Corona
Art Direction ★ Experiential Design
Art Direction ★ Experiential Design ★
Art direction and Experiential design for the Corona family, focusing on launching Hard Seltzer in an increasingly crowded market. The work required balancing the established Corona equity with fresh approaches that would appeal to new audience segments while maintaining brand authenticity.
The cocktail book created for the launch balances heritage with playful design and imagery, positioning the brand family as a go-to mixer choice for every occasion in a bartender's catalog. Each page showcases carefully crafted recipes alongside vibrant imagery that reinforce Corona's established positioning while introducing new consumption occasions.
This project was a tricky ask. The media buy had already been made, and market disruptor Love Wellness needed their first ever out-of-home campaign to make a bold, Big Apple-worthy statement.
Without an up-to-date asset library, we had only days to create fresh product visuals for their entire line to use across dozens of unique placements. Keeping things simple, eye-catching, and honest was the solution to make the most with their colorful introduction.
As a bonus, I got to bring our work to life with motion graphics for digital ads alongside our physical station takeovers.
Any opportunity for chromatic
taxonomy is a project
after my own heart
The Hard Seltzer Hideout offered consumers an Instagrammable experience inside custom shipping containers designed to look washed ashore. These spaces brought flavors to life through interactive elements that engaged all senses.
Every aspect of the design, from the weathered exterior to the immersive interior environments, was created to transport visitors while reinforcing brand messaging. Custom lighting, scent elements, and tactile installations corresponded to each flavor profile, creating memorable moments that extended beyond the physical space through social sharing.
