Blue Moon LightSky

CHALLENGE
Release a new, better-for-you sub-brand for Blue Moon as part of a continued effort to reach a rapidly transforming base of drinkers.

SOLUTION
Summer and daytime drinking occasions are more suited to lighter and more session-able beer. We helped Blue Moon develop LightSky by imagining what the brand would look like if it moved from happy hour to an outdoor drinking occasion. The packaging leans into a brighter color palette while remaining grounded with a flavor band and Blue Moon dark blue. The LightSky mark is given air to breathe and delivers on the carefree, breezy look.

BRANDING | PACKAGING | ILLUSTRATION