Vibe

Packaging Design - Single

2003

Landor Associates
t: 1-888-2-Landor
e: www.landor.com

Design: Philip Foster Design: Dexter Lee Creative Direction: Alan Smith Photography: Michael Friel Design Studio: Landor Associates Client: Coors Brewing Company

Background: Coors Brewing Company pioneered the category of "malternative: beverages when it introduced Zima in 1992. In recent years the market for alternative alcoholic beverages has boomed and a growing number of competitors have entered the market. Wanting to capitalize on the popularity of "malternatives," Coors decided to launch a brand extension of Zima. Challenge: Landor's challenge was to develop an identity for the beverage that resonated with the target audience: young adult males who are independent, "in," social, hip and active. The name and package design needed to feel masculine and connote unconventionality and self-expression. Solution: The urban club scene inspired the identity of the new beverage. Landor's research found a powerful relationship between music and social interaction. Borrowed from urban club vocabulary, the name Vibe was chosen for its references to the language of music and the energy of social interaction. Its compact power and active, hip, masculine tone are reinforced by the color and imagery of its packaging. "Vibe" appears in clean, strong, elongated white capital letters astride a black label. An iconic V of red digital dots bleeds off the side of the label, further energizing the brand identity.