MODELO DRAUGHT: Brand Strategy, Visual Identity & Creative Direction. The Challenge Introducing Cerveza Modelo on draught in the UK and Canada meant entering two established beer markets where the brand had limited recognition and faced strong competition. Unlike Mexico, where draught represented a new experience for Modelo, the challenge in these markets was different: building brand awareness and premium recognition in an already familiar category. The key question was how to preserve Modelo's distinctive identity when its most recognizable asset — the iconic bottle — disappeared behind the bar. The Creative Approach The solution was to develop a cohesive visual identity system that translated Modelo's premium brand codes into the draught experience. Rather than focusing on a single tap handle, we approached the bar as an integrated brand environment, connecting glassware, draught equipment, and point-of-sale communication through a consistent visual language. Special attention was given to branded glassware as a key expression of the brand, moving beyond conventional pint-glass formats to reinforce Modelo's distinctive character. My Role & Contribution As Creative Director at BridgerConway, working for AB InBev / Grupo Modelo, I led the brand strategy, art direction, and visual identity development for the project. My responsibilities included defining the creative direction, establishing the visual language, identifying the most relevant brand assets, and developing design principles that ensured consistency and scalability across applications. I also directed the creative collaboration with BridgerConway's industrial design team, aligning the development of physical elements — including tap towers and glassware displays — with the overall brand system. The result was a unified creative approach that connected graphic and industrial design into a coherent brand experience. The Outcome A scalable visual identity system designed to bring Modelo's premium positioning to life in new markets, extending the brand beyond its iconic bottle and creating a distinctive, recognizable presence at the bar.
- Art Director
- Brand Designer
- Brand Strategist
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