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.