Molson Coors came to us to as a trusted glass expert and partner to create a new Coors Light glass for global use. The objective: to create an iconic glass shape that embodied ‘mountain fresh’. Working with the international Coors Light Committee as well as procurement teams from around the world, Brand Concepts also guided Coors Light’s advertising agency. Sharing the elements behind our design helped them devise a strategy that would leverage the glass as an asset that aligned with the brand. We collaborated with Sahm, the glass supplier who, with our direction and input, designed the glass. Today, the Coors Light signature glass is enjoyed in Canada and the UK.