VBAT, the Amsterdam-based award-winning brand development agency, is unveiling the new brand identity for Mexican brewery, Cuauhtémoc Moctezuma based in Monterrey. The change in direction follows Heineken’s take-over of the Mexican brewery earlier this year and marks the company’s 120-year anniversary.

Cuauhtémoc Moctezuma approached VBAT triggered by their international reputation for successfully transforming the face of other Heineken global beer brands, such as Amstel International and Cristal in Chile.

Although Cuauhtémoc Moctezuma has been incorporated into Heineken’s operations, the Mexican brewery will retain its name, maintaining the connection with its rich heritage. VBAT was tasked with creating a new identity for Cuauhtémoc Moctezuma representing the company’s past, while adding Heineken’s global appeal. The new logo continues to link the brand with the two Emperors—Moctezuma, famed for his openness, and Cuauhtémoc, for his brave spirit — while its contemporary expression positions the company as an icon of modern-day Mexico. The new colours, red and green, are strong and bold. Red has long been associated with the company and green represents its new relationship with Heineken.

“To be approached by Heineken and tasked with designing the new identity for one of Mexico’s main breweries is a true honour. After working closely with the client’s team we learned to understand the company’s culture, its history, its reputation and its future goals. After exploring various conceptual territories we found out that keeping the two Emperors best reflected the core of the company’s character. We kept the original subject matter but made it more dynamic, more contemporary and delivered quality in the execution,” commented Eugene Bay, Chairman and Brand Director for VBAT.