Coors Banquet Campaign
Illustration and Branding
Art Direction: Jason Kernevich & Scott Laserow
Overview
This project focused on developing an illustrated campaign for Coors Banquet that expanded on the brand’s existing visual identity while appealing to a broader outdoor-focused audience. Inspired by the brand’s connection to Colorado landscapes and vintage national park imagery, I created a campaign centered around storytelling, packaging, and environmental illustration.
The goal was to explore how an established brand could evolve visually while still maintaining strong brand recognition and consistency across multiple touchpoints.
Approach
Through research, I found that Coors Banquet frequently targeted a traditional “outdoorsman” audience. For this campaign, I wanted to broaden that perspective and create visuals that felt more inclusive to outdoor enthusiasts in general.
Drawing inspiration from vintage travel postcards and Colorado mountain scenery, I illustrated a series of beer cans designed to celebrate the outdoors while remaining visually aligned with the existing Coors Banquet identity. I intentionally stayed close to the brand’s established color palette to maintain familiarity and strengthen brand recognition throughout the campaign.
To extend the campaign beyond packaging, I also designed supporting brand applications, including six-pack packaging, beer tap concepts, and environmental signage. These additional pieces helped create a more cohesive and immersive brand experience across physical touchpoints.
Research and sketching
Research played a key role in understanding the existing Coors Banquet brand, including its visual language, audience, and advertising approach. I also explored trends in contemporary beverage packaging and vintage outdoor-inspired design to inform the direction of the campaign.
After sketching and concept exploration, I refined a visual direction that balanced illustration, storytelling, and brand consistency. The final designs combined nostalgic outdoor influences with modern packaging applications to create a campaign that felt both recognizable and refreshed.
