Soulsight Gives Coors Light A More Contemporary, Natural Touch

by Rudy Sanchez on 08/05/2020 | 2 Minute Read

Coors Light has been on the market since the late 70s, launched in response to shifting market preferences for even weaker beers with fewer calories. The Rocky Mountain provenance of Golden, Colorado, and shiny all-silver cans, dubbed the “silver bullet,” have come to represent the crisp, refreshing nature of their brew. 

The tappers of the Rockies love to highlight those characteristics in their visual identity, and recently, branding agency Soulsight gave those same elements a refresh.

Editorial photograph

The brand redesign is subtle, intending to keep Coors Light look contemporary and create a more emotional tie to the Rockies in a way that may be more relatable to younger consumers. 

Editorial photograph
Editorial photograph

Soulsight’s refresh pulls a Bob Ross and adds some happy trees at the foot of the mountains on the packaging for the cases, a first in the brand’s four-decade history. It’s a more organic representation of Coors Light than its adopted “silver bullet” persona and more relatable to millennials and of-age Gen Zs that are more environmentally conscious than older generations. A new brand mark, a flat and blue representation of the Rockies, adds a simple and modern logo that is easily recognizable across different media.

Editorial photograph

Soulsight’s work ultimately captures the fresh, clean, and cool nature of the Rockies in a way that makes it more relevant to the next generation of Coors Light consumers. But, more importantly, it goes to show that even the biggest of brewers must Always Be Rebranding (ABR).

The Coors Light redesign will land in stores this month.

Editorial photograph
Editorial photograph

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