Introduced in 1982, Bud Light is a premium light lager with a superior drinkability that has made it the best-selling and most popular beer in the United States. However over the years, the Bud light brand had become diluted.

We reintroduced Bud Light with an unashamedly bold, confident identity. The design emphasized the attributes that established the brand as the country's most popular beer: premium ingredients, a crisp, clean finish and a smooth drinkability.

After rolling out the identity, we visited the archives in St. Louis to get inspiration to expand the visual identity system. This inspiration drove us to develop a new custom typeface, photography style, brand icon illustrations, and overall guidelines for a new fresh system.

agency .. Jones Knowles Ritchie

design .. Tosh Hall, Danny D'Arcy, Andy Baron, Robert Medkeff, Augustus Cook, Cyrus Blais, Adam Howard, CJ Draper, Izgi Yapici

multimedia .. Justin Sottile

typography .. Ian Brignell, CLUB

photography .. Martin Wonnacott

client management .. Josh Griffin, Zach Anziska

Clio Awards .. Brand Design .. Shortlist .. 2017

Graphis .. NFL Packaging .. Gold Award .. 2018

The One Show .. Rebranding .. Gold Pencil .. 2017

Pentawards .. Brand Identity Program .. Bronze Pentaward .. 2017

Pentawards .. Limited Edition .. Bronze Pentaward .. 2017

PRINT Magazine .. Rebranding .. Regional Design Award .. 2018

Casey’s, home of the famous breakfast pizza, was founded in 1968 in Boone, Iowa, as a gas station and convenience store. By 2020, it was the fourth-largest convenience store and fifth-largest pizza chain in the US with 2,200+ stores and a 16-state footprint. Over its more than 50 years of existence, Casey’s has become more of a cultural icon than a gas station with a cult following in the communities it serves, mostly in small towns and rural areas in the Midwest.

But as the business has evolved, the logo stayed the same, creating a disconnect between the modern in-store, app and online experience and the brand. Our role was to carefully update the brand to bring it in line with the new products and experiences that Casey’s now offers, while retaining its unique heritage.

The resulting brand evolves the barn, elevates the presence of the weathervane, and uses a customized font for cohesion with other visual elements and legibility in all sizes. These three logo components create a brand expression that is connected to the Casey's heritage and that can flex across the customer journey in new and exciting ways, from highway signs to the app.

One of the first applications of the new brand look was packaging for pizza and fountain drinks and a new line of private label products. The design challenge was to develop a packaging system that would adopt to the new Casey's brand look and compete with the leading brands within the product category.

agency .. Interbrand

client .. Megan Elfers, Eric Long

design .. Oliver Maltby, Izgi Yapici, Spencer Seligman, Eddy Lee

implementation .. Jean Campbell

typography .. Jesse Ragan

multimedia .. Fakery

client management .. Anna Young

Art Directors Club .. Branding Systems .. Shortlist .. 2022

Art Directors Club .. Rebranding .. Shortlist .. 2022

Brand Impact Awards .. Bronze Award .. 2021

Brand New .. The Year in Review .. The Best #4 .. 2020

Brand New .. The Year in Review .. Best in Packaging #5 .. 2020

Brand New .. The Year in Review .. Best in Wordmarks #5 .. 2020

Graphis .. Logo .. Gold Award .. 2021

Graphis .. Rebranding .. Silver Award .. 2021

Graphis .. Packaging .. Silver Award .. 2021

Interbrand Iconic Awards .. Packaging .. Winner .. 2021

One Show .. Rebranding .. Shortlist .. 2022

Red Dot Awards .. Brand Design .. Reddot Winner .. 2021

Transform Awards .. Best Brand Consolidation .. Gold Award .. 2021

Transform Awards .. Best Use of Packaging .. Silver Award .. 2021

Transform Awards .. Best Use of Typography .. Bronze Award .. 2021

Transform Awards .. Best Brand Evolution .. Bronze Award .. 2021

Transform Awards .. Best Brand Experience .. Highly Commended .. 2021

The healthcare industry and prescription management process in America is complicated and frustrating. From a lack of transparency in drug prices to unpleasant pharmacy interactions, the process is disorganized and highly inconvenient. Hippo’s goal was to change just that. The team at Hippo wanted to disrupt the sterile space of healthcare technology with a bold & fun identity that launches the brand as the one simple destination to Fill Better.

We created a visual identity system that brings to life what the brand is truly setting out to do — disrupt a complicated industry with honesty and a spirit of playfulness. The custom-crafted logo that cleverly employs serifs to embed a pill, representing the entire brand, forms the foundation of a vibrant system. From the catchy and playful name, to the bright & vibrant color palette married with an approachable sans serif typeface — the identity is bold, confident and full of fun. A witty yet informative tone-of-voice and the bespoke 3D illustrated characters infuse energy and dynamism to allow the brand to stay true to itself and the consumers.

agency .. Jones Knowles Ritchie

design .. Tosh Hall, Robert Medkeff, Cyrus Blais, Jennifer Yung, Catherine Wyatt, CJ Draper, Izgi Yapici

strategy and verbal .. Willie Miesmer

illustration .. Jean-Pierre Le Roux

Clio Awards .. Brand Design .. Silver Winner .. 2018

Communication Arts .. Identity Program Design .. Award of Excellence .. 2018

Graphis .. Branding .. Silver Award .. 2018

Graphis .. Logo .. Merit Award .. 2018

The One Show .. Branding .. Silver Pencil .. 2018

Adobe's mission of changing the world through digital experiences would never be possible without its 22,000+ employees around the globe, who are rallied around it. However, its existing employer brand communications lacked the luster of the Adobe brand and were not cohesive across programs.

Our role was to create a new employer brand expression that reflects the magic of what makes Adobe unique across everything they do. The challenge was aligning it with the new look and feel of Adobe that united its brand experiences across corporate, cloud and product communications, and matched the inspiring, progressive, creative experience of working for Adobe.

The result was a differentiated, fresh and inclusive employer brand with visual expression that aligns with Adobe’s commitment to creativity.

Two core visual elements define the new Adobe employer brand — photography of employees and a multi-colored gradient. Integrating real-life images of Adobe employees* enables us to showcase them at the center of the system, reinforcing the connection between the employees and the brand. And the gradient, multiple colors moving seamlessly from one to the next, visually represents creativity, collaboration and transformation all at the same time. The gradient always begins with red, the core color of the Adobe brand, and incorporates additional colors from Adobe’s secondary color palette. These gradients are fluid and flexible by design — representing the wide range of people and perspectives that distinguish Adobe from others.

*The employee images used on this case study are stock images, not actual Adobe employees.

agency .. Interbrand

client .. AJ Joseph, John Caponi, Michael Jarrott, Heather Combs, Julia Capeloto

design .. Oliver Maltby, Izgi Yapici, Phil Bold, Spencer Seligman, Eddy Lee

verbal .. Blaine McEvoy, Luke Baker

strategy .. Brett Denuo

implementation .. Miguel Rivera, Robert Rosenberg

client management .. Engy Neville

Interbrand Iconic Awards .. Cultural Change and Training .. Winner .. 2021

Interbrand Iconic Awards .. Essential Partner .. Winner .. 2021