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Package Design
Product Line

Silver Winner

Entrant: Jones Knowles Ritchie, New York
Budweiser - "Budweiser Global Redesign"

Corporate Name of Client: AB-InBev

Global Account Director: Matt Bevington

Managing Director: Sara Hyman

Agency Account Director: Phil Buhagiar

Design Company: Jones Knowles Ritchie, New York

Creative Director: Tosh Hall

Art Director: Tosh Hall

Design Directors: Paul Sieka/Daniel D'Arcy/Andy Baron

Designer: Augustus Cook

Multimedia: Matthew Coluccio/Justin Sottile

Typographer: Ian Brignell


Description of the Project:
Background

No American beer brand rivals the rich history and iconography of Budweiser. Since 1876, the brand has represented uncompromising commitment to quality, reflected through the craft and care that goes into brewing every beer.

The brief
Our task was to align the brand’s design with the brand’s spirit. Budweiser partnered with our NYC team to refresh their packaging and visual identity.

The creative idea
After an immersion in the Budweiser archives, then the team drew inspiration from the best parts of the 140 year design legacy. The idea was simple, sweat the details. Every element of the brand’s design language, including the simplified “Bowtie” logo, optimized packaging and two bespoke typefaces, were recrafted. The revitalized designs reflect a true commitment to craftsmanship.

Impact
The iconic beer brand seems to have found its voice once again through a bold and crafted design language. Through design we can drive reappraisal and brand truth for this true American icon.