ABOUT

How do you reinvigorate an iconic brand to make today’s generation pay attention? 1 in 7 young consumers didn’t identify with us, we needed to change that. Budweiser came to us with an opportunity to use a new aluminum bottle format as a catalyst for that change - shake up 138 years of a phenomenal brand.

Asked to break the rules and project a renewed interpretation of Budweiser that Millennials would feel proud to hold in their hands; our goal was to create something fresh and relevant. We wanted to tap into what was making Budweiser relevant in culture, if not in the bar.

We identified today’s most authentic and celebrated Budweiser icon; the revered label iconography. From there, we reinterpreted this into a bolder and more contemporary version. Crafting every element, creating entirely new custom typography, redrawing the intricate elements, we re-presented history in a contemporary way. The perfect balance of old and new. A striking new look spurred amazing results, allowing the brand to finally stem over 10 years of steady decline. We’re not done yet.