The redesign marks the first major overhaul targeting the brand’s visual identity in eight years and entails a reimagined logo and packaging

Bud Light is set to introduce a facelift to the beverage’s look and feel in the spring of 2016. The scheduled redesign marks the first major overhaul targeting the brand’s visual identity in eight years. The exercise will entail a reimagined logo as well as contemporised primary and secondary packaging.

The move supports the larger evolution that is currently underway and is aimed at realising the beer giant’s updated strategy to redefine its position in the marketplace. As part of the initiative, it is restoring a historic trademark which hasn’t been used since 2001 known as the ‘AB crest’ to signify smooth drinkability.

According to the brewer, the revamped layout will emphasise the attributes which once established the brand as the country’s most popular booze offering. For the project, Bud Light is collaborating with design shop, Jones Knowles Ritchie, and creative agency of record, Wieden + Kennedy New York.

The partnership was established to ensure that the revamp serves as cohesive with the new marketing campaign which has begun development. Earlier this year, the alcohol giant announced that a new tagline and creative approach will debut in time for the Super Bowl 50.

With 20,000 Bud Lights sold every minute in the United States, the roll-out will prove no easy feat. Yet, it is a challenge well worth undertaking, according to Anheuser-Busch’s Head of Marketing, Jorn Socquet, who has confirmed that the brand is the largest product in its packaging portfolio.

“We’re proud to introduce our new look. It pays homage to our most iconic packaging of the past, yet feels current with its bolder logo and distinctive blue colourway. It’s a design that truly stands out from what’s become a sea of sameness in the light beer category,” said Alexander Lambrecht, Vice President of Marketing at Bud Light.

“In 2016, we’ll put a more modern twist on Bud Light, from the way the brand looks to the way it acts. It’s a more intentional communication of the brewing excellence and premium light beer that goes into every bottle and can.” The tweaked exterior will premiere nationwide across cans as well as glass and aluminium bottles.

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