The Right Balance to Break New Ground
The Trinity team leveraged the brand’s iconic crown (corona) in a fresh way, using it as a launching point to infuse an upbeat personality and modernity to this authentic Mexican brand. The new design represents the sweet spot between coherence and differentiation, leveraging the power, visibility and authentic elements from the Corona masterbrand while giving Corona Light its own visual voice. We established Corona Yellow as the primary brand color for Light, reserving Corona Blue to be the dominant color for Extra. The horizon line, a key part of the Corona packaging, was maintained to help brand block on shelf and maintain the family look. Finally, “The Light Cerveza” was given a more prominent place in the visual hierarchy on pack, creating a bold lockup with Corona Light and firmly establishing the proposition.
The new can truly reflects the fun and upbeat personality of the brand. The white and yellow combination are light and refreshing and the super-sized crown adds a fun and unexpected element which subsequently builds from the Corona masterbrand. Though a key purchase driver on the secondary packaging, the 99-calorie message is purposely omitted on the primary packages, reflecting consumer insight which suggests people do not want to be reminded of calories when enjoying their beer. Overall the new visual identity and packaging makes a bold impact shelf – creating a strong brand block with Corona Extra, but creating a clear and distinct impression all its own. The new more vibrant expression is being rolled out across all consumer touchpoints and is a hit with consumers and retailers alike.