Interbrand Mexico, one of the 31 offices of the world’s leading brand consultancy: Interbrand, was commissioned to redesign the image of the Mexican sparkly water “Topo Chico”.Topo Chico is a brand of mineral water born and produced in Monterrey, Mexico for over 100 years, and now it is sold all over Mexico and across the United States with a variety of products such as flavored mineral water, sangria and a fruity drinks.
To celebrate its 120th anniversary Topo Chico has decided to change his identity, not only aesthetically, but strategically. The new identity retains the essence of the brand like the colors, history and values, but transformed into a fresher and simpler look in order to appeal younger market.
The new logo is an update of the previous one with better proportions and style. It is based on a geometric circular grid (apparently the circular fonts are “a thing” nowadays) and maintains the characteristics of the cursive style. The Christmas frost is finally gone and it is now only a sort of white shadow; a good solution to maintain the frosting characteristic in a minimalist way. I love the new lettering, the curves are very nice, but there are only two things that are kind of strange for me: I feel that the point of the “i” is a little bit too big, and that the “p” looks fatter than the other letters, maybe because it has no white space between the descending and the bowl, but I mean, of course this logo is so much better than the older one.
Another representative thing that got a makeover is the the symbol of “The Princess,” symbol that comes from the legend which tells that the daughter of “Moctezuma I” was cured from a serious disease after drinking water from the mountain “Cerro del Topo Chico”. The new art, which I love, was created by the illustrator Mark Summers, who created this beautifully detailed hand-engraved illustration where the princess is drinking water with her hands and not with her entire face as in the past.
This image, and others of the same style, will be used in the massive packagings and campaigns of the brand, and because it is not recommended using these detailed illustrations in small spaces, the image was simplified to become the symbol of the bottle labels. Not a big fan of this final result, but I understand and admire how they managed to simplify the magnificent illustration of Mark.
To complete the new identity, the agency “Enigma Studio” from Puebla, has designed a custom complementary typeface based on the first brand labels called “Mexican Toscana”. This font is an all-caps type with a tall height and symmetrical serifs, characteristics that remind me of a cowboy style, which I think will very effective for the US market because they still think Mexico is a ranch, I know that’s not right but it works to make the association with Mexico.
This typography will be used for complementary texts and labels for the different brand products (that are now showing a system and cohesive design, thanks god!), as well as in its new advertising campaign that features young people and slogans like “It hurts so good” and “Mexico’s best kept secret”, and that will be placed in events such as in the Loolapalooza music festival.
In short, this is a change with vision, someone finally decided to make a change in this brand and it looks promising. For me it was one of those brands that the company knew they didn’t have a good design but because it was already famous they didn’t care. And even though the new identity is not a drastic change and still looks traditional with the bottle and label design, with the campaign that shows the Mexican roots of the brand and the new strategy I think it will easily attract the US market.
But well.. at least this is my f opinion.
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AND SOMETHING I FOUND THERE by Stephen Petrey from Dallas, TX