The white signals light and feels modern and fresh versus before where the can was silver and blue. “The can is dynamic and modern, but it still leverages all the Corona equities. “Now the can and bottle relate to each other and create a strong family look on shelf,” says Paul.

The new can and secondary package use the yellow-and-white palette, along with the horizon line. A single griffin in blue is locked up in the bottom corner with the brewed and bottled import information to support the authentic Made in Mexico credential-“almost like a sign-off, or a signature, if you will,” says Paul. Trinity also gave the griffins “a purpose,” versus just having them float on the package. It’s kind of a fun way to position it, as we are using the Spanish word for beer and the English word for Light, but mimicking the copy, ‘La Cerveza Mas Fina’, used on the medallion for Extra.” Under the horizon line, Trinity added a yellow medallion that duplicates the one used for Extra and reads, “The Light Cerveza.” Says Paul, “We created a bold lockup with the Corona Light logo to really establish the proposition that this is a light beer.

The change involved making the crown much larger and tucking it behind the Corona wordmark. The crown was also retained, but given a modern facelift “to infuse an upbeat personality and fresh modernity to this authentic Mexican brand,” says Paul. That helped us lean toward a design solution that gave Corona Light a little more breathing room, while still having all the ‘iconic-ness’ of Corona.” Says Matthew Youngblood, Principal and founding partner of Trinity, “The question was whether we could just clean up Corona Light and make it work a little stronger with Extra, or should we push it away? Corona was already pushing it away with their advertising. The sub-brand strategy was essentially what Constellation was using at that point. The other end of the spectrum was the brother/sister strategy, with one example being Michelob and Michelob Light, where Michelob Light is very similar to Michelob. “Almost like Coke and Diet Coke, where there is a similarity of the architecture, but Diet Coke really stands out on its own as a sub-brand,” explains Paul. The first was where Light would be like a “little sister,” or a sub-brand, of Extra. They found two approaches at different ends of the spectrum. “The way consumers thought of it, it was representative of the sun, rather than being this aspirational or unattainable premium related to gold.”Īdding to Constellation’s research, Trinity looked across the beer category as well as outside of the category at brand families and different brand architecture strategies to see which would be a good fit for Corona. “The color was definitely a yellow, not a gold,” says Escalante. One thing they learned in the visual equity study was the difference between Corona Yellow and Corona Gold. While not specifically related to Corona Light, this feedback laid the foundation for the new design. “Even though they had the same visual brand equities, they were treated slightly differently,” Paul says.Ībout a year prior to the Corona Light project, Constellation redesigned the graphics for the Corona Extra can, gathering consumer insights in the process.

The crown icon was also larger on the Light packaging and placed above the Corona logo, while the crown, with a medallion, was placed below the logo on the Extra packaging. It consists of bold Gothic font, a yellow inscription “The best beer,” a crown on top and two griffins (legendary creatures with the body, tail and hind legs of a lion, the head and wings of an eagle, and the claws of eagle-like front legs).There were some variances in the designs however: Corona Extra uses blue as the dominant color, with white on the top of the horizon line and blue below, while Light used yellow on the top and white below. The Corona Extra logo is modern and premium but still retains the Corona heritage. But the brand rating dropped significantly with the onset of the COVID-19 pandemic because of the association with Coronaviruses. It was the best-selling imported liquor in the United States for a long time. It produces a light lager based on yeast, hops, corn, and barley malt. It has a centered design, clear lines, and a contrast of vibrant colors.Ĭorona Extra is a beer brand owned by the Mexican brewery Grupo Modelo. The Corona brand logo is very clean, simple, and iconic. Corona’s brand strategy revolves around the idea of a “beach state of mind.” No other brand of beer better reflects the idea of relaxing in an exotic paradise and the philosophy of a carefree life.

Cerveza corona logo