After a successful and award-winning rebrand, Bud Light was still in decline, with brand perception in the toilet. The packaging rebranding succeeded, but the brand world needed to be fixed. Partners and agencies needed alignment and education on how to act and create so the brand's consumer perception was cohesive and accurate to its new system.
Creating new brand assets required the team to visit the archives in St. Louis, where we discovered elements that inspired us. This inspiration drove us to develop a new custom typeface, photography style, brand icon illustrations, and overall guidelines for a new, fresh system.
Shooting a library of video & still assets in collaboration with photographer Martin Wonnacott
Type designed with Typographer Ian Brignell.
Taking inspiration from our archives we designed a custom signage typeface for neons and limited premise build outs with the talented fellas of CLUB.
Role: Design Director
Studio: JKR
Designers: Cyrus Blais, CJ Draper, Izgi Yapici
Year: 2016-2018