Designing the new Budweiser beer bottle
- Leonardo Massarelli
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Refreshing a classic. Redesigning AmBev's American icon. Same taste, Bud feels better.
'King of Beers since 1876', Budweiser is one of America’s most iconic brands and a true leader of the North American beer industry. A beverage brand committed through its history to brew great-tasting and high-quality beers.
We were asked by Budweiser to help them with a key business choice – to update their bottle design, the key point of interaction with their consumers and the main repression of their values and identity. A challenge far more complex than simply creating a package for a new brand. We were refreshing a symbol. With that in mind, we applied 3 of our greatest skills to it: Research, product and visual design.
Enter the new beer bottle design
Through an immersive, integrated and precise process, we created a solution that delivered on the challenge. Without a doubt, redesigning a great American icon, recognised all across the world is of great pride for an innovation and design consultancy with a Brazilian soul. After broad case research, we understood that we would need to explore graphic resources that highlighted Budweiser’s essential characteristics, authenticity and quality.
The improvements to the beer bottle design were the introduction of a new label, with a bolder and more modern approach that kept the traditional Anheuser Busch stamp embossed on the label and in the bottle cap.
When integrated, these elements result in a more potent visual that adds even more value to the product and the brand.
Turning cultural behaviour into opportunities
Combining a global mindset with local knowledge, we created a strategic framework for new, regional beer brands for Ambev across Brazil. The Roots project is a case study in how to accelerate new businesses inside big corporations.