Through the decades, the Budweiser label and its typography had become a lackluster distorted copy-of-a-copy-of-a-copy. Globally, Budweiser had become visually disjointed and each market had different needs from a redesign. The brand lacked cohesion and needed to increase quality and premium perceptions in growing markets. In North America, the brand suffered from decades of decline in market share and lacked relevance with millennial consumers. The brief was to bridge the gap between the iconic brand, as it exists in the minds of consumers and the incoherent design language that had come to represent it.
Globally, the brand had become a symbol of freedom. The design strategy was based on the principles of the American dream... a drive to succeed and hard work. We called it “Bold Spirit & Crafted Soul.” Reflecting the brands role as a leader, the design language needed to buck outdated trends and demonstrate confidence.