Aluminum / Metal

Bud Light unveils redesign

Posted: January 4, 2016 by
Katie Gravely

An American favorite--Bud Light plans to give the beer can a redesign. According to a release, its the first major overhaul of Bud Light's visual identity in eight years and it will include a reimagined logo, comtemporized primary and secondary packaging and will be a part of a larger brand evolution that's underway at Bud Light.

"In 2016, we'll put a more modern twist on Bud Light, from the way the brand looks to the way it acts," says Bud Light vice president of marketing, Alexander Lambrecht. "We're proud to introduce our fresh new look, which pays homage to our most iconic packaging of the past, yet feels current and unique with its bolder logo and distinctive blue colorway. It's a design that truly stands out from what's become a sea of sameness in the light beer category."

By bringing back the brewer's historic trademark "AB" crest – not used on Bud Light packaging since 2001 – the design emphasizes the attributes that established the brand as one of the country's most popular beers: premium ingredients, care in brewing, a crisp, clean finish and a smooth drinkability.

"It's a more intentional communication of the brewing excellence and premium light beer that goes into every bottle and can," says Lambrecht.

"Consumers today want a brand with genuine brewing credentials," says Tosh Hall, creative director at Jones Knowles Ritchie. "Bud Light is leaning into its heritage and unrivaled brewing expertise in a way that's looking forward, not back. The result is a confident and contemporary expression of a brand consumers have known and loved for decades."

The firm collaborated with Bud Light's creative agency, Wieden + Kennedy New York, on the design to ensure it would be cohesive with the new marketing campaign currently under development. Earlier this year, Bud Light confirmed it would debut a new tagline and creative approach in time for Super Bowl 50.

More than 20,000 Bud Lights are sold every minute, the release states. Yet, it's a challenge well worth undertaking, according to Anheuser-Busch head of marketing Jorn Socquet. "This is a brand that embraces reinvention – changing with the times is part of Bud Light's DNA, and a reason the brand has remained relevant in popular culture of years." He added, "This redesign is an important and symbolic investment in our largest brand."

The new Bud Light packaging will roll out nationwide in cans and both glass and aluminum bottles in early spring 2016.