LOVE redesigns Sol lager's global identity with archive-inspired illustrations and youth culture focus
By
Abbey Bamford
Toasted just enough. A reliable bake, gently seasoned.
Summary
Manchester agency LOVE has created a new global visual identity and packaging system for Sol Mexican lager, drawing on the brand's heritage through archive-led illustration and a renewed focus on youth culture. The redesign aims to reconnect Sol with a new generation of drinkers by positioning it as a vibrant, optimistic, and culturally attuned choice for young adults seeking authentic and substantive brands. The project marks a strategic shift from broad lifestyle messaging toward a more youth-culture-rooted brand identity.
Key quotes
· 3 pulledSol has unveiled a new global identity, created by Manchester-based studio LOVE, that aims to reconnect the Mexican lager with a new generation of drinkers.
The redesign positions Sol as a vibrant, optimistic, and culturally attuned choice for young adults who want brands that are authentic, substantive, and joyful.
Historically, the brand's communication has leaned on broad lifestyle messaging. Now, it's turning toward something more rooted in youth culture brand rather than hollow targeting.
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