Budweiser recently unveiled new packaging designs, and jkr was thrilled to be part of the team.
AB InBev Vice President of Brands, Frank Abenante says: “This new visual identity is one of many steps in our quest to reinforce Budweiser’s role as a true global beer brand. Together with our unifying global creative idea, the new global packaging look and feel will reinforce Budweiser’s bond with consumers around the world.”
Which was pretty much the brief! Both can and boxes have placed more emphasis on the brand’s famous bow tie device, while also utilising Budweiser’s wealth of other iconography, such as their famous creed – its pledge of quality. It is the first time the core can has featured the bow tie so prominently, but clearly this is a brand where the design task had to marry a respect for the brand’s graphical past with an ambition to keep it relevant in the here and now. “Our intent was to find a design that was very powerful and positive for both old and new Budweiser drinkers” as Rob McCarthy, vice president of Budweiser explains it.
From a jkr perspective, we always knew the re-design for Budweiser’s packaging was going to be a big deal. It’s a top class brand and as such, a privilege to work upon.
Earlier this summer, Budweiser introduced a limited edition can for the Fourth of July, also designed by jkr. The patriotic can proved to be a hit with the online community, and on-shelf. This was the first can design to feature the prominent bow tie, and saw a lift in sales according to Advertising Age.