Introduced in 1982, Bud Light is a premium light lager with a superior drinkability that has made it the best-selling and most popular beer in the United States. However over the years, the Bud light brand had become diluted.

We reintroduced Bud Light with an unashamedly bold, confident identity. The design emphasized the attributes that established the brand as the country's most popular beer: premium ingredients, a crisp, clean finish and a smooth drinkability.

After rolling out the identity, we visited the archives in St. Louis to get inspiration to expand the visual identity system. This inspiration drove us to develop a new custom typeface, photography style, brand icon illustrations, and overall guidelines for a new fresh system.

agency .. Jones Knowles Ritchie

design .. Tosh Hall, Danny D'Arcy, Andy Baron, Robert Medkeff, Augustus Cook, Cyrus Blais, Adam Howard, CJ Draper, Izgi Yapici

multimedia .. Justin Sottile

typography .. Ian Brignell, CLUB

photography .. Martin Wonnacott

client management .. Josh Griffin, Zach Anziska

Clio Awards .. Brand Design .. Shortlist .. 2017

Graphis .. NFL Packaging .. Gold Award .. 2018

The One Show .. Rebranding .. Gold Pencil .. 2017

Pentawards .. Brand Identity Program .. Bronze Pentaward .. 2017

Pentawards .. Limited Edition .. Bronze Pentaward .. 2017

PRINT Magazine .. Rebranding .. Regional Design Award .. 2018