Beverage Industry

Brand differentiation

January 16, 2012
Corona packaging 2

Crown Imports announced new secondary packaging designs for its top two brands, Corona Extra and Corona Light, which are set to hit shelves this spring. This marks the first time in the brand’s history that the entire line of packaging will adopt new design elements, the company says. While the bottles will keep their iconic look, the secondary packaging will help differentiate the brands through color and graphic changes, it adds. Corona Extra will adopt a blue and white color palate, and Corona Light will take on the brand’s yellow and white color scheme. Both will add a SKU identifier to the top left corner and feature bottle graphics on the side panels. Another notable change for Corona Light will be a new lock-up with the crown design featured atop the logo. The 12-pack secondary packaging for cans will be the same as that for bottles, allowing for a better billboard at retail and helping the brands appear in a more uniform fashion, the company says.