Creating Transformative Brands

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In a world of increasing turbulence and accelerated change, we believe tomorrow’s best brands will be built on and powered by cultural tension. We use these tensions to build brand power, transforming cultural and consumer tensions into meaningful and memorable brand ideas.

We use the power of design to create breakthrough brands that resonate with target audiences and which instil confidence through a collaborative, carefully crafted and pragmatic program to deliver success.



With the ambition to be the most desirable beer in Mexico, Tecate engaged Elmwood to revitalize its brand for a younger, more progressive generation without alienating its existing consumer base.

To attract a new generation of consumers, we encouraged the brand to think beyond the product – to see the brand reset as an opportunity to leverage their mass popularity and ubiquity in Mexican sports, music and entertainment. The brand evolution aims to create the community and lifestyle that these men seek, to represent their attitudes and interests, and ultimately to build a brotherhood of progressive pioneers.


Our rebrand for Tecate, which included the development of a new brand system and set of iconic assets rooted in the brand’s heritage, was crafted to accommodate for portfolio growth, new product innovations, and sponsorships such as the LIGA Mexico partnership the brand was able to secure shortly after the rebrand went live.


Following on from Tecate’s rebrand, we partnered with the team to craft the packaging and wider brand identity design for Tecate 0.0 – offering all the taste of a great beer without the alcohol.

As the global trend for wellness continues, the demand for non-alcoholic adult refreshments is growing, with The Heineken Company as the global market leader in the 0.0 beer category. Heineken’s second largest brand globally by volume, Tecate, was looking to introduce a non-alcoholic variant to counter the stigma that beer cannot be enjoyed during a midday meal occasion.

Tecate 0.0 brings a blend of innovation, creativity, and flavor to offer a great option for consumers who love beer and want to drink it at any moment and any time. Promising all the flavor and 0 alcohol, Tecate 0.0 was crafted with new generations in mind by offering all the taste of a great beer to enjoy during any occasion.

Stori: Crafting a Powerful Identity for a Mexican Fintech Unicorn

Since 2018, Stori has opened access to credit for Mexico’s underbanked population. Providing the building blocks for financial stability and confidence, Stori empowers consumers to dream bigger, reach higher, and achieve their life’s ambitions. After attaining unicorn status, the Stori team enlisted Elmwood as they embarked on a major brand transformation.

Together, we crafted a powerful new strategy and identity positioning Stori as a changemaker pushing the boundaries of Latin America’s financial system.

See how we did it below.

Our Brilliant Partners


Since it began five years ago, Stori has found momentum in its capacity to challenge the status quo. At its heart, our brand is about people; the dynamic that comes about by enabling their energy and purpose in life. It’s fantastic to see how our new brand channels that raw human spirit.Bin Chen, CEO and Co-Founder, Stori
One of our team members was tasked with finding the best agency in the world to work with and came back with Elmwood. We’ve not been disappointed. Their deep insight processes combined with genuine creativity has resulted in the Tecate brand being taken to places we would never have imagined. Elmwood has maintained and respected the brand’s essence while delivering an identity that is fresh and powerful and will leave a mark on the brand and market for years to come. Franco Maria Maggi, Marketing Director, Heineken Mexico

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We work with the renegades of their category. Those that are unafraid to make bold moves. If that’s you, we’d love to explore partnership.