Client: Coors UK
Project: Coors Light Bar Font
Expertise: Product Design, Engineering Development
Communicating core messaging at crowded point-of-sale
- Striking display to promote new product
- Three months to design and develop
- Interpreting 2D branding in resonant 3D form
- Design for robustness and easy maintenance
- Mechanical and lighting development
- Corporate identity, brand, pack and literature
- Prototypes assembled by Lucid
- Comprehensive manufacturing specification
The Lucid industrial design team has longstanding experience in developing branding concepts into robust point-of-sale promotion in the drinks sector. As well as creating brand promotional designs, we sensitively interpret and develop basic design ideas into design that is practical and economic to manufacture.
To enable the launch of Coors Light on draught, the brewer’s dispense manufacturer asked our engineering design team to develop basic sketch concepts into a robust, manufacturable point-of-sale promotion.
Stand-out presence with clear messaging about brand values was vital at a competitive point-of-sale in UK and Irish bars.
Sketches, computer visualisation, 3D CAD modelling and rapid prototyping were used to discuss and develop a form and brand presentation that balanced the conflicting demands of brand presentation and practical manufacture.
Technical challenges included design for consistent lighting and particular attention to achievable material finishes.
An imposing form and distinct material finish differentiates Coors at the bar. Working within the constraints of branding guidelines, key sales propositions were communicated, helping launch the product successfully in a crowded marketplace.