The Manchester-based creative agency recently announced a strategic redesign aimed at establishing Sol as the preferred choice among young adult consumers, while simultaneously rejuvenating its status as the original beer through craft and premiumization.
As part of this overhaul and commitment to overall premiumization, the LOVE team collaborated with illustrator and lettering artist Tobias Hall. Together, they meticulously redrew all essential design elements on the bottle label, including the Sol wordmark, background clouds, secondary lettering, and the iconic sun face.
For the updated wordmark, Hall drew inspiration from the distinctive and evocative lettering of Sol’s historic labels. This effort has infused the letterforms with a rich, crafted detailing, ensuring they resonate with both tradition and modernity.
Moreover, the central sun icon has received enhancements, incorporating ‘deeper storytelling’ that elevates it beyond its previous role as a mere background element. In its redesigned form, the sun now gazes upward, embodying the optimism and heritage of Sol for the first time.
The vibrant color palette emphasizes Sol’s signature red and gold, while introducing teal to evoke a crisp, clear blue sky and underscore the freshness of the liquid within.
Bespoke supporting typography pays homage to the brand’s origin story. It showcases a diverse mix of font styles that reflect elaborate archive labels, thereby enhancing the narrative around sustainable packaging in the food and drink sector.
Additionally, the illustration of the gold medal awarded to the brand at the Paris Exposition in the early 1900s has been refined in a contemporary style, elevating its significance on the packaging.
Eric Halgand, global brand lead for Sol, stated: “Sol is the original Mexican lager and features a unique history – this striking new visual identity honors this heritage while staying true to its uplifting, sunny positioning. After meticulous development, we’re thrilled to unveil the new look for the brand globally, alongside the smooth, refreshing taste of Sol, perfect for consumers looking to unwind and recharge.”
Eve Warren, design director at LOVE, emphasized: “By focusing on design that is both emotionally resonant and commercially impactful, we set out to distinguish Sol from its competitors. This new identity represents a bold resurgence of Sol’s authenticity and heritage, tailored for young adult beer drinkers in alignment with current food and drink consumer trends.”
