Cold Refreshment. Chill Vibes.
Creative Strategy, Brand Identity, Visual Identity, Packaging, Out of Home, Point of Sale, Merchandise, Promotion, Social, Brand Guidelines
Challenge
Upholding the Legacy.
Faced with new competition from a wave of sessionable hard seltzers, Coors Light set out to reclaim their status as the icon of cold refreshment.
METHOD
Cold Beer Meets Warm Connections.
Our semiotic and distinctive asset analysis unlocked an opportunity to integrate emotional meaning into the functional “Cold as the Rockies®” drinking experience. Celebrating the moment of chill, we modernized the brand’s cold credentials while humanizing the brand experience.
Solution
Today’s Forecast: Blue Skies.
Through an evolution of existing equities and establishment of new iconography, we introduced a refreshed visual language that balances the crispness of the Rockies with blue-sky optimism. The result functionally and emotionally delivers chill vibes in a way that’s undeniably and unmistakably Coors Light.