• October 31, 2011

Mexican beer brand Dos Equis is sprucing up its packaging.

Both primary packaging (bottles and cans) and secondary (outer pack) packaging will feature a new design starting in November highlighting key brand elements in a more premium manner, in an effort to draw attention to its brewing history and significantly boost visibility and impact on shelves and in displays.

The primary packaging design changes include an updated typeface of the “XX” and rays on the front label to increase brand visibility, switching the profile of Aztec chief Moctezuma (usually known as “Montezuma” in English) from left-facing to right-facing, meant to symbolize the brand’s momentum and forward-thinking character.

The brand’s secondary packaging was completely redesigned to bolster sophisticated and premium cues while raising visibility. Among the changes are a front-facing brand logo, and a background with various images and texts communicating the brand’s heritage and authenticity. The addition of a Dos Equis bottle and a hand-blown draught glass to the side panel shows the beer’s color and helps consumers to distinguish the differences between Dos Equis Lager and Ambar.--Tanya Irwin