Blue Light’s Refreshing New Look
BACKGROUND
To help establish a unique brand position apart from Labatt Blue, Labatt turned to Shikatani Lacroix for a revolutionary redesign of Labatt Blue Light in order to create a separate design architecture for the 2 brands, drive awareness for Blue Light in all markets, feature Blue Light as a refreshing beer, and strengthen its identity with target consumers.
CHALLENGE
It was important for the new design to be revolutionary to the existing Labatt Blue Light design, but still fit well within the Labatt Blue family. Since differentiation between the Blue and Blue Light brands was one of the primary objectives, it was important to approach the project from a fresh perspective.
SOLUTION
The SL team explored a different design architecture and created a fresh new look for Labatt Blue Light by approaching the project as if it were the launch of a new brand. The redesign initiative encompassed the design of the primary and secondary packaging for both bottles and cans - the entire Labatt Blue Light line-up.
RESULT
The new Blue Light design is a fresh, new take on a tried and true favorite that successfully dials up the refreshment factor, features sharp branding, and has stronger badge value to appeal to light beer drinkers seeking quality and great taste.