AGENCY
CANVAS UNITED
ROLE
ART DIRECTOR,
SR DESIGNER
THE ASK
Mexican craft beers begin to fill jars in restaurants and bars in the United States, a natural market for manufacturers of alcoholic beverages, who after conquering Mexican consumers have begun to expand their marketing horizons. Brewers agree that some states, such as California and Texas, where there are a large number of Mexicans, are beginning to establish themselves as points of sale for the distribution of their beers. How do we define South Norte as a brand for the masses and not just a Mexi-Cali beer for Mexicans only.
CLIENT
SOUTH NORTE BEER
SOLUTION
One of the first projects was to facelift the masterbrand packaing to appeal to a larger broad consumer. I also worked on website updates, sell sheets, printed collateral, social media, tap handle designs, and more. The above is a broadcast .30 spot that described how it felt when you cracked open a South Norte beer by consuming the culture and to live it through and through. A culture rich of heritage and passion.
AGENCY
CANVAS UNITED
ROLE
THE ASK
South Norte Beer needed a master brand package redesign. Their previous brand was influenced by wood block, print making DIY illustration style and seemed busy. If they wanted to compete in the national to international Mexico style beer space like Tecate, Corona, Modelo & Dos Equis they needed a facelift.
ART DIRECTOR
SR DESIGNER
CLIENT
SOUTH NORTE BEER
SOLUTION
The issue with the previous brand label was the hierarchy of the label was incorrect for Non-Spanish speakers. The name of the beer which was sometimes Spanglish was larger than the type of the beer. People wouldn't know if it was a lager or IPA based on the hierarchy. We changed it the label so that the type of beer was clear and large. We created a white top so that the logo/name of the beer could build recognition. It also gave it a very clean feel. The box packaging also mimicked the cans. This was very difficult to do with die lines to make sure all four sides lined up. This was a very fun project, I did the drawing for the Ay Chelita IPA beer.
