The Budweiser Bowtie Can with Crown Tab is the latest in packaging innovation and the striking design commands attention at Point of Purchase. The design refreshes the classic American brand by creating a can that appeals to consumers visually, functionally and emotionally. The bowtie-shaped aluminum can mirrors the brand’s iconic logo while providing an improved grip compared to a traditional can. The striking red tab with a die-cut crown is a distinctive feature that reinforces the brand’s positioning. The result is an industry innovation that fosters camaraderie among young consumers and traditional, loyal drinkers alike.

Seeking to bring innovative packaging to a classic American brand, our client needed a primary package that would give their signature product something unique and distinct from anything else in the marketplace. The immediate goal of this project was to research and develop designs that made the beer can more appealing to consumers - visually, functionally and emotionally. The global goal was to introduce a new generation of consumers to the brand. Building on the client insight that people who try the brand like it, we wanted to increase trial of the brand to drive market gains. We sought to build on the beer brand’s inherent traits such as its approachability, ability to bring people together and foster camaraderie. We needed to develop a design that brought in young consumers who had never tried the brand, but didn't alienate the brand's traditional and loyal drinker.

Package design is the most frequent and important impression a brand has with its customers. It defines what the brand stands for – a statement of quality, level of respect for the customer, and understanding of what the customers really need.

Innovative packaging design & graphics can only be developed when understanding all friction points experienced by the consumer, human factor issues related to usability, and how to innovate within the typically tight constraints imposed by materials & manufacturing processes. These insights can define unique and ownable brand experiences that create strategic advantage with innovative package designs that clearly establish the brand as the undeniable industry leader.

Ergonomics is about combining the science of the human body with design to create products that look great, perform flawlessly, and fit perfectly. It’s about fitting the users’ physical, cognitive, and emotional needs. Exceptional ergonomics creates an experience that is not only novel, but creates a seamless extension of your body.

Due to our extensive collaborative history with the client, we had an innate knowledge of their packaging system and the importance of their brand messaging.

Using our expertise in Research, Ergonomics and Design, we worked with our client and consumers to develop an iconic new can that leverages and enhances the brand's heritage, looks great and is a delight to hold in the hand. Over the course of the project, we balanced concept generation with multiple rounds of consumer research to ensure the final design exuded the brand's personality, spoke to beer tradition and added genuine value to the consumer. The bowtie-shaped aluminum can mirrors the brand's iconic logo while providing an improved grip compared to a traditional can. It targets the 'drinking with friends' occasion and the form has been proven to be appealing to young adults. The bowtie can also features a striking red tab with a die-cut crown to reinforces the brand's positioning as the King of Beers.

The world's most iconic beer brand deserves the world's most unique and innovative can. The bowtie-shaped can mimics the traditional, iconic logo, sparking interest among a new generation of consumers due to the innovative design, yet creating nostalgia with traditional and loyal drinkers. This innovative bowtie-shaped can was designed to encompass inherent traits of the beer brand: approachability, ability to bring people together and foster camaraderie.