JKR

Just hitting the shelves, our design for Budweiser ‘66’. Lightly carbonated with a touch of sweetness for a smooth, easy taste, Budweiser ‘66’ offers consumers something new and different. The design objective was to deliver a great “badge in the hand” through a contemporary take on an iconic brand.

Budweiser is an amazing brand to work on – the master brand’s famous design has been tweaked but hardly changed in over a hundred years. So this was like being given the keys to a Cadillac and asked where we might want to take it for a spin. The challenge was to deliver something fresh without diluting the classic ingredients, to retain the authenticity which is central to Budweiser’s appeal.

‘Keeping it simple but credible was the main objective; not trying too hard to be cool while also feeling like a classic, confident American brand. The shape (derived from the brand’s iconic bowtie) creates an impactful and distinctive label.  The strong angle creates a dynamic arrow which points to the copy explaining the beer’s proposition.  The oversized logo and contemporized AB seal combined with the off centre graphic give it a laid back feel’. Sean Harvey, Design Director, jkr.

And here’s some examples of the latest advertising activity going on around the brand – great to see jkr’s hometown of Camden wallpapered…

Despite being Britain’s biggest sausage brand, there was a need to drive frequency of purchase and give consumers a better idea of what the brand stood for. Richmond chose to use its packaging to elevate the brand, leveraging it across all brand communications.

When it came to the design strategy, we decided to project Richmond as a heritage brand that consumers could confidently trust. To achieve this, we maintained the visual equity inherent in the green while elevating it to reflect the natural values of the brand. The Richmond word mark and logo bring to life the brand’s heritage, reaffirming Richmond sausages as ‘The Taste of Home’.

“I wanted to create an element in the design where you could almost see the farm, and to add a sense of home and hearth” says designer Bob Celiz. “The farmstead weather vane was a way to evoke these emotions and get an element of craft and tradition into the design. We did plenty of proposals of the weather vane, telling various stories, from which the homestead was selected.”

Bob adds “We crafted the wordmark, and made the window which is part of Richmond’s distinctive architecture more of a smile, to be softer, and more sympathetic to the overall feel of the design.”