The Proud Choice

Even though Bud Light is America’s #1 light beer, it still had an image problem. Despite premium ingredients and a crisp, clean taste, consumers didn’t want to associate with the brand. It was time to change that

   
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Brand Strategy
Brand Identity
Packaging
Campaign

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Business Insider
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Team

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After exploring the Bud Light archives, we brought back the brewer’s historic creed and developed a fresh and dynamic color palette, custom typeface and neon lettering—a brand befitting America’s Favorite Light Lager that beer drinkers are proud to hold in their hands.

After a bold rebrand, we needed a typeface that was representative of a beer born in the 80’s, but modernized for use today. Introducing ‘Bud Light Bold,’ a sans serif font inspired by the Bud Light logotype.

“The Redesign of Bud Light will be more effective than any advert”

JORN SOCQUET
US Vice President Of Marketing, ABI