Client: Elmwood, London
Chris Mitchell was commissioned by Elmwood London, to evolve the Tecate illustrative eagle marque. Tecate is a Mexican lager who's associated brand emblem is a black eagle. Chris was asked to bring the eagle to life by giving it a hero stance. This was achieved by broadening the eagle's shoulders and chest, whilst illustrating the eagle at a dramatic perspective angle. Carefully crafted line-work in all areas assisted in projecting an iconic eagle of stature and presence. The proud Tecate eagle is now placed above the modernised word mark. Three further eagle poses were created to feature as part of the illustrative brand assets on cans and beer labels. Tecate has become one of the fastest-growing light beers in the USA.