Confidence in a Script Coors Light's script is unmistakable and has allowed the Coors Light brand to become iconic. However, how it was showing up in the Coors Light brand world wasn't confident. Embracing the Coors red script and pulling it away from the can itself allows for it to become a flexible asset that further solidifies itself as the brand's most important piece of equity.

Imbuing Meaning in a Mountain The rockies and Coors Light have an undeniable tie to one another. Other than Coors Light's home, it was not connecting with consumers beyond that. What does it mean to be at the top of a mountain? Exploring themes of what it means to be at the peak of a mountain drew parallels to aspiration, bright sunny skies, clear minds and a sense of chill. This led to a new photographic direction for the Coors Light mountains (Mt. Wilson, to be exact) that centered around authenticity and an ethereal lighting treatment. This updated alone drastically repositioned the tone of Coors Light and opened up world of opportunity for how their mountain iconic showed up.