CORONA

ROLE: Artistic Direction, Design, Execution & Production Management

DESCRIPTION: Corona is the leading Mexican beer of export around the world. Considering the popularity of this product and the sophistication of it’s advertising campaigns, the brand is very recognizable, not only because of it’s striking colors and symbol, but also because of it’s meaning. Corona means crown in Spanish, thus representing wealth and royalty, a treasure. As a literal interpretation, the core of the Aztec calendar, the greatest and truest Mexican treasure was the inspiration for the redesign and redevelopment of the Corona brand. This new look, provides packaging extensions in Corona Light and Extra, with individual bottles or six-pack containers. The overall identity of the Corona brand has been kept, maximizing the existing equity; however minor modifications to the type, symbol and colors have been implemented to make it a bit more sophisticated.

TECHNOLOGY: Adobe Photoshop, Adobe Illustrator, CMYK Printing Process

CREATED: Fall 2001