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King of Beers

Less retro more relevant

Americana became cool

JDO Brand Design & Innovation has teamed up with Diageo Ireland to create a font and tap marker for the Budweiser brand. The on trade material launched in time for the World Cup 2014 with over 2000 units in bars across Ireland.

JDO were briefed to fundamentally change the on trade ‘look and feel’ for Budweiser with a remarkable design that would inspire the rest of the suite. The team was asked to communicate ‘Budweiser and only Budweiser’ and to continue to build the bow tie as a strong brand equity. Diageo Ireland was keen to attract new users to the brand but not to alienate current loyalists.

  • Client: Budweiser
  • Year: 2014
  • Location: Global
  • Categories: 2D, 3D, Brand Identity, Innovation, Animation, Production, Design for Manufacture

We worked tirelessly to deliver a modern and fresh take on the American Icon. Budweiser has so much heritage and wonderful character that it's hard to get consumers to re-evaluate it with fresh eyes.

The new point of sale material was launched on June 6th 2014 in time for the start of the World Cup in Brazil. Budweiser also launched their ‘Rise As One’ campaign for the 2014 FIFA World Cup in a push to increase recognition as an international brand. The FIFA World Cup is the world’s largest sporting event, the final game being the single most viewed sporting event on earth.

The Budweiser fount embodies the brand’s values as a beacon in bar, however in Ireland it’s the tap marker that is present in more bar environments. The tap marker has to do all the job of the fount, but is smaller and sits amongst much more competition.


Our brief to JDO was to modernise Budweiser at the bar & make it relevant again to consumers by finding a way to iconise the Budweiser bow-tie. We also asked them to break all the normal rules to deliver this project in record time. The guys grasped the challenge with both hands not only producing a superb design that researched incredibly but also working hand in glove with our technical teams & suppliers to ensure the project was delivered on time & to a very high standard throughout. My thanks to the team at JDO for delivering a true step change for the Budweiser brand, which is now loved by our consumers & customers & works brilliantly on bar
Colin Donnelly, senior brand manager, Diageo

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