Opinions on corporate and brand identity work.

A division of UnderConsideration.

Share ›

New Packaging for Bud Light by Jones Knowles Ritchie



Noted Jan. 11, 2016 by Armin

Industry / Consumer products Tags /


“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. Bud Light is brewed using a blend of premium aroma hop varieties, both American-grown and imported, and a combination of barley malts and rice. The light-bodied beer features a fresh, clean and subtle hop aroma, delicate malt sweetness and a crisp finish that delivers the ultimate refreshment.”

The new look will debut in ads during Super Bowl 50 and will roll out in Spring.

Design by

Design: Jones Knowles Ritchie
Typography work: Ian Brignell
Advertising: Anheuser-Busch press release

Relevant quote
This redesign — the first major overhaul of Bud Light's visual identity in eight years — will include a reimagined Bud Light logo and contemporized primary and secondary packaging, and is part of a larger brand evolution underway at Bud Light. […] By bringing back the brewer's historic trademark "AB" crest — not used on Bud Light packaging since 2001 — the design emphasizes the attributes that established the brand as the country's most popular beer: premium ingredients, care in brewing, a crisp, clean finish and a smooth drinkability.

Anheuser-Busch press release

Images (opinion after)
New Packaging for Bud Light by Jones Knowles Ritchie
Evolution of the can over the years.
New Packaging for Bud Light by Jones Knowles Ritchie

It's amazing that despite being packaged as Beer Least Likely I Would Ever Drink, Bud Light is the number one selling beer in America. More likely than not, it's because of its mass mainstream Football Dad look that that has happened which begs the question: Can Bud Light drinkers handle the sophistication of the new can? The change is dramatic, as the old aesthetic was a jumble of mainstream packaging clichés and the new is a wonderful balance of impact and subtleness. The Anheuser-Busch crest stuff, rendered in a tone-on-tone color approach, looks absolutely fantastic on the can. The tight crop of it and the name of the brewery at the bottom of the can create great tension while the BUD LIGHT typography fills the width of the can in an unapologetically undecorated sans serif that hints back to one of the beer's earlier designs. I've always liked the regular Budweiser design and this new Bud Light look ties in much better with it. I do wonder if the design will last longer than a year or two before it devolves back into a brew of swooshes and splashes of water.

Your opinion…

On Execution

See what else happened on Brand New each year since publication began in 2006


Share ›

Spotted Around the web

New Logo for Wirecutter

New Logo for Wirecutter
Spotted Jun. 3, 2020

Pinned Recent, Big Stories


New Logo for Lifetime

New Logo for Lifetime
Posted Mar. 26, 2020