Design: STANDARD BLACK
Location: United States
Project Type: Produced
Client: COLT 45
Product Launch Location: Global
Packaging Contents: Beer
Packaging Substrate / Materials: Aluminium

Colt 45 drinkers know who they are, and they know their lager. But for loyal fans everywhere, their brand of choice was in need of an update, and some of its past identity – “Works Every Time” we’re looking at you – did not age well. Colt came to Standard Black with a challenge; refresh the brand, with respect.

It’s a drink people are proud to hold in their hand. Standard Black set out to make it look the part. Completely redesigning the brand’s visual world from the ground up, refining the elements that worked, redefining the rest.

And it didn’t stop there. The brand voice needed an evolution too. A way of talking to people – and talking about the product – that stays true to the well-earned swagger at the core of Colt, but with an approach that works better in the here and now. By losing one very loaded word, and finding a truly authentic no-BS tone, Standard Black helped Colt 45 change the game without changing their classic flavor.

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