Design Direction
Colour palette
I decided to go with orange as the one of the main colours as it's vibrant and energetic and can evoke feelings of excitement, enthusiasm, and warmth. It can also be associated with creativity, playfulness, and adventure. Adding the colour orange to the rebranding design of Pacifico beer would help create a fun and lively feel that appeals to a younger audience. It also complements the existing yellow colour, creating a warm and inviting colour palette. To make it easy for consumers to distinguish between different beer flavours, I decided to go with different colours for each flavour.
Logo & Typography
I decided to rebrand Pacifico to be a brand that appeals to beer and music lovers. I incorporated a flag and a music note as part of the logo. The design is both subtle and bold, and it tells a story of how Pacifico beer is not just a drink but an experience. The flag symbolises the brand's rich heritage, while the music note represents the brand's connection to music, a universal language that brings people together. I chose a modern bold font which is straightforward, easy to read, and perfect for a younger audience.
Illustration
The design includes an illustration of a historic lighthouse in Mazatlán, Mexico where Pacifico beer derives from. This gives a nod to their heritage whilst also going for a modern look with the design.
