Corona brought its Lime Lounge to Sea.Hear.Now, the music and surf festival on the sand in Asbury Park, and the identity came down to one decision. The crown is the oldest, most protected part of the Corona mark, so I concepted a lockup that lifts it off and sets a lime in its place. The swap trades the brand's formal heritage for the one ritual every drinker already knows, the lime pushed into the bottle, holding it in a single silhouette that reads clean across a full wall or a drink menu. Built to carry the whole space, it set the tone for everything after.
The mark spread across the footprint, from welcome signs and drink menus to 21+ signage and wayfinding throughout the lounge. A wave themed backdrop ran underneath the system, pulling the visual language back toward the water a few yards away.
The system was built to hold at any scale, staying crisp from a tabletop menu to a full wall. One language, every surface, start to finish.
