Corona wanted to bridge the connection between football fanatics and the community's love of tailgating to fuel their enthusiasm and destress through a shared interest. Inspired by the tabletop game of paper football, Lime Wedge is simple and quick to engage with to get the good times rolling. You don’t need to be on the field to be a superstar. All you need is a lime, two bottles of Corona’s, and a few friends.
To capture the love of football and summer gatherings at the beach, there needed to be an authentic, DIY sense of enjoyment. The visual language was imperfect, hand-crafted, vibrant, and weathered to position the design as personal and natural.
Corona's iconic yellow and blue palette was expanded to include the coarse sand of beaches and stadium field grass, merging the world of football with summer.
A set of illustrations was developed as a toolkit to evoke summer, the lime wedge game, touchdown gestures, and cold Coronas with a hint of lime.
