Cerveza Superior

One of the most iconic beer brands in Mexico was getting a makeover. New label, new taste, new attitude. For decades, the “Superior blonde” concept was it’s trademark: a stereotyped view of a beautiful wet t-shirt contestant. Times have changed and so did the brand. We were asked to make a propposal. Our pitch stated that we needed to solidify the legacy of the brand, but re-invent it with the idea of a new manhood, a new perspective towards life: not sleazy but elegant, not misogynistic but inclusive, not irreverent but defiant. A platinum look and a minimalistic layout.