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.
