In 2015 Bud Light was having an image problem. Although it remained America’s #1 beer in large part to Anheuser-Busch’s brewing credentials, consumers were not proud to drink Bud Light. There were several factors to the Brand’s problem – a decade of re-designs, a current visual identity that did not speak to the quality of the product and an unsuccessful advertising campaign. Consumers were judging the Bud Light book by its cover and it had become the default option, not the proud choice.
We were briefed to review the visual identity for Bud Light. We needed an identity that delivered a more authentic and bold look, emphasizing the attributes that have long distinguished Bud Light as the country’s most popular beer; Premium ingredients, care in brewing, a crisp, clean finish and smooth drinkability. For the first time since the brand launched Bud Light looked into revisiting their rich heritage and unrivaled quality cues to unlock the power of authenticity.
JKR started with an in-depth audit, digging into the archives of the Bud Light brand. Our aim was to reestablish some of the successful core equities that made the brand a cultural icon post it’s launch in the 80’s and 90’s. Our team used the principles of Genuine, Contemporary Confidence and modernized the color palette to focus on bold, vivid and fun blues. The new typographic logo was carefully crafted and redrawn to ladder up to our strategy and reflect the quality credentials by presenting ourselves with style and confidence.
Brand health has continued to grow year on year and the redesign gained widespread recognition across the media with features in several major publications such as AdAge, Wired, Fortune and Fox. There was also nationwide news coverage and an exclusive sneak peak release in November, ahead of March 2016’s launch.
Ultimately, the feedback from consumers has been gamechanging. They are no longer afraid to hold a Bud Light in their hand, making it a proud choice at the bar and beyond.