Brand DNA
Corona
Corona is a Mexican lager sold worldwide, built almost entirely on an image of the coast, sunlight and time spent outdoors.
66%
Background#FFFFFF
12%
Primary#002D62
12%
Text#1A1A1A
6%
Surface#1A1A1A
4%
Secondary#F5C518
Typography
Aa
Corona HeadlineDisplay · Classic & editorialLibre FranklinText · Softly rounded
A relaxed serif for headlines, small plain sans for the rest. Everything set with air around it, like the beach it is selling.
Tone
Never
show anyone under legal drinking age
depict heavy or rapid drinking
use urgency or discount language
Never says
partyshotshurrybargain
Sounds like this
This is living.
Slow, spacious and unhurried. Short lines with a long pause after them. The message is always somewhere to be, not something to do.
Audience
Adults of legal drinking age who associate the brand with the coast, warm weather and slowing down.
Loves
+Time outside
+Doing nothing, well
+The coastline
Loathes
×Urgency
×Crowded nightlife
×Selling beer on price
The hill it
would die on
would die on
The best hour of the day is the one nobody scheduled.
DensityAiry
AlignmentCentred
MotionNone
AddressInformal
Corona · brand DNA at a glance
10 of 12 traits
