After an international pitch last year, WeWantMore’s first work for The Heineken Company is out in the wild with “Desperados Exotiqa”. The Antwerp design studio was responsible for the new brand’s strategy, visual identity and naming, packaging and photography.
The innovation consists of a new range of alcoholic beverages created by fermenting fruit, that sets itself apart while remaining true to the essence of the beloved Desperados motherbrand.
Exotiqa promises a sensory journey like no other. With its bold design and a tantalizing range of flavors, this new beverage invites consumers to embark on an exciting exploration of taste and indulge in the exhilaration of the unknown.
“Looking beyond the typical Mexican references of Desperados itself, we wanted to give Exotiqa its own voice. A Latin American youth culture-inspired identity that brings a fresh take on traditional elements. A brand that’s evocative of the thrill of adventure and the pleasure of the unknown, embracing the novelty of the drink.”
– Sebastien Greffe, Creative Director at WeWantMore
“With Desperados Exotiqa, we’re adding an exciting new product range to the Desperados brand. This new alcoholic fruit drink appeals to consumer’s sense of the unexpected, the exotic and the wonderfully strange universe. Our work with WeWantMore was key in developing a thrilling new sub brand, while staying true to the Desperados universe.”
– Priscila de Almeida Prado Fins, Global Innovation Senior Manager at The Heineken Company
Desperados Exotiqa will be tested in France and Belgium before being rolled out to other markets. In Belgium, Exotiqa was launched last weekend at Extrema Outdoor.
CREDIT
- Agency/Creative: WeWantMore
- Article Title: “Desperados Exotiqa” by WeWantMore for Heineken
- Organisation/Entity: Agency
- Project Type: Identity
- Project Status: Published
- Agency/Creative Country: Belgium
- Agency/Creative City: Antwerp
- Market Region: Europe
- Project Deliverables: Advertising Photography, Art Direction, Brand Creation, Brand Design, Brand Identity, Brand World, Photography, Product Naming, Product Photography
- Industry: Food/Beverage
- Keywords: Desperados, Exotiqa, Fermented fruit, Alcoholic drink, can design, packaging design, brand creation, Gen Z, Product Naming, Beverages, Ready to drink, RTD
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Credits:
Agency: WeWantMore
Client: The HEINEKEN Company - Desperados
Strategic Director: Thomas Vanden Abeele
Creative Director: Su00e9bastien Greffe
Senior Designer: Kenny Smet
Business Director: Janpieter Mels
Client Service Manager: Rosemarijn Bol Raap
Senior Copywriter: Zita Van Dijck
Production Company: Initials LA
Photography: Fred Uyttenhove & Yaqine Hamzaoui
Video: Louis Vielle
