconography and bring it back to the United States for this relaunch.“The idea was to connect with consumers with a message rooted in authenticity and optimism. The new packaging is the first step in making that connection.”The refreshed design has been applied to all of Sol’s offerings in the US, including bottles, 12oz cans, single-serve 24oz cans, and six-pack and 12-pack cartons.Share with your network: Tags: beerMillerCoorsSolUSlast_img

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