Bud Light Re­freshes its Look

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Bud Light went through its first ma­jor re­brand­ing cam­paign in eight years, in­tro­duc­ing a new iden­tity, char­ac­terised by its strik­ing his­toric trade­mark crest and bold ty­pog­ra­phy, which ac­cord­ing to brand ex­perts is def­i­nitely a bold move and an im­prove­ment. In­tro­duced in 1982, Bud Light quickly be­came the num­ber one sell­ing beer in the United States. The new look, cre­ated by de­sign agency Jones Knowles Ritchie, de­buted via ads dur­ing the Su­per Bowl 50 and is set to en­tirely roll out in Spring. This re­design will in­clude a reimag­ined Bud Light logo and con­tem­po­rised pri­mary and sec­ondary pack­ag­ing, and is part of a larger brand evo­lu­tion un­der­way at Bud Light. The change is dra­matic: a "won­der­ful bal­ance of im­pact and sub­tle­ness," writes brand­ing blog Brand New (un­der­con­sid­er­a­tion.com). By bring­ing back the brewer's his­toric trade­mark "AB" crest — not used on Bud Light pack­ag­ing since 2001 — the de­sign em­pha­sises the at­tributes that es­tab­lished the brand as the coun­try's most pop­u­lar beer: pre­mium in­gre­di­ents, care in brewing, a crisp, clean fin­ish and a smooth drink­a­bil­ity, reads the press state­ment. All in all, this a great brand up­date that may not please old cus­tomers but might very well at­tract some new.

The evo­lu­tion of the Bud Light can



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