Coors redesigns Light beer packs

Design agency Landor has focused the labels on the Rocky Mountains in Colorado, where Coors is based, and which turn blue to signal when the beer is ready to drink.

Coors has also redesigned the cans, produced by Ball Packaging, that have a double-sided design – the “cold-activated” logo is vertical on one side and horizontal on the other.

Andy Cray, director of customer marketing, said: “The new pack designs not only drive global brand consistency but also deliver great shelf and fridge standout.”

The labels, produced by Inland Label & Marketing Services, will appear on the 330ml on-trade bottle, as well as 300ml and new 275ml packs in retail outlets.

The new design will be supported by a poster campaign when it is launched on 22 September.

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