The cooler aesthetic is based on high-end consumer electronic and automotive designs, reinforcing the premium status of the beer. LED readouts would display the internal temperature, as well as information on keeping your beer at its most refreshing.
Would be a direct reference to Coors Light’s famous “Silver Bullet” can with its cylindrical shape and brushed aluminum surface. The cooler door would feature decals portraying the Rocky Mountains surrounded by frost crystals and would be opened using a handle based on the can’s iconic pull tab.
Coors Light is born in the Rockies, so it’s only natural to buy it directly from the Rockies. This concept would feature a panoramic portal into the place where Coors is born. The cooler door would also feature a projection of the interior temperature as well as the current temperature in Golden, Colorado.
Coors Light packaging has featured a two-stage, cold activated labeling since 2011. Using blue LED lighting, this cooler would emit an icy glow from its front window and door frame. The stylized door release would glow and pulse when pressed to open the cooler door.
Coors Light is “The World’s Most Refreshing Beer.” It is also positioned as a premium light lager in Western European markets. In order to reinforce these notions, our team was asked to develop the first world class, global proprietary retail cooler, that would have an exclusive feature unique to Coors Light.
This project was an amazing experience, as it allowed us to deep-dive into the brand’s essence to create unique designs based on a melding of Coors Rocky Mountain heritage and cutting-edge technology. The final four concepts each brought these ideas to life in their own unique way.
Creative Director: Mike Wierzbicki
Art Director: Mike Wozniak