Design Innovation - September 2011

Budweiser Unveils 
New "Bowtie" Design

ST. LOUIS, Mo.—Budweiser revealed a new design, seen in its can and secondary packaging, that will roll out of U.S. breweries and onto the market this summer, before debuting in markets around the world later this year.

The new can design is Budweiser's 12th since Anheuser-Busch began offering its flagship brand in cans in 1936. The focal point of the design is Budweiser's iconic bowtie, complemented by the time-honored Budweiser creed and Anheuser-Busch medallion.

"Budweiser's success is rooted in aspects of the beer that will never change—a crisp, refreshing taste, an unwavering commitment to quality, and the enormous pride we take in each batch," said Rob McCarthy, vice president, Budweiser. "Our refreshed packaging design gives Budweiser an updated look, which dramatizes the iconic Budweiser bowtie and incorporates the brand hallmarks that loyal Budweiser drinkers will recognize and appreciate."

Budweiser's new "bowtie" can and secondary packaging designs will be the global standard as the brand continues to expand internationally.

"This new visual identity is one of many steps in our quest to reinforce Budweiser's role as a true global beer brand. Together with our unifying global creative idea, the new global packaging look and feel will reinforce Budweiser's bond with consumers around the world," said Frank Abenante, vice president, brands, AB InBev.

Using the same design principles as the newly designed can, the redesigned secondary packaging will be used for all package configurations and emphasizes the Budweiser creed, which highlights the beer's unique Beechwood Aging process and 135-year long commitment to quality. The packaging will also feature a Quick Response (QR) code that will better enable Budweiser to regularly communicate with consumers.

Ecologic Brands Wins 
Greener Package Award

OAKLAND, Calif.—The Greener Package Awards, which honor the top innovations in sustainable packaging, has recognized Oakland's Ecologic Brands with its 2011 Environmental Impact Award. According to Greener Package, this year's honors were bestowed exclusively to products that made quantifiable improvements in sustainable packaging that could be substantiated. Ecologic's award was given in the Non FDA-regulated Products category.

Ecologic Brands' new cardboard bottle was first introduced in March 2011 with the launch of Seventh Generation's new Natural 4x Laundry Detergent. The detergent was well-received by consumers, and is now the third best-selling laundry detergent in its category of 150 SKUs.

The bottle's innovation comes from combining a molded-paper outer shell made from 70 percent recycled cardboard boxes and 30 percent recycled newspapers. It has been certified by Soil Control Labs to be compostable per ASTM 6868 standards. Additionally, its thin interior liner uses up to 75 percent less plastic than other rigid plastic containers. The package also offers greater carbon savings because its outer shells are tightly nested and transported flat.

Company Founder and CEO Julie Corbett says, "It took three years to create an entirely new bottle that would make real environmental change. Seventh Generation was the perfect partner to make this bottle a reality. Creating change is always challenging, but this prestigious award affirms that this is the future of packaging." pP