We decided to tell that story to the world by resurrecting the age-old recipe and re-launching the most confident NA beer the world has ever seen: Budweiser Prohibition Brew.

Our task was to launch Prohibition Brew with new packaging and a visual identity system that would leverage the mother brand’s storied history and quality credentials; set it apart from other NA beers within the category; and reverse the social stigma of drinking NA.

The design team built an identity system to separate Prohibition Brew from Budweiser-proper. The black and ivory color palette, photography style and communications approach all ladder back to the idea that only Budweiser has the credibility to brew an NA beer that actually tastes, well, like beer.

Budweiser Prohibition Brew launched in Canada in 2016. The brand saw immediate success. The integrated campaign garnered 1.5MM impressions on social media alone. 69% of those reactions were positive sentiments, clearly making headway towards removing the stigma associated with NA beverages. Through design and a differentiated visual identity, we drove trial and positive consumer reception for this iconic re-launch.