06-03400
Click on image to view high resolution
06-03400
Click on image to view high resolution

Coors Light

[Beverage Packaging]

Client

MillerCoors, Chicago

Design

Turner Duckworth, London/San Francisco

Account Management

Fay Bandoula, Kate Elkins

Creative Direction

Mark Waters

Design Direction

David Thompson

Graphic Design

David Thompson, Matt Lurcock, John Randall, Stuart Madden, Adam Cartwright, Jennie Spiller, Miles Marshall, Mathilde Solanet

Head of Design

David Turner, Bruce Duckworth

Production

James Norris, Will Rawlings

This citrus variant was released as the brand’s light beer during the summer season. Its packaging was designed to appeal to the specific target market of Hispanic millennials. The solution combines the new Coors Light visual identity elements, including the iconic Rocky Mountain range and a silver and red colour palette, and also introduces citrus flavour cues. The elegant use of citrus wedges to form the epic mountains of the Rockies provides differentiation from the core range, while also communicating the refreshing flavour. The citrus hues of the wedges are offset against the cool silver background, adding impact to the store shelf.

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