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.However over the years, and perhaps in the pursuit of visualizing “drinkability”, the Bud light brand had become diluted.

We set out to move away from packaging clichés in the category and reintroduce Bud Light with an unashamedly bold, confident identity. A nod to it past while setting it up for the future.