Blue Moon was launched by Coors to compete against a new tide of microbrews and smaller batch breweries. Highly successful on and off the shelf, the design for Blue Moon set a trend for years to come.
Employing hand-crafted typography and authentic woodcut artwork, the design elements were crafted to communicate that this was not a traditional American brew.
Developed to accommodate seasonal custom colors and flavor cues, the design system for Blue Moon excelled in appetite appeal and shopability. The pack’s 20+ year reign on the shelf speaks to its memorability and iconic staying power.
Created at Landor
Role: Designer