Coors Light

Official Websites

• https://www.coorslight.com
• http://www.coorslight.com

Brand Guidelines

2020

Brand Summary

Mission

• We exist to refresh the spirit. We believe everybody needs a moment of chill [^1].

Core Values

• Irreverence
• Relatability
• Easygoing nature
• Cleverness
• Cold refreshment
• Heritage
• Optimism
• Sustainability

Target Audience

• Always-on, harried 21-34 year old drinkers from diverse backgrounds, living in a fast-paced, modern world, seeking moments to turn off and chill [^2].

Personality Traits

• Witty
• Light-hearted
• Relatable
• Easygoing
• Clever

Visual Identity Overview

• The visual identity centers on mountain imagery, a silver can with condensation, a red script logo paired with grey and blue accents, and a clean, crisp, cold aesthetic. The brand uses a consistent color palette (red, grey, blue, white), modern sans-serif typography, and clear logo usage rules to reinforce freshness and coldness [^3].

Categories

Brand Voice

• Irreverent: We are witty and light hearted Relatable: We live in the same world as you do Easygoing: We are good-natured and always a pleasure to be around Clever: Not jokey or goofy

Brand Imagery

• The highlights and shadows on our can help to communicate the silver metallic finish, while the ice and condensation cue cold and refreshing. These visual characteristics help communicate sensations that our consumer connects with the experience of enjoying Coors Light, and should never be altered or removed.
• When shown in isolation, our can should always be standing straight upright. Much like the mountain peak on its face, our can should feel like an immovable object, standing proud and confident. Do not rotate or angle the can, as this feels too playful for the brand.
• In addition to the single can showing the face panel, you can also leverage a paired can treatment to showcase the 3C’s lockup on the side panel.
• The background can showing the 3Cs Lockup should always be smaller than the foreground can and placed behind it to create hierarchy. The secondary can may sit on either side of the primary depending on what works best for the specific application, provided that it follows the above rules.
• Similar to our can, our bottle should always feature ice and condensation to cue cold refreshment. The die-cut label is a unique differentiator for our bottle, highlighting and celebrating the heroic mountain peaks. This feature should never be altered or obscured.
• When shown in isolation, our bottle should always be standing straight upright. Much like the mountain peak on its face, our bottle should feel like an immovable object, standing proud and confident. Do not rotate or angle the bottle, as this feels too playful for the brand.
• Ensuring Coors Light’s presence in lifestyle driven photography is prominent but not overpowering the overall message is a crucial balance. Maintaining the visibility of the primary face panel and branding of at least 1-2 cans or bottles while being held or engaged with should be the standard for brand integration. The primaries should always be showcased in their cold activated state within lifestyle photography to ensure a heightened level of refreshment.
• While in situation, Coors light primary cans and bottles should be a prominent feature with the support of the environment to capture a specific moment that links to the consumers’ experience. The cold activated state of the primaries should be maintained in all photography. Position of the primaries when shown in multiples should always be lead with the primary brandmark face panel in the foreground. The supporting 3C’s communication on the side of the primaries should be treated as a supportive element, slight staggered behind the hero can.

Color Palette

• The color palette in our logo is inspired by our iconic can. The red Coors script paired with silver (grey) is unmistakably Coors Light, while the blue mountain icon reinforces our cold refreshment credentials and provides a subtle sense of optimism. When the mountain icon appears in the logo or is used as a focal element, it must be shown in Coors Light blue.
• Our Primary, Secondary, and Tertiary logos all follow the same basic color rules. A 3-color logo on a white background (Column 1) is always our preferred execution, because it gives our logo a clean and refreshing feeling. A 3-color logo can also exist on light grey backgrounds, provided they are no darker than our CL Light Grey (Column 2).
• When a 3-color execution isn’t possible due to production or media limitations, 1-color treatments may be substituted. Use CL Dark Grey when possible, but with darker backgrounds it is acceptable to reverse out in white.
• Note that the 1-color logos are shown without the mountain icon, as they violate the minimum size requirement for including it.
• Our limited use logos are ideal for maintaining our full brand color palette on dark, complex, or unpredictable backgrounds. The 3-color logo can be used on anything other than white.
• CL RED PANTONE 200C CMYK 6 100 73 13
• CL DARK GREY PANTONECOOLGREY9C CMYK 56 47 44 10
• CL LIGHT GREY PANTONE 427C RGB 207 / 210 / 211 CMYK 18 / 12 / 13 / 00 HEX #CFD2D3
• WHITE RGB 255 / 255 / 255 CMYK 00 / 00 / 00 / 00 HEX #FFFFFF
• CL BLUE PANTONE 285C CMYK 91 / 53 / 00 / 00
• Our red tone is primarily used for the “Coors” script in our logo. It carries strong equity for the brand, particularly when paired with our neutral grey tones, and can be used to emphasize or highlight key communication. Although it is an essential part of our palette, use it sparingly outside of the script lettering assets as overuse will dilute its impact.
• The series of neutral tones in our palette are a reference to our iconic silver cans, mimicking the range of values you see when light reflects off of a metal substrate. CL Dark Grey is used in the “LIGHT” type in our logo and provides stark contrast against our lighter tones. CL Light Grey serves as a middle step between CL Dark Grey and white, giving our neutral palette more flexibility to adapt to different needs.
• CL Blue reinforces our cold refreshment credentials and provides a subtle sense of optimism for the brand. This accent color is used in the mountain icon in our logo, and the mountains on our Cold-Activated bottles and cans famously turn blue when our beer is as Cold as the Rockies. To protect and reinforce this motif, only use this color as an accent to cue Cold Refreshment.

Typography

• The classic Coors script remains the foundation of our logo and serves as a nod to our proud heritage, while the sans-serif “Light” type brings modernity to the mark. The extended letter spacing and angled cuts create a sense of lightness and crispness, reflecting qualities of our beer.
• The minimum space around the logo is defined by the height of the letters in “LIGHT”. All supporting copy and graphic elements must maintain this distance in all applications.
• The minimum size of the primary logo is 1.25" wide. This ensures that the legibility of the mountain icon is retained. If an instance of the logo must be scaled below this, you may use a small-scale variation without the icon, down to 0.625" width.
• The minimum size of the vertical tertiary logo is 2" tall. This ensures that the legibility of the mountain icon is retained. If an instance of the logo must be scaled below this, you may use a small-scale variation of the logo without the icon, down to l" tall.
• The minimum space around both logos is defined by the height of the letters in “LIGHT”. All supporting copy and graphic elements must maintain this distance in all applications.
• The contained mountain asset and roundel have different minimum scale requirements, outlined above. Note that the contained mountain asset has a small-scale variation without the blue icon where the roundel does not. The roundel does have an alternate outlined version for situations where the solid background shape isn’t necessary.
• Our Primary, Secondary, and Tertiary logos all follow the same basic color rules. A 3-color logo on a white background (Column 1) is always our preferred execution, because it gives our logo a clean and refreshing feeling. A 3-color logo can also exist on light grey backgrounds, provided they are no darker than our CL Light Grey (Column 2).
• When a 3-color execution isn’t possible due to production or media limitations, 1-color treatments may be substituted. Use CL Dark Grey when possible, but with darker backgrounds it is acceptable to reverse out in white.
• Note that the 1-color logos are shown without the mountain icon, as they violate the minimum size requirement for including it.
• The character spacing of the type may not be adjusted under any circumstances.
• The hierarchy, color assignments and proportions of our logo are intentional and should never be altered.
• Our mountain icon and type treatment are core assets of the brand. Do not substitute or alter in any way.
• Our logo is most effective in its standard orientation and should never be rotated to fit a space.
• The simplicity of our logo creates a clean, modern feel. Do not add dimension or visual effects in printed or digital assets.
• The proportions of the logo must be maintained when scaling to best represent our brand.
• Legibility of the logo is paramount. Never layer over images that are too complex or colors that do not provide enough contrast.
• Our Chill wordmark helps communicate our commitment to Chill in a way that is ownable for the brand. It will typically be seen in the context of our tag line, which is set in Brandon Grotesque Black. The script lettering is a custom asset and not a typeface. Do not attempt to alter or create new script lettered assets on your own.
• The Chill wordmark can also be used as a part of a headline in a variety of formats including single-line vertical lockups, single line horizontal lockups, or multiple line lockups. For a more comprehensive breakdown of typographic treatments, please refer to the full campaign guidelines.

Logo Usage

• Our primary stacked logo should be the default choice for all applications, and should only be substituted when a secondary or tertiary logo is better suited to the specific parameters and needs of a project.
• When a horizontal lockup is more effective and allows for greater brand presence in a certain application, the secondary logo may be used in place of the primary stacked lockup.
• Because our logo sacrifices legibility when oriented vertically, the vertical lockup should only be used in cases where the logo needs to fit in a space with extreme vertical proportions.
• Our limited use logos should be used sparingly, but are ideal for situations where branding needs to sit on dark, complex, or unpredictable backgrounds.
• The classic Coors script remains the foundation of our logo and serves as a nod to our proud heritage, while the sans-serif “Light” type brings modernity to the mark. The extended letter spacing and angled cuts create a sense of lightness and crispness, reflecting qualities of our beer.
• The mountain icon has been designed to represent our heroic peaks in a graphic way that feels simple, clean, and modern. Our dominant peak should always appear on the left, and the angles should be mirrored over the vertical axis. Its placement in our logo subtly reinforces the idea the Coors Light is inherently connected to, and comes from, the mountain.
• The color palette in our logo is inspired by our iconic can. The red Coors script paired with silver (grey) is unmistakably Coors Light, while the blue mountain icon reinforces our cold refreshment credentials and provides a subtle sense of optimism. When the mountain icon appears in the logo or is used as a focal element, it must be shown in Coors Light blue.
• The minimum space around the logo is defined by the height of the letters in “LIGHT”. All supporting copy and graphic elements must maintain this distance in all applications.
• The minimum size of the primary logo is 1.25" wide. This ensures that the legibility of the mountain icon is retained. If an instance of the logo must be scaled below this, you may use a small-scale variation without the icon, down to 0.625" width.
• The minimum size of the vertical tertiary logo is 2" tall. This ensures that the legibility of the mountain icon is retained. If an instance of the logo must be scaled below this, you may use a small-scale variation of the logo without the icon, down to 1" tall.
• The contained mountain asset and roundel have different minimum scale requirements, outlined above. Note that the contained mountain asset has a small-scale variation without the blue icon where the roundel does not. The roundel does have an alternate outlined version for situations where the solid background shape isn’t necessary.
• Our Primary, Secondary, and Tertiary logos all follow the same basic color rules. A 3-color logo on a white background (Column 1) is always our preferred execution, because it gives our logo a clean and refreshing feeling. A 3-color logo can also exist on light grey backgrounds, provided they are no darker than our CL Light Grey (Column 2).
• When a 3-color execution isn’t possible due to production or media limitations, 1-color treatments may be substituted. Use CL Dark Grey when possible, but with darker backgrounds it is acceptable to reverse out in white.
• Note that the 1-color logos are shown without the mountain icon, as they violate the minimum size requirement for including it.
• Our limited use logos are ideal for maintaining our full brand color palette on dark, complex, or unpredictable backgrounds. The 3-color logo can be used on anything other than white.
• When you need to place a logo over photography, the preferred approach is to place a 3-color logo over a region of the image that is clear of clutter and light enough in tone that all brand colors maintain contrast and legibility. When this isn’t possible, our limited use logo should be substituted.
• Our limited use logo provides the most flexibility for incorporating with photography because its holding shape provides a clean backdrop for branding regardless of the subject matter.
• When a 3-color logo application is not feasible due to production or media limitations, one-color logos may be substituted.
• We always want our mountain icon to be seen in the context of one of our logos first. Do not isolate it unless an approved logo is shown in close proximity.
• The character spacing of the type may not be adjusted under any circumstances.
• The hierarchy, color assignments and proportions of our logo are intentional and should never be altered.
• Our mountain icon and type treatment are core assets of the brand. Do not substitute or alter in any way.
• Our logo is most effective in its standard orientation and should never be rotated to fit a space.
• The simplicity of our logo creates a clean, modern feel. Do not add dimension or visual effects in printed or digital assets.
• The proportions of the logo must be maintained when scaling to best represent our brand.
• Legibility of the logo is paramount. Never layer over images that are too complex or colors that do not provide enough contrast.

Tone And Messaging

• Irreverent: We are witty and light hearted Relatable: We live in the same world as you do Easygoing: We are good-natured and always a pleasure to be around Clever: Not jokey or goofy
• WE BELIEVE EVERYBODY NEEDS A MOMENT OF CHILL. WE EXIST TO REFRESH THE SPIRIT.
• CULTURAL TRUTH: In an always-on world, there is subversive power in turning off.
• PRODUCT TRUTH: Coors Light is mountain-cold refreshment with replenishing potential.
• BRAND ENEMY: Being on BRAND ROLE: Turn it off BRAND BENEFIT: Renewal
• TONE BELIEF Irreverent In a world that just Relatable won’t stop being on, HOW WE BEHAVE Easygoing everybody needs a THAT MAKES PEOPLE ATTRACTED TO US Clever moment of Chill.

Brand Values

• WE BELIEVE EVERYBODY NEEDS A MOMENT OF CHILL. WE EXIST TO REFRESH THE SPIRIT.
• CULTURAL TRUTH: In an always-on world, there is subversive power in turning off.
• PRODUCT TRUTH: Coors Light is mountain-cold refreshment with replenishing potential.
• BRAND ENEMY: Being on
• BRAND ROLE: Turn it off
• BRAND BENEFIT: Renewal
• Irreverent: We are witty and light hearted
• Relatable: We live in the same world as you do
• Easygoing: We are good-natured and always a pleasure to be around
• Clever: Not jokey or goofy

Visual Style

• The classic Coors script remains the foundation of our logo and serves as a nod to our proud heritage, while the sans-serif “Light” type brings modernity to the mark. The extended letter spacing and angled cuts create a sense of lightness and crispness, reflecting qualities of our beer.
• The mountain icon has been designed to represent our heroic peaks in a graphic way that feels simple, clean, and modern. Our dominant peak should always appear on the left, and the angles should be mirrored over the vertical axis. Its placement in our logo subtly reinforces the idea the Coors Light is inherently connected to, and comes from, the mountain.
• The color palette in our logo is inspired by our iconic can. The red Coors script paired with silver (grey) is unmistakably Coors Light, while the blue mountain icon reinforces our cold refreshment credentials and provides a subtle sense of optimism. When the mountain icon appears in the logo or is used as a focal element, it must be shown in Coors Light blue.
• The minimum space around the logo is defined by the height of the letters in “LIGHT”. All supporting copy and graphic elements must maintain this distance in all applications.
• The minimum size of the primary logo is 1.25" wide. This ensures that the legibility of the mountain icon is retained. If an instance of the logo must be scaled below this, you may use a small-scale variation without the icon, down to 0.625" width.
• The minimum size of the vertical tertiary logo is 2" tall. This ensures that the legibility of the mountain icon is retained. If an instance of the logo must be scaled below this, you may use a small-scale variation of the logo without the icon, down to l" tall.
• Our Primary, Secondary, and Tertiary logos all follow the same basic color rules. A 3-color logo on a white background (Column 1) is always our preferred execution, because it gives our logo a clean and refreshing feeling. A 3-color logo can also exist on light grey backgrounds, provided they are no darker than our CL Light Grey (Column 2).
• When a 3-color execution isn’t possible due to production or media limitations, 1-color treatments may be substituted. Use CL Dark Grey when possible, but with darker backgrounds it is acceptable to reverse out in white.
• Note that the 1-color logos are shown without the mountain icon, as they violate the minimum size requirement for including it.
• Legibility of the logo is paramount. Never layer over images that are too complex or colors that do not provide enough contrast.
• CL RED PANTONE 200C CMYK 6 100 73 13
• CL DARK GREY PANTONECOOLGREY9C CMYK 56 47 44 10
• CL LIGHT GREY PANTONE 427C RGB 207 / 210 / 211 CMYK 18 / 12 / 13 / 00 HEX #CFD2D3
• WHITE RGB 255 / 255 / 255 CMYK 00 / 00 / 00 / 00 HEX #FFFFFF
• CL BLUE PANTONE 285C CMYK 91 / 53 / 00 / 00
• Our red tone is primarily used for the “Coors” script in our logo. It carries strong equity for the brand, particularly when paired with our neutral grey tones, and can be used to emphasize or highlight key communication. Although it is an essential part of our palette, use it sparingly outside of the script lettering assets as overuse will dilute its impact.
• The series of neutral tones in our palette are a reference to our iconic silver cans, mimicking the range of values you see when light reflects off of a metal substrate. CL Dark Grey is used in the “LIGHT” type in our logo and provides stark contrast against our lighter tones. CL Light Grey serves as a middle step between CL Dark Grey and white, giving our neutral palette more flexibility to adapt to different needs.
• CL Blue reinforces our cold refreshment credentials and provides a subtle sense of optimism for the brand. This accent color is used in the mountain icon in our logo, and the mountains on our Cold-Activated bottles and cans famously turn blue when our beer is as Cold as the Rockies. To protect and reinforce this motif, only use this color as an accent to cue Cold Refreshment.
• The highlights and shadows on our can help to communicate the silver metallic finish, while the ice and condensation cue cold and refreshing. These visual characteristics help communicate sensations that our consumer connects with the experience of enjoying Coors Light, and should never be altered or removed.
• When shown in isolation, our can should always be standing straight upright. Much like the mountain peak on its face, our can should feel like an immovable object, standing proud and confident. Do not rotate or angle the can, as this feels too playful for the brand.
• The background can showing the 3Cs Lockup should always be smaller than the foreground can and placed behind it to create hierarchy. The secondary can may sit on either side of the primary depending on what works best for the specific application, provided that it follows the above rules.
• Similar to our can, our bottle should always feature ice and condensation to cue cold refreshment. The die-cut label is a unique differentiator for our bottle, highlighting and celebrating the heroic mountain peaks. This feature should never be altered or obscured.
• When shown in isolation, our bottle should always be standing straight upright. Much like the mountain peak on its face, our bottle should feel like an immovable object, standing proud and confident. Do not rotate or angle the bottle, as this feels too playful for the brand.
• Ensuring Coors Light’s presence in lifestyle driven photography is prominent but not overpowering the overall message is a crucial balance. Maintaining the visibility of the primary face panel and branding of at least 1-2 cans or bottles while being held or engaged with should be the standard for brand integration. The primaries should always be showcased in their cold activated state within lifestyle photography to ensure a heightened level of refreshment.
• The cold activated state of the primaries should be maintained in all photography. Position of the primaries when shown in multiples should always be lead with the primary brandmark face panel in the foreground. The supporting 3C’s communication on the side of the primaries should be treated as a supportive element, slight staggered behind the hero can.
• The “Cold” script lettering is a custom asset and not a typeface. Do not attempt to alter or create new script lettered assets on your own.
• Any off-pack usage must be accompanied by an approved logo, and must be approved by the brand team.
• Our logo is the dominant element on the face panel of our secondary packaging. It celebrates the mountain icon and reinforces it as a signal for cold refreshment with the tagline. The white backdrop adds brightness and provides a clean canvas for branding to standout on shelf and increase overall impact. The treatment of the 3Cs Cold lockup here is unique to our packaging and shouldn’t be replicated elsewhere.
• Integrating our can within the mountain range creates a connection between our beer and mountain cold refreshment. We leverage this strategy on our side panels to highlight primary packaging while making our environment feel completely immersive around the pack. The logo extending beyond the can allows us to maximize brand impact, but should only be used on packaging.
• Do not isolate it unless an approved logo is shown in close proximity.
• The character spacing of the type may not be adjusted under any circumstances.
• The hierarchy, color assignments and proportions of our logo are intentional and should never be altered.
• Our mountain icon and type treatment are core assets of the brand. Do not substitute or alter in any way.
• Our logo is most effective in its standard orientation and should never be rotated to fit a space.
• The simplicity of our logo creates a clean, modern feel. Do not add dimension or visual effects in printed or digital assets.
• The proportions of the logo must be maintained when scaling to best represent our brand.

Layout And Composition

• The minimum space around the logo is defined by the height of the letters in “LIGHT”. All supporting copy and graphic elements must maintain this distance in all applications.
• The minimum size of the primary logo is 1.25" wide. This ensures that the legibility of the mountain icon is retained. If an instance of the logo must be scaled below this, you may use a small-scale variation without the icon, down to 0.625" width.
• If the logo needs to be placed in a space with an extreme horizontal proportion, an alternate version where the mountain sits in­line with the type is available. The minimum sizes outlined above apply to both the preferred and alternate logo versions.
• The minimum space around the logo is defined by the height of the letters in “LIGHT”. AII supporting copy and graphic elements must maintain this distance in all applications.
• The minimum size of the vertical tertiary logo is 2" tall. This ensures that the legibility of the mountain icon is retained. If an instance of the logo must be scaled below this, you may use a small-scale variation of the logo without the icon, down to l" tall.
• The minimum space around both logos is defined by the height of the letters in “LIGHT”. All supporting copy and graphic elements must maintain this distance in all applications.
• The contained mountain asset and roundel have different minimum scale requirements, outlined above. Note that the contained mountain asset has a small-scale variation without the blue icon where the roundel does not. The roundel does have an alternate outlined version for situations where the solid background shape isn’t necessary.
• A 3-color logo on a white background (Column 1) is always our preferred execution, because it gives our logo a clean and refreshing feeling. A 3-color logo can also exist on light grey backgrounds, provided they are no darker than our CL Light Grey (Column 2).
• When a 3-color execution isn’t possible due to production or media limitations, 1-color treatments may be substituted. Use CL Dark Grey when possible, but with darker backgrounds it is acceptable to reverse out in white.
• Note that the 1-color logos are shown without the mountain icon, as they violate the minimum size requirement for including it.
• Our limited use logos are ideal for maintaining our full brand color palette on dark, complex, or unpredictable backgrounds. The 3-color logo can be used on anything other than white.
• When you need to place a logo over photography, the preferred approach is to place a 3-color logo over a region of the image that is clear of clutter and light enough in tone that all brand colors maintain contrast and legibility. When this isn’t possible, our limited use logo should be substituted.
• Our limited use logo provides the most flexibility for incorporating with photography because its holding shape provides a clean backdrop for branding regardless of the subject matter.
• When a 3-color logo application is not feasible due to production or media limitations, one-color logos may be substituted.
• Do not isolate it unless an approved logo is shown in close proximity.
• The character spacing of the type may not be adjusted under any circumstances.
• The hierarchy, color assignments and proportions of our logo are intentional and should never be altered.
• Do not substitute or alter in any way.
• Our logo is most effective in its standard orientation and should never be rotated to fit a space.
• Do not add dimension or visual effects in printed or digital assets.
• The proportions of the logo must be maintained when scaling to best represent our brand.
• Legibility of the logo is paramount. Never layer over images that are too complex or colors that do not provide enough contrast.
• CL RED PANTONE 200C CMYK 6 100 73 13
• CL DARK GREY PANTONECOOLGREY9C CMYK 56 47 44 10
• CL LIGHT GREY PANTONE 427C RGB 207 / 210 / 211 CMYK 18 / 12 / 13 / 00 HEX #CFD2D3
• WHITE RGB 255 / 255 / 255 CMYK 00 / 00 / 00 / 00 HEX #FFFFFF
• CL BLUE PANTONE 285C CMYK 91 / 53 / 00 / 00
• When shown in isolation, our can should always be standing straight upright. Much like the mountain peak on its face, our can should feel like an immovable object, standing proud and confident. Do not rotate or angle the can, as this feels too playful for the brand.
• The highlights and shadows on our can help to communicate the silver metallic finish, while the ice and condensation cue cold and refreshing. These visual characteristics help communicate sensations that our consumer connects with the experience of enjoying Coors Light, and should never be altered or removed.
• The background can showing the 3Cs Lockup should always be smaller than the foreground can and placed behind it to create hierarchy. The secondary can may sit on either side of the primary depending on what works best for the specific application, provided that it follows the above rules.
• When shown in isolation, our bottle should always be standing straight upright. Much like the mountain peak on its face, our bottle should feel like an immovable object, standing proud and confident. Do not rotate or angle the bottle, as this feels too playful for the brand.
• Similar to our can, our bottle should always feature ice and condensation to cue cold refreshment. The die-cut label is a unique differentiator for our bottle, highlighting and celebrating the heroic mountain peaks. This feature should never be altered or obscured.
• Ensuring Coors Light’s presence in lifestyle driven photography is prominent but not overpowering the overall message is a crucial balance. Maintaining the visibility of the primary face panel and branding of at least 1-2 cans or bottles while being held or engaged with should be the standard for brand integration. The primaries should always be showcased in their cold activated state within lifestyle photography to ensure a heightened level of refreshment.
• Position of the primaries when shown in multiples should always be lead with the primary brandmark face panel in the foreground. The supporting 3C’s communication on the side of the primaries should be treated as a supportive element, slight staggered behind the hero can.

Brand Strategy

• Our consumers are always on, 21-34 year olds, from diverse backgrounds, living in our fast paced, modern world. They make active choices to tune out for a moment because being “always on” is overwhelming.
• Our consumers need to find ways to refresh, recharge, and keep up with life. We champion and protect those moments of pause and refreshment. These are interesting, everyday occasions where people actively choose to turn off, and chill.
• Irreverent: We are witty and light hearted
• Relatable: We live in the same world as you do
• Easygoing: We are good-natured and always a pleasure to be around
• Clever: Not jokey or goofy
• WE BELIEVE EVERYBODY NEEDS A MOMENT OF CHILL. WE EXIST TO REFRESH THE SPIRIT.
• CULTURAL TRUTH: In an always-on world, there is subversive power in turning off.
• PRODUCT TRUTH: Coors Light is mountain-cold refreshment with replenishing potential.
• BRAND ENEMY: Being on
• BRAND ROLE: Turn it off
• BRAND BENEFIT: Renewal

Packaging

• Our beer is cold as the Rockies. So we made it look as refreshing as it tastes.
• Our primary can contains 4 main design elements: our logo, photographic mountain range, tagline, and the vertical 3C’s lockup. The interaction between the logo and the central peak creates a focal point and adds depth. All elements shown in blue are cold­activated, signaling when the beer is as “Cold as the Rockies”.
• Our primary bottle contains the same design elements, but shifts the branding below the mountain, allowing us to highlight and celebrate the peaks through a unique die-cut label. All blue elements on the body label are cold­activated, signaling when the beer is as “Cold as the Rockies”.
• Our logo is the dominant element on the face panel of our secondary packaging. It celebrates the mountain icon and reinforces it as a signal for cold refreshment with the tagline. The white backdrop adds brightness and provides a clean canvas for branding to standout on shelf and increase overall impact. The treatment of the 3Cs Cold lockup here is unique to our packaging and shouldn’t be replicated elsewhere.
• Our new mountain environment is a driving force behind the refreshed look and feel of our pack. The bright blue skies and white snowdrifts create a lighter and more optimistic impression overall, while the trees in the foreground add realism and make the environment more inviting. The composition of the mountain ranges also work to create a ‘bullseye’ on pack for our branding.
• Integrating our can within the mountain range creates a connection between our beer and mountain cold refreshment. We leverage this strategy on our side panels to highlight primary packaging while making our environment feel completely immersive around the pack. The logo extending beyond the can allows us to maximize brand impact, but should only be used on packaging.

Additional Properties