Soulsight was asked by MillerCoors to redesign Blue Moon by reinvigorating their flagship, Belgium White, and creating a design system that better unifies the portfolio. The visual language reinforces the confident, yet approachable brand personality while maintaining Blue Moon's craft heritage and passion for creativity. By showcasing the iconic glass and garnish, we better connected the packaging to the bright and inviting on-premise experience consumers love. The new design system increases brand recognition, delivers strong shelf impact and improves shopability of the portfolio.
“We feel like this change is going to unlock a ton of this brand's potential for us, especially off-premise.”
— Ashley Selman, VP of Marketing at Tenth & Blake (via AdAge)
“All in all, Blue Moon got this right; a new mark that continues its “hand-crafted” ethos without feeling too trendy or trite.”
— Jack Muldowney, The Hop Review