Being briefed to re-design and position an iconic beer was no easy undertaking. Looking back to the past for inspiration we designed a new bottle structure that was inspired by the past lava bottle shape thats so iconic for the Michelob brand of yesteryear.
The new structure brings back the most noticeable and own-able trait for a beer bottle today. Modernizing the brands assets and creating a new Visual brand Identity that steps away from the gym rats and into an inspirational and superior light beer.
Role: Design Director
Studio: JKR
Designers: Cyrus Blais, CJ Draper, Izgi Yapici, Kyle Wessel
Year: 2017-2018