London-based Bulletproof has transformed identity and created a new packaging range design for the Mexican lager brand Indio, owned by Cuauhtémoc Moctezuma, part of the Heineken Company.

The agency was appointed for the brand’s makeover in April 2011.

Tony Connor, Design Director at Bulletproof, comments: “From the outset our intention was to create a strong brand identity for Indio that would become instantly recognisable and bring the brand’s personality to life. The Sunstone inspired identity takes its inspiration from Aztec calendars — embedding elements of discovery within the dial, each icon represents a different product, brand or consumer truth. Cuauhtémoc takes a confident new stance illustrated in the bold colours of the Mexican flag. While not forgetting the rich Indio brand heritage, the new identity conveys a progressive spirit, inspiring consumers to search for things that are not instantly identifiable — “La cosa es buscarle” (the point is to search).”

«The new Indio design is a hugely important move on for us as a brand. We knew that we needed the best global creative agency possible to help us to achieve our goals and vision for the brand. This is why we chose Bulletproof,» said Ricardo Duran, Brand Manager at Cuauhtemoc Moctezuma.

The new Indio identity goes live in Mexico April 2012.

Photo: new brand identity and packaging of Indio lager