Budweiser Rebrands With New "Bowtie" Design

"Budweiser, the iconic global beer brand, today revealed a new design, seen in its can and secondary packaging, that will roll out of U.S. breweries and into the hands of American beer drinkers this summer, before debuting in markets around the world later this year.

The new can design is Budweiser’s 12th since Anheuser-Busch began offering its flagship brand in cans in 1936.  The focal point of the design is Budweiser’s iconic bowtie, complemented by the time-honored Budweiser creed and Anheuser-Busch medallion."

 “Budweiser’s success is rooted in aspects of the beer that will never change – a crisp, refreshing taste, an unwavering commitment to quality and the enormous pride we take in each batch,” said Rob McCarthy, vice president, Budweiser.  “Our refreshed packaging design gives Budweiser an updated look, which dramatizes the iconic Budweiser bowtie and incorporates the brand hallmarks that loyal Budweiser drinkers will recognize and appreciate.”

Budweiser’s new “bowtie” can and secondary packaging designs will be the global standard as the brand continues to expand internationally."

Designed by JKR

Comments

[Mickey Mouse]

Ouch! Bye bye beer brand, hello sales decrease!!! What a way to destroy an icon!!

[aputski]

reminds me of Marlboro...

[AH]

Big move forward... but I like it! (especially the crown ring-pull)
Looking back on previous designs It actually looked quite messy.

Just saw the new can has 1,190,101 'LIKES' on Facebook already!? Something tells me Budweiser will be ok.

http://www.facebook.com/Budweiser?sk=wall

[Jon]

Did they run out of blue ink?

[T]

I see the oposite. They should have done this change long time ago. Theres no bye bye beer brand here. Brands have to move on but still keep their brand promise. Theres too many good brands waiting in the quicksand. Good work! t

[nate]

its as American as red, white and well thats not really all that important i guess.

[Audrey]

This is a tour de force that is absolutely clever and creative.

There is plenty of elements that link the consumer directly with the brand DNA, while the packaging evolution is much more attractive.

Destruction of an icon? Mickey Mouse, you couldn't be more wrong here.

Contrary to the trend that is actually taking place, where a lot of packaging are simplified to a point where they look generic - think Tropicana flop or Pepsi ridicule makeover and Oreo + Ritz clueless simplification - Budweiser rebranding have been through a a real design process.

Instead of damaging brands like most designers without talent are attempting these days by creating packaging design like if it was the cover of an annual report - without emotional connection and appeal - Budweiser stands out like the perfect example of what to do.

It's a fine balance between keeping what attaches us to the brands, while remaining contemporary and alive.

I can only applause to this tremendous and inspiring work.

The crown shaped tab is a stroke of genius! They keep on emphasizing on the "King of Beers" and this is what branding is all about.

Have a look at it again Mickey Mouse. I think you got it wrong.

[asdf]

I would of guessed Arnell did this.

[tyreeimagery]

it looks like coke now to be honest.

[Richard Owens]

Looks like something Barry might have done. Good work on your part not to use him. Ask me for the story someday. RIchard M. Owens

[shredz]

The previous can had a really classic feel to it, but the new redesign looks and feels much more premium. Good work in my opinion!

[Lora]

Is there supposed to be an idea in this? It seems to have lost its charm.... The lack of blue makes it look like Coke or Canadian rather than American! Will be interested to see how the sales change after this...

[Sarah]

Yay for branding with the big bow tie - typical JKR. But its completely lost it's charm and heritage when you could of mixed both. Not a fan at all sorry.

[Mikey Hart]

LOLS!

"did they run out of BLUE INK!!"

Well said.

Its lost charm and authenticity.

I bet the red blocks well on shelf. ha.