Sol

Putting the sun at the heart of Sol • Putting the sun at the heart of Sol • Putting the sun at the heart of Sol • Putting the sun at the heart of Sol • Putting the sun at the heart of Sol • Putting the sun at the heart of Sol • Putting the sun at the heart of Sol •
Putting the sun at the heart of Sol • Putting the sun at the heart of Sol • Putting the sun at the heart of Sol • Putting the sun at the heart of Sol • Putting the sun at the heart of Sol • Putting the sun at the heart of Sol • Putting the sun at the heart of Sol •

Putting the sun at the heart of Sol

It’s a summertime drink that’s always been recognized by the iconic sun motif on pack. But over the years, the beer market has changed. We’ve seen the emergence of craft beers along with a new vocabulary of visual cues and a demand for authenticity. At the same time, Sol’s red and yellow colourway was losing the distinctiveness it once had.

Our job was to evolve the label and pack design to create a more contemporary interpretation of the core brand icon and support a distinctive, premium position in the market.

The Sol look and feel has previously been inspired by rebellion. It was gritty and raw. We needed to reposition it as aspirational. Tapping into lifestyle trends, our strategy focused on connecting customers to the positive energy of the sun, an optimistic force that champions the moment. We wanted to tell a story of sun-filled urban adventure and build emotional associations that would inspire a new generation of drinkers.

Putting the sun at the heart of Sol • Putting the sun at the heart of Sol • Putting the sun at the heart of Sol • Putting the sun at the heart of Sol • Putting the sun at the heart of Sol • Putting the sun at the heart of Sol • Putting the sun at the heart of Sol •
Putting the sun at the heart of Sol • Putting the sun at the heart of Sol • Putting the sun at the heart of Sol • Putting the sun at the heart of Sol • Putting the sun at the heart of Sol • Putting the sun at the heart of Sol • Putting the sun at the heart of Sol •

Deriving from Mexico, Sol’s roots are a key part of the brand. We started by exploring the positive, sunny visual heritage of Mexico and seeking out artisanal crafts for inspiration. Looking at painting techniques and lino-cuts used in saddle decoration, we found a vibrant attitude and energy that was right for the brand and relevant for customers.

Our designers crafted all the new assets by hand using traditional print-making methods. The new design has a textured and spontaneous style, referencing natural materials and pigments. This makes it look more human and positions the brand as more approachable. Instead of a sunset, the sun now has a gentle afternoon warmth and is more prominent on pack – clearly the hero. Replacing the bright yellow, golden hues we deliver a more premium look.

The new design launched globally, reconnecting Sol with its heritage and improving the presence of the brand on shelf. Brand guidelines were created to inform applications across all channels.

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