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New Logo, Identity, and Packaging for Cerveza Sol by Soulsight
 

before

after

Noted Aug. 17, 2018 by Armin

Industry / Consumer products Tags /

About

(Est. 1899) “Sol [a lager-style beer] was founded in Mexico in 1899 when a German brew master took inspiration from a ray of sunlight shining through a hole in the brewery’s roof. In honor of this experience, he christened his new beer with the name “Sol” which translates to ‘The Sun’. Sol - The Authentic Mexican Beer Since 1899.” Sol is distributed in the U.S. by MillerCoors.

Design by

Soulsight (Chicago, IL)

Related links

MillerCoors blog post

Relevant quote
Soulsight identified two of the most prominent and recognizable design elements conveying the brand’s personality — its bold, red script and sun graphic. The team worked to clean up the on-pack communication then refined the brand mark to be more appealing and approachable. Applying a meaningful treatment of the sun iconography (a visual representation of the Spanish word “Sol”) gives the brand a sense of placement with the sun shifted lower and more vibrant rays radiating across the pack to illuminate the script. A brighter color palette replaces the previous black and white dominated background, lending a fresher, more optimistic feel.

The sun is not the only nod to the authenticity of Sol’s Mexican heritage. Medallions placed at the bottom of pack and the top of the cans serve as credibility cues through a stylized interpretation of the gold medals awarded to the beer around the turn of the century. New on-pack messaging adds clarity in communicating that this is an authentic Mexican lager or Cerveza, Original de Mexico.

The refreshed design was applied to all of Sol’s offerings, including bottles, 12 oz. cans, single serve 24oz. cans, and six-pack and 12-pack cartons. Additional global applications of the rebrand include on- and off-premise look & feel, instore POS, interactive consumer experiences at festivals and events, as well as holiday rollouts slated for 2019.

Soulsight provided text

Images (opinion after)
New Logo, Identity, and Packaging for Cerveza Sol by Soulsight
Logo.
New Logo, Identity, and Packaging for Cerveza Sol by Soulsight
6-pack, before and after.
New Logo, Identity, and Packaging for Cerveza Sol by Soulsight
6-pack.
New Logo, Identity, and Packaging for Cerveza Sol by Soulsight
Line-up.
New Logo, Identity, and Packaging for Cerveza Sol by Soulsight
Bottles and cans.
New Logo, Identity, and Packaging for Cerveza Sol by Soulsight
New Logo, Identity, and Packaging for Cerveza Sol by Soulsight
Various touchpoints.
Opinion

The old logo was busy as hell but it was kind of cool and different from other beer logos out there. The inverted sun graphic, though, was an unfortunate thing. The new logo is a gentler version that places more emphasis on the lettering and uses the sun and other type as supporting elements. Other than losing the notch that used to cut into the “L”, it’s a decent alternative — I still like the energy of the old logo better. On the 6-pack, the change is much more noticeable and beneficial, making the product look less grungy and more inviting. The elements extend nicely across the different formats and, interestingly, in the bottles, the old logo lock-up remains but with the new refinements, which I guess brings the best of both worlds for me. The non-packaging applications are solid and make good use of the identity elements in a flexible way. Overall, this is a solid redesign that makes the beer look approachable with a hint of non-U.S.-beer-exotic-ness.

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Logo Before & After
Packaging before & after

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