Coors Banquet
Packaging, Illustration
Designed at Soulsight.
— Steve Tedesco, Associate Creative Director
— Stephen Merlo, Senior Designer
— Alex Lahr, Designer
MillerCoors approached Soulsight to design a series of limited edition cans commemorating the storied history of Coors Banquet. The series was to celebrate Banquet’s origins in Golden, Colorado and its founder, Adolf Coors. Each can points to different parts of the Coors Banquet story, from iconic Castle Rock that overlooks the brewery to the AC monogram and signature of its founder.
Inspired by letterheads and signage found in the brewery’s archives, can 1 of 3 uses a hand-drawn illustration of Castle Rock to reference the beautifully articulated details of 19th century bill heads and certificates, including those found onsite in Golden.
Can 2 of 3 features the iconic Castle Rock “C” seal that still appears throughout the Coors Banquet world as well as several references to the Golden Lager’s original packaging and ingredient claims — “the best water, finest hops, and choicest barley.”
Can 3 of 3 highlights the mark of Adolph Coors, letting the vibrancy of the aluminum substrate shine through to focus on the iconic mark.
Image courtesy of Rob Bratney
Image courtesy of Rob Bratney