In 2015, Bud Light was having an image problem. Although it remained America’s Favorite Light Lager in large part due to Anheuser-Busch’s brewing credentials, consumers were not proud to drink Bud Light. A decade of packaging re-designs, a visual identity system that did not speak to the quality of the product or to the brand personality, and unsuccessful advertising campaigns that resulted in brand image issues, all contributed to Bud Light’s decline. Rather than being the proud choice for get-togethers and easy-going moments, Bud Light had become the default option based on convenience and familiarity.
We were briefed to transform the packaging and visual identity of Bud Light and to help regain its dignity. The goal was to bring the fun, friendly and approachable face back to the brand. Not only is Bud Light well established with its quality brewing credentials, and has a smooth, crisp and fresh taste, but it also has a fun and expressive personality that can help facilitate the memorable moments with friends. We created packaging that uses brand equities in a modern and approachable way, while also harking back to our heritage. To compliment this specific piece of the Bud Light puzzle, we also created a visual identity system that delivered a more compelling and exciting visual story for the brand.