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Package Design
Product Line

Gold Winner

Entrant: Jones Knowles Ritchie, New York
Budweiser - "America is in Your Hands"

Corporate Name of Client: AB-InBev

Agency Account Executive: Michael Henein

Agency Account Director: Phil Buhagiar

Agency Account Manager: Josh Griffin

Managing Director: Sara Hyman

Design Company: Jones Knowles Ritchie, New York

Creative Director: Tosh Hall

Design Directors: Paul Sieka/Daniel D'Arcy

Designers: Michael McQuaid/Augustus Cook/Charlotte Jackson

Senior Visualizer: Matthew Coluccio

Junior Visualizer: Justin Sottile


Description of the Project:
Budweiser is America, America is Budweiser.  What better way to commemorate the birth of our country this summer, than to literally hold it in your hand.
 
Replacing the brand name is a bold statement, the only logical option, the name of the mother from which it was born. Throughout the ‘Ameri-can’ design, Budweiser has changed its dress to signal an unwavering ode to the country.  A substitution for “The King of Beers” needed to be an equally bold qualifier for America. “E Pluribus Unum” was the solution: “Out of Many, One”, a nod to the states that create our great nation, as well as a comment on Budweiser’s place amongst its competitors. There is only one Bud. 
 
The homage continues in totality, from the US in place of the AB medallion and "The Star Spangled Banner” lyrics encircling the creed, to the ‘Indivisible Since 1776’ - the born on date of our land. This summer truly, you can hold America in your hands.
 
America, This Bud’s for You.