Corona Extra – Redesigned for China

Design: Aman Jhunjhunwala
Location: India
Project Type: Student Project
School: Indian School Of Design and Innovation (ISDI)
Packaging Contents: Corona Extra – Beer (Pale lager)
Packaging Substrate / Materials: Aluminium Can
Printing Process: Offset printing

Corona beer first came in 1925 as a pilsner beer in Grupo Modelo (Cervecreria Modelo), which was and still is the largest brewery in Mexico. The following year, Grupo Modelo considered storing the beer in dark-colored bottles in a bid to preserve and improve the beer’s flavor. However, they made the wise decision to put the beer in clear, transparent bottles. These bottles have a particular shape and have become a legendary symbol of the company, and are also the key additions to Corona’s success.

Corona Extra is a pale lager produced by Cervecería Modelo in Mexico and owned by AB InBev in Belgium. It is one of the top-selling beers worldwide.

According to the Oxford dictionary, the word Corona means ‘A part of the body resembling or likened to a crown.’ Corona is a Spanish word which when translated to English means crown.

Because of the recent pandemic of the COVID-19 virus, the Beer brand Corona has faced a lot of losses. As the name is closely associated with the virus the sales have reduced. Especially in China where the virus has known to originate, the sales have dropped. Corona suffered a $170 million loss in earnings in china itself.

What’s Unique?
This Project focuses on rebranding Corona Extra for the Chinese market following the COVID-19 outbreak.