Indio | Lubezki
Project details
Indio is a beer brand widely known in Mexico that has a long history within the country. It is also a sponsor of major music events, with the most prominent example being the music festival called “Vive Latino”, which is one of the largest festivals in Mexico, bringing together people from across the country.
México.
This is principally a direct-to-customer model. The beer is available in all major retailers, as well as small businesses and stores that have been granted permission to sell alcohol. For consumers, it is easy to access due to the great logistics facilities owned by Heineken México.
I was in charge of coordinating the digital efforts of the agency and our partners. I was responsible for ensuring that the project was consistent with the business goals, the current and potential clients, and the stakeholders involved.
User researcher
Strategist from the pitch to the post-launch analysis.
Cross-functional communication.
Creative
Overview
Introduction:
Cerveza Indio wanted to rebrand while still maintaining their rebellious authenticity, but without relying on clichés and instead conveying an inspiring positive message.
A digital platform was the best way to achieve this, as they were targeting a young audience that spends the vast majority of their time online.
Project overview:
In order to obtain the project, the entire process began with a pitch competition. The core of the overall strategy was a commercial and a digital platform, working together to generate engagement, extend brand awareness and increase brand trial. Ultimately, in digital, the main objective was to generate a platform with an engaging experience.
Main objectives
Engagement
Generate a digital platform linked to the overall business strategy. The objective of the website in this instance was not to generate sales directly, but rather to foster engagement and establish a lasting relationship with both prospective and existing customers, thereby building a "love brand".
Integration
The digital platform must maintain the same voice tone as the brand and overall campaign, which was also designed by us within the agency. We had complete freedom in designing the digital product and its characteristics.
Inspiration
This digital product also had a non-commercial objective (but ultimately was linked to the engagement strategy), which was inspiring people to be themselves and follow their dreams, not only as a cheesy speech, but rather having Emmanuel Lubezki's work and career as a role model.
Design thinking:
This five-stage methodology guided the overall project.
User-centered approach:
Placing the user at the center of decision-making was crucial for designing and developing an optimal product.
Project phases
Pitch
Development
Brief analysis
Technique: "worst possible idea"
Visual references
Wireframes
Low fidelity prototypes
A/B test
Research
Drafts of ideas
Creative concept
Content proposals
High fidelity prototypes
Iterations
Launch
Post launch analysis
During this period, we conducted online brainstorming sessions, creativity workshops, and regular online meetings to ensure regular communication regarding the team’s progress and significant findings.
Although we were working with different teams, providers, and collaborators, the workflow was smooth as we used agile methodologies to help the team work together.
Users
Main user group:
The main target audience was young adults between the ages of 18 and 30. With Mexican Emmanuel Lubezki as brand ambassador, the platform was designed for the wishes and needs of Mexico’s market.
Focused on one country: México.
Indio is an export product, but this particular project was specifically designed to target the Mexican market.
Examples of user personas:
Research & data analysis
As it all started as a pitch, we began working on creativity by using user personas. However, once the project was accepted, we conducted research with individuals within the age frame of the target audience.
Main findings
The users were seeking an interactive approach. After analyzing data for primary and secondary research, it was discovered that individuals utilize online platforms to discover distinctive experiences that are not permissible in other media formats, such as TV, Radio, or OOH formats.
The brand’s consumption was decreasing, as it was not connecting with younger generations. The communication was not following the business objectives and overall marketing strategy. Current consumers did not feel represented by the brand image.
The brand was related to clichés of freedom, and even though the brand is rebellious in terms of being itself, the cliché was a rebel with no cause, with leather jackets and tattoos. The market was getting tighter and misrepresented.
Design
Design elements to consider
In the agency, I was also part of the creative team, and the color palette was part of the core of our project. After performing some A/B testing, the selected colors were black (70%), white (especially for texts and some details, 10%), golden (accent color, representing approximately 10%), and gray (10%). For developing this web, we worked with Foo Studio.
Color palette:
It was important to create a cohesive idea using the typography we suggested as a creative team. On the one hand, PT serif is an elegant font that conveys the elegance behind the work of Lubezki. On the other hand, we had Oswald, a sans serif font that possesses a modern touch to connect with a young audience, while also being easy to read on digital devices.
Typography:
I proposed him as he exemplifies the values outlined in the brief, as a Mexican rebel who has achieved success by following his passion and representing Mexico internationally. Furthermore, I admire him greatly. “Meet Joe Black” is one of my favorite movies of all time.
Navigation:
You choose what content to see:
Authenticity at its finest
Some results
Case study (Spanish)
Obtained awards
Shortlisted at the Cannes Lions International Festival of Creativity.
Thank you
