Category: Budweiser

Budweiser has a rich history of driving music culture that they are looking to reclaim with a global platform, featuring countless partnerships with iconic and emergent artists, festivals and awards shows, all around the world. We remixed the Budweiser visual identity system to amplify the emotions, cultural impact and visceral experience of music. This was applied to everything from limited edition packaging, to festival posters, to live events—any music-related extension of the brand.

We started by looking at core assets like typography, color and graphics. Music venues are typically dark with a lot of vibrating lights and colors, so we used Bud’s blue more liberally, even letting it butt up against and vibrate with the red. We also promoted their script font to a consistent secondary element to draw on some of what we see in merch and album art.

Budweiser has this incredible tapestry of heritage graphics that appears on their packaging; we turned that into a combination of bud heritage and music cues (originally drawn by Kasi Turpin). We also looked for opportunities to “feature” artist and partner IP in mashups with Budweiser brand elements.

We developed a system for loads of limited-time-only packaging, combining the Budweiser look with art and lyrics from artists, festivals, and any other music partners Bud collaborates with—plus a “general” Bud Music expression using our music graphics.

For campaign & marketing executions, we developed a collage-style treatment and creation tools that helps any partner quickly create on-brand imagery using whatever artist photography they’re given.

We also developed a suite of music visualizers that can create connected but distinct assets for any artist, or even respond in real time to music or community inputs for experiential events and performances.