Jennie Spiller, David Thompson, Miles Marshall, Mathilde Solanet
Category
Print
Packaging
Country
United Kingdom
Award
Merit
Design Firm
Turner Duckworth Design: London & San Francisco
Client
MillerCoors
Designer
Jennie Spiller, David Thompson, Miles Marshall, Mathilde Solanet
Category
Print
Packaging
Country
United Kingdom
Title
Coors Light Citrus Radler
Creative Director
Mark Waters
Illustrator
Geoff Appleton
Executive Creative Director
David Turner and Bruce Duckworth
Design Director
David Thompson
Assignment
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.
Approach
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.
Results
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.
