Mexican lager brand Sol has launched a fresh rebranding that emphasizes its heritage while appealing to a younger audience. The redesign, led by Manchester's LOVE agency, features a revamped wordmark, vibrant colors, and custom typography. The goal was to create a brand identity that feels both contemporary and familiar, drawing on Sol's historical design elements to resonate with young adult consumers. Key to the rebrand is a collaboration with illustrator Tobias Hall, who refreshed the bottle label's design. The new wordmark is inspired by the brand's archival labels, while the illustration of a gold medal won at the Paris Exposition in the early 1900s also received an update. The sun icon, central to Sol's identity, has been reimagined to reflect a joyful and optimistic vibe, enhanced by a new color palette that introduces teal alongside the traditional red and gold. Eve Warren, design director at LOVE, highlighted the importance of authenticity and cultural relevance in appealing to today's consumers. The rebrand aims to create an emotional connection while differentiating Sol from its competitors. This strategic shift focuses not just on visual appeal but also on aligning with the values and expectations of young adult beer drinkers.