"We based our design strategy on the principles of the American dream and called it Bold Spirit & Crafted Soul. After immersing ourselves in the Budweiser archives, our team resurfaced wielding inspiration cherry-picked from the packaging's 140-year legacy of iconography. Every typographic element of the iconic packaging, including more than fourteen custom type specimens, was painstakingly redrawn and crafted. To drive global cohesion, we created a custom sans serif font, inspired by the 19th-century American industrial type used on the original Budweiser bottle. The global redesign and its executions reinvigorated Budweiser's sales."