CONSTELLATION BRANDS
CORONA PREMIER
Identity, Packaging
THE SITUATION
The betterment trend has been a primary driver of product innovation, and within beer, the novel idea that a lighter and lower offering could enhance rather than detract from the quality of one’s experience was just taking shape. Constellation Brands engaged us to help launch Corona’s first brand extension in nearly three decades – one that would align seamlessly with today’s more balance-focused lifestyles.
THE SOLUTION
Embracing a ‘less is more’ philosophy, we built on the trusted visual equities of the Corona Masterbrand, evolving them through design that conveys an elevated experience – one that signals an elevated experience at once smooth, light and refreshing.
THE EXECUTION
Applying a “keep, lose, add” framework to the visual identity of Corona Extra, we preserved the most meaningful cues of quality and authenticity, shed what no longer served the new positioning, and introduced refined elements to clearly signal a distinct and modern offering within the portfolio.
THE RESULTS
Corona Premier was a hit from the start, generating $102 million in sales in its first year and climbing to nearly 12 million cases by Year 3. It has since become one of Constellation’s largest and most valuable brands.
IMAGES © TRINITY BRAND GROUP