Coors Light Custom Packaging

Packaging Design

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I’ve had the opportunity to concept and design custom primary and secondary packaging for Coors Light for various field programs. Some of them won the clients over and were turned over to the packaging agency to be produced, others didn’t quite make it that far. Regardless, here is a running collection of my favorites thus far. 

Work completed at Arc Worldwide
VP Creative Director: Chris Posdal
Packaging Agency: Soulsight

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Raiders 2020 Inaugural Season 24oz Can

When designing a look for the unveiling of the Coors Light x Las Vegas Raiders partnership, primary packaging wasn’t on the table. As we worked through what our visuals looked like, I couldn’t help but think what if it was more than just logos? What if we broke the norm for this special occasion and made a… black can? Clients were shocked but fell in love with the idea, and went to battle with brand to make it happen. In the end, we created such a crave-able can that other field programs wanted in on it. This customization opened the door to creating ownable cans, giving the opportunity to make a can that their drinkers would get excited about.

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Colorado Localization
24oz Can

As home to the Coors Brewery, Colorado was selected for one of the first two pilot localization programs. We created a customized lockup, marrying the Coors Light blue mountain with the iconic Colorado C pridefully placed it front and center of the can.

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Braves 150th Anniversary Commemorative 16oz Pint

We had the opportunity to work on commemorative 16oz aluminum pints for the upcoming Braves 150th season. We opted for a bold, navy can with the 150 mark replacing the usual blue mountain on the front, and made the Braves A our prominent feature on the reverse side. The can has a scanable QR code that opens a unique Braves AR experience for all Coors Light drinkers.

(*Concept only, not indicative of final design)

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California Localization
24oz Can

Following the lead of Colorado and Texas localization programs, California was thrilled to create their own custom 24oz cans to stand out in their market. We again created a custom “Keeping California Chill” lockup, using the state flag as inspiration. As a result, our can was able to have the well-loved California bear and star that appeals to everyone across the entire state. Drinker can also scan the can for a one-of-a-kind AR experience.