As we look to the New Year, we begin thinking about how to make changes to our lives, and for brands it’s no different. Bud Light, America’s best-selling and most popular beer, is getting a new look that is aimed at showing the strengths of the beer rather than simply telling them. Set to debut in early 2016, Jones Knowles Ritchie’s design for the beer brings back the AB crest not used since 2001 and does away with the red in the packaging for a new and distinct look.
A redesign for such a massive brand is no easy task. The brewer reports that more than 20,000 Bud Lights are sold every minute — yes, minute. Not only that, but the new graphics will need to appear on beer trucks, signs at bars and stadiums, glassware, and any other Bud Light merchandise.
It’s been eight years since the last packaging refresh, and although Bud Light still dominates the competition, the new packaging comes at a prime time. Bud Light has faced a dip in sales, likely from the onslaught of new brews popping up every day. The beer market is indeed saturated, so being noticeable, trustworthy, and appealing to loyal customers as well as a wave of new buyers is key. Bud Light’s new packaging emphasizes the choice ingredients used in the brewing process, which, combined with the reappearance of the AB crest, means they’re utilizing their history and roots to stand out.
Alexander Lambrecht, Bud Light vice president of marketing, mentions, “In 2016, we’ll put a more modern twist on Bud Light, from the way the brand looks to the way it acts. 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.”
Tosh Hall, creative director at Jones Knowles Ritchie, comments, “Consumers today want a brand with genuine brewing credentials. 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.”
Photo Credit: Anheuser-Busch
