Design, Packaging, Point of View

In the new Budweiser can design, the iconic "bowtie" takes the center stage with a dubious role

August 15, 20011. This week Budweiser just presented its new can design with a simpler look that tones down its traditional (and busy) seal and divides the package into clearly defined red and white fields succeeding in making it more contemporary and impactful. The iconic Budweiser "bowtie" takes center stage with the reported goal of encouraging people to order the beer by its full name, instead of just "bud". Although the large "bowtie" works much better now as an instant brand identifier, there are no visual cues that encourage consumers to order the beer by its full name, on the contrary, now the Budweiser name is not as clearly readable in white  over the red "bowtie" as it was before in blue over white. See more images and commentary on the new Budweiser can design in the designboom website and more on the background and evolution of the Budweiser can in its press release page.