If you’re an NFL fan, this project just might be for you. Jones Knowles Ritchie designed this striking packaging for the NFL’s 2017 special edition Bud Light bottles. The bottles serve as a way for football fans to show off their team spirit while simultaneously enjoying a nice cold one.
“Off the heels of the successful 2016 NFL team cans, we were tasked with continuing to elevate and raise the bar with NFL 2017 packaging. As Bud Light had begun to build brand equity with the NFL team cans and grow their partnership as the Official Beer Sponsor of the NFL, the challenge was to unveil team cans that would unleash the passion in fans across America like never before. For fans hibernating since Super Bowl Fifty, these team cans would be the ultimate symbol of returning to glory. Think of the fans that paint themselves in team colors, chant the loudest, and own more team gear than you can imagine. Those super-fans are the ones we were after, and knew we had to keep raising the bar to keep their attention.”
“The team cans were nothing new. Bud Light had been creating them for years, often an expected part of the yearly Bud Light lineup. Only with the new visual identity launch in 2015 however, was there a new set of tools to unleash the NFL packaging in all its glory. After raising the stakes in 2016, we were ready to lean in to the new and exciting challenge to make this year’s team cans the ultimate badge of fandom.”
