Reinventing refreshment for a new generation
Facing declining engagement amid the rise of craft beer, Coors Light needed to reinvigorate its shelf presence and emotional appeal, especially among younger, authenticity-seeking consumers. RKS Design partnered to create packaging that communicates cold, portability, durability, and cultural relevance in a competitive landscape.
Research Insights & Discovery
Key Outputs
- User Personas
- Psycho-Aesthetics® 2.0 Map
- Benchmarking
- Opportunity Areas & Design Criteria
- How We Used Psycho-Aesthetics™ to Identify Unique Opportunities in the Project.
RKS applied its human-centered methodology to understand emotional and functional motivations behind beer purchase decisions. Through home visits, party observations, and in-store shop-alongs, the team surfaced key insights, concerns like coldness retention, ease of transport, and authenticity-driven brand preference. Younger consumers associated these with smaller craft breweries due to their storytelling and visual identity, highlighting an opportunity for Coors Light.
How We Used Psycho-Aesthetics™ to Identify Unique Opportunities in the Project.
Using our proprietary Psycho-Aesthetics® 2.0 framework, we conducted in-depth interviews and ethnographic observation in diverse lab settings. We identified key emotional and usability pain points, such as intimidation with complex interfaces, workspace clutter, and trust in precision. These insights guided both the form and interface strategy, ensuring approachability and confidence in operation.
Packaging Design
Key Outputs
- Thermo-ink can
- Packaging structures optimized for carryability and visual theatre
- Concept iterations balancing novelty with shelf pragmatics
RKS explored versatile concepts, from thermochromic cans that turn blue when cold to structural packaging that supports portability and shelf visibility. Co-branding mock-ups (e.g., YETI cooler collaboration) and carry‑case enhancements were explored, all grounded in reinforcing brand identity and utility.
Concept Exploration
Key Outputs
- Visual identity
- Package storytelling elements
- Refined secondary packaging to support brand story
The design refresh aimed to keep Coors Light’s authentic mountain heritage while introducing modern visual storytelling and freshness. This included refined graphic languages, cohesive iconography, and subtle heritage cues that resonate emotionally.
Key Outcomes and Results
Key Accomplishments
- Strengthened narrative positioning
- Repositioned heritage brand to engage experience-seeking younger consumers
- Ready for pilot testing in future campaigns
RKS Design’s strategic packaging redesign for Coors Light blends emotional insight with visual innovation, helping one of America’s iconic beers resist craft beer’s pull through subtle but powerful packaging cues. The project demonstrates RKS’s strength in leveraging brand heritage, sensory storytelling, and behavioral insight to reshape mainstream brand relevance.
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