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As part of Coors Light’s product portfolio the brand releases a citrus variant of their core light beer during the summer season. We were asked to create a visual identity for the Coors Light Citrus Radler range including packaging that would appeal to a specific target market –millennials.
Our solution combines the new Coors Light visual identity assets including the iconic Rockie mountain range, silver and red colour palette and introduces citrus flavour cues.
The elegant use of citrus wedges to form the epic mountains of the Rockies provides differentiation from core range as well as refreshing flavour communication at fixture. The citrus hues of the wedges are offset against the cool silver background adding impact and in store theatre when tessellated on shelf.