Landor repackages Coors Light

Landor Associates has designed new packaging for Molson Coors brand Coors Light beer.

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Landor says it has based the work around the ‘Rocky Mountain cold refreshment’ brand message.

The design, launching in the UK market, has been simplified, aiming to convey to consumers that ‘light’ references taste and not alcohol by volume content.

Richard Taylor, client director at Landor Associates, says, ‘Coors Light is strongly associated with the American Rocky Mountains and we sought to amplify that association and its invigorating qualities across the brand’s consumer touchpoints.

He adds, ‘The resulting design highlights elements that are core to the brand and reinforces the core Rocky Mountain cold refreshment brand message.’

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