Hyper-localized merch design everyone wanted
Budweiser and their Metro New York trade marketing team wanted to break through the crowded New York City bar scene in a meaningful way. We created local illustrations grounded in Budweiser's existing brand identity, using a retro-inspired visual direction that felt current, wearable, and collectible. Authentic Brooklyn iconography like the bridge and subway. All without relying on licensed assets.
Local Looks
We created local illustrations grounded in Budweiser's existing brand identity, using a retro-inspired visual direction that felt current, wearable, and collectible. Authentic Brooklyn iconography like the bridge and subway. Long Island nods to the beach and boats. All without relying on licensed assets.
Meaningful Merchandise
Buttery soft t-shirts to proudly take the brand beyond the venue and functional coasters to integrate the brand directly into the bar experience. Together, they created a layered brand presence that stood out effortlessly.
Brand Constraint Navigation
We worked within Budweiser's existing brand system to maintain consistency with their core identity while using bespoke illustration to create in-the-moment freshness.
High-Energy Activation
The merchandise was brought to life through on-premise activations across dozens of Brooklyn locations over several weeks, targeting high-energy environments. This event management system functioned as a giveaway, a functional touchpoint, and a strong visual presence within each space.
Content Capture
To extend the value of the campaign, we found an all-star photographer to capture live activation moments, audience interaction, and the merchandise in context for use across social media and other marketing channels.
What We Accomplished Together
We delivered culturally relevant merchandise and moments that fans could grab, creating brand impressions that lived on beyond the event. By embedding the brand into real environments, we connected Budweiser to culture, place, and audience in a meaningful way.
Translate Budweiser’s iconic brand identity into localized merchandise with an on-premise activation that felt true to NYC—culturally relevant and on-trend.
We created local illustrations grounded in Budweiser's existing brand identity, using a retro-inspired visual direction that felt current, wearable, and collectible. Authentic Brooklyn iconography like the bridge and subway. Long Island nods to the beach and boats. All without relying on licensed assets.
Buttery soft t-shirts to proudly take the brand beyond the venue and functional coasters to integrate the brand directly into the bar experience. Together, they created a layered brand presence that stood out effortlessly.
We worked within Budweiser's existing brand system to maintain consistency with their core identity while using bespoke illustration to create in-the-moment freshness.
