23 Apr 2017
Dos Equis tapped Groundwave to explore how they might extend their brand into apparel and products that would speak to a niche audience of creative influencers. Digging into the brand's Mexican heritage with gusto, we created a broad range of product concepts rooted in Dos Equis' history of "bridging tradition and modernity."
We designed three distinctive apparel concepts, which all integrated the brand's signature double X: a unisex t-shirt line that utilized the patterns and symbology of traditional Mexican talavera pottery, a collection of t-shirts that interpolated the colorways of major league sports teams to present Lucha Libra-style wrestling masks, and a range of tees and sweatshirts that took inspiration from iconic Mexican heroes and statuary.
On the promotional products front, we riffed on the popular, inexpensive religious-themed candles found in bodegas and roadside shops to create XX-branded candlewraps. We also developed an illuminator, perfect for outdoor or bar-top use, that takes the iconic cactus and re-presents it as an abstract shape wrapping around an underlit base.
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