Budweiser has a long history of dressing up for the Holidays. Every November and December, the brewery in St. Louis, Missouri decks its halls with beautiful ornaments, garland and lights to celebrate the Yuletide.
But with consumers, celebrating the Holidays means trading-up to other beer brands perceived as more premium than Budweiser. Our task was to launch limited edition Holiday packaging that would make consumers take a second look. The packs had to feel special, dressed-up, and ready for the Holiday parties.
The packaging was inspired by the beautiful decorations that adorn the St. Louis brewery; clusters of hanging red bulbs, light bouncing off the shiny surfaces, reflecting off one another creating a truly dazzling display. As a nod to these decorations, the primary and secondary packaging feature the iconic Budweiser label replicated in a metallic, tone-on-tone design.
Through the packaging design, the iconic beer brand elevates itself to celebrate along with the rest of the country this Holiday season.