BUD beer’s personalized design
Project: Development of a label for the limited range of beer for the World Football Cup winner
The project’s purpose
The summer of 2018 was significant for football fans in Russia: our country hosted the FIFA World Cup, a thrilling event, charged with powerful energy of fervor and victory. We are happy that we did not stay away from this festival of football. We were tasked to develop a limited-edition Bud beer design.
What has been done
A special promo was devised for the ending of the World Cup tournament — the launch of a unique series of personalized bottles of beer, which were to become a compliment to the players who won the championship. After all, when all the games are over, as well as the final match, and the long-desired FIFA Cup has been won, it’s time to accept congratulations, share the joy with teammates — and drink cold non-alcoholic beer. The bottles were delivered to the winners’ locker room right after the final whistle. The special moment was emphasized by the unusual design of the bottles, as it was a personal one for each player.
The label design was developed in collaboration with Jones Knowles Ritchie global agency. It was necessary to accentuate the uniqueness of the range, while maintaining the brand’s recognizable design code. The names of the players were applied on glass by direct printing. We, like fans and experts, were faced with the unpredictability of the World Cup games, as well as the incessant changing of favorite teams: so, it was impossible to predict which names should be put onto the labels until the very final game.
Our efficiency in making the personal gifts and personal congratulations was highly appreciated: some players even thanked the brand for its kind treatment in social networks.