Heineken has launched a new range for Desperados, offering a fresh alternative to fans of the tequila flavoured beer. With packaging designed by branding and design agency Lonsdale, Desperados Sunlight reinterprets the famous brand identity, with integrated graphic elements and a differentiating design.

The 30-year-old Desperados brand is popular with 18-35 year-olds, however today’s generation has new preferences. The reduced alcohol content and three fruit flavours aim to meet current consumer expectations for lightness of taste, while also expanding the brand’s portfolio.

Lonsdale designs an impactful visual identity for Sunlight
Inspired by the sun, Lonsdale aims to strike a balance with the design of this new extension, anchoring Desperados Sunlight in the parent brand’s DNA, while giving it its own vibrant identity.

The graphic identity is based on several key elements:
A hand-painted Sunlight sun, inspired by the murals of Costa Rica. This symbol imbues the packaging with a warm and colourful atmosphere, capturing the essence of this new range.
Illustrated fruits differentiate the flavours. Presented in vibrant and appetizing colors, they accentuate the sensation of a light and fruity taste.
The system draws on Desperados’ brand cues for immediate identification, while introducing novelty to promote the product innovation.

A strategic collaboration
The development of Desperados Sunlight marks a new milestone in the collaboration between Heineken and Lonsdale. By combining strategic thinking and design expression, the agency was able to infuse this extension with its own identity, consistent with the Desperados brand universe, while meeting new consumer expectations.

Laurence Bendjenad, Creative Director, Lonsdale, says: “Desperados is a brand imbued with fun and youth. In creating the visual expression and packaging design for Desperados Sunlight, we aimed to create a distinct identity at the intersection of the brand’s heritage and its future ambitions.”

Desperados Sunlight is currently being rolled out in France and will be available through regular distribution channels.