Reviewed

New Logo and Packaging for Coors Light by Turner Duckworth

A Lighter Light Beer

New Logo and Packaging for Coors Light by Turner Duckworth
 

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after

Reviewed May 26, 201505.26.15 by Armin

filed under Consumer products and tagged with , ,

Introduced in 1978, Coors Light is a light beer produced by the Coors Brewing Company in Golden, CO, and owned by the vast beer consortium of MillerCoors. Despite a recent dip in sales, it’s the second best-selling beer in the U.S. behind Bud Light. One of Coors Light’s biggest claims to fame are its cold-activated cans and bottles where the iconic Rocky Mountains depicted turn blue. Earlier this month Coors Light introduced a revised logo and packaging designed by San Francisco, CA-based Turner Duckworth.

New Logo and Packaging for Coors Light by Turner Duckworth
Evolution of the brand.
New Logo and Packaging for Coors Light by Turner Duckworth
Logo detail.

Like most mainstream consumer packaging logos, Coors Light has evolved from a cool, minimalist vintage look (because it was vintage at some point) to a mash-up of NFL and cartoon typography in its most recent version, featuring a spiked “LIGHT” lettering that would look quite comfortable on a college uniform and a script wordmark buried in strokes and drop shadows. Just as Turner Duckworth did with Coca-Cola, they have stripped as much crap as possible from the logo to reveal a very nice, thin script Coors and a still-spike-ish yet more dignified “LIGHT” descriptor. The logo looks best when kept outside the mountain graphic (as shown in the packaging below) but using the mountain to crop Coors makes for a slightly playful approach.

New Logo and Packaging for Coors Light by Turner Duckworth
“Born in the Rockies” logo.
New Logo and Packaging for Coors Light by Turner Duckworth
“The Silver Bullet” logo.

A couple of supporting logos have been added, neither of which seems to have gotten the same attention to detail as the main logo. The “S” in silver is beautiful but the lettering deteriorates as it reaches the “r” and the rest of the typography on that one is very awkward. The roundel logo with the Rocky Mountain is fine but not terribly inspiring.

New Logo and Packaging for Coors Light by Turner Duckworth
Truck.
One of many TV/Web spots. More here and a breakdown of the advertising end of things by AdAge here.
New Logo and Packaging for Coors Light by Turner Duckworth
Can, before and after.
New Logo and Packaging for Coors Light by Turner Duckworth
New can, sexy shot.
New Logo and Packaging for Coors Light by Turner Duckworth
New can, also sexy shot.
New Logo and Packaging for Coors Light by Turner Duckworth
New cans, non-sexy shot

Also like with Coca-Cola, the new cans have a matte finish that right away make the beer look cooler (literally and metaphorically) and a little more sophisticated. The logo looks great on the can and the new, more realistic mountain… I’m still trying to figure out if it’s completely off the mark or a perfect complement to the minimalist look. I guess somewhere in between. With the cleaner approach it makes me think of Evian. (Which has a stronger beer taste than Coors Light. Zing!).

New Logo and Packaging for Coors Light by Turner Duckworth
12-pack.
New Logo and Packaging for Coors Light by Turner Duckworth
Tap handles.
New Logo and Packaging for Coors Light by Turner Duckworth
Pint.

Overall, while not completely surprising or necessarily innovative, as the pendulum swing in consumer packaging is currently on this minimalist spectrum, Coors Light’s evolution is a vast improvement. Elements like the taps and pint above showcase how nice this identity can look and both Turner Duckworth and client alike have done a great job in steering this brand away from almost looking like a parody of its category.

Thanks to Lance Craig for the tip.

Poll

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