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Coors Light is the USA’s 2nd largest beer brand selling over 15 million barrels a year. But with sales in decline from a combination of increased competition from craft beers, wine and spirits and a decline of the light beers category overall, Miller Coors briefed us to redesign the brand to create a visual identity that would engage with and feel relevant to Coors Light occasional drinkers and bring new younger multi cultural consumers into the franchise.
Our core idea was to remind consumers that Coors Light is an iconic American brand, an innovator in the beer category with unique cold brewing credentials. We redesigned the brand to create a VIS with a contemporary look, a new Born in the Rockies brand truth and an iconic graphic representation of the rockies that would allow us to build a brand for the 21st century in all media and all touch points.
The re-drawn Coors Light logotype and the introduction of new brand marks form the basis of a rich, layered visual identity system that spans packaging, tap handles for the on premise, stadium signage, glassware, promotional packaging, truck wraps, OOH, POS, digital, merchandising and more.
The new visual identity has since launch reminded consumers in the on and off premise channels that Coors Light is a beer with cold brewing credentials that is communicating with them in a new and engaging way. This has seen a reversal of sales decline into positive growth.