The brewing industry is one of the most promising sectors of food production. This area will never lose public interest and will always remain a “living organism” in the market.
In design, designers often see great potential in a well-known, growing brand; its market is promising and in high demand among consumers. Therefore, the company’s key need is to maintain clear communication with the audience, strengthen its position, and increase recognition, and creative agents are pleased to deliver.
AB InBev needed to present the rebranding as an authoritative, significant brand.
Buyers hold a drink and can feel proud to be part of the brand; they are part of a community of drink connoisseurs. When buying a product, they express loyalty and devotion to their choice, supporting the company at a status level. As a social unit, the buyer wants to belong to a community where values and attitudes important to him are upheld.
In the brewing industry, the drink itself helps bring people together; it accompanies parties and all sorts of entertainment, from festivities to cozy nights on the couch with family.
The AB InBev company, under whose auspices leading sub-brands, such as Budweiser, are produced, declares that it wants to keep up with the times, be more relevant and interesting for the community, and therefore updates its design (logo and identity), thereby showing extensive coverage around the world and hinting at increasing influence in consumer countries.
The modernized trademark looks like an abbreviation, but the new typography helps the brand move beyond the stereotypical image of beer. The consistent rollout of the new design suggests that innovation will soon change how the public thinks about beer.
The rebranding’s initiators, the company’s management and partners, considered it the most successful marketing move, using a gold-and-black color scheme and a globe in which the continents are depicted as parts of a spikelet to show global influence. This testifies to the spread of brewing worldwide, and AB InBev’s influence further underscores the drink’s popularity.