International brand design agency, Design Bridge, has completed a repositioning programme of the core range of Mexico’s Cervezeria Cuautéhmoc Moctezuma (CCM) Super Premium portfolio — Bohemia, across multiple consumer touchpoints.

The agency was briefed to reposition & design the Bohemia brand to capitalise on Mexico’s ever growing demand for super-premium beers. The portfolio includes Bohemia — Mexico’s oldest and most traditional pilsner, Bohemia Obscura, a darker Vienna-style beer, and the creation of a new innovation, Bohemia Weizen — Mexico’s first wheat beer.

Design Bridge’s branding approach draws attention to the brand’s roots and created a bespoke typeface, Bohemia Bastarda, to reflect the Czech influence in Bohemia’s heritage. An ownable brand marque was created by redesigning the Bohemia icon, Cuauhtemoc, with its eagle head-dress which was worn in battle and ceremonies by the Aztec leader and warrior featuring prouder and stronger in order to truly portray the national identity of the brand.

The craftsmanship that goes in to making the beer characterises the Bohemia approach to brewing leadership is reflected by using a handwritten script that echoes the signature of Enrique Elizondon, their master brewer, on the neck foil to give the sense of seal of approval on each bottle.

In order to create a brand architecture for a consumer’s experience, the design of the three products in the range are inspired by the colours of their respective liquid and influences from Aztec tradition. Browns, reds, creams and hammered gold, all used by the Aztecs for decoration. Hammered gold was used as detail throughout the re-design.

Central to the project was the definition of the brand’s sensorial experience and how to bring it to life across all brand communications including design, packaging, retail environment, print advertising, sponsorship through to the music played in bars.