Agency: Soulsight
Client: MillerCoors (Molson Coors)
Project Types: Brand Redesign, Brand World / Vis ID, Packaging, OOH, POS, Experiential
Contribution: Client Leadership, Creative Strategy
The Blue Moon team approached Soulsight in 2015 looking to refresh the brand for the first time in 20 years as they desired to elevate the brand beyond its craft roots into a more “above premium” offering that would compete directly with imports like Stella Artois, Guinness, Heineken, and Corona while maintaining the brand’s foothold as a leading craft beer.
Business Objective
The redesign and new visual identity system centered around the brand’s two most iconic assets—its visually-literal logo and the signature orange wheel garnish adorning the glass.
With creativity at the heart of the brand, we shifted the focus away from more literal art—painting—to an overarching ethos around imagination and artistic expression rooted in the brand’s brewing process but expanding into any and all forms of creativity, especially music and food.
STRATEGIC APPROACH
