ou might have heard the term “Busch Latte” before. This is the term that Busch drinkers use when consuming a Busch Light before noon or when they are “day drinking.” Busch actually listened to their audience and announced that they would be coming out with a special “Busch Latte” beer in the Fall of 2019. Unfortunately, Busch failed to impress. Instead of creating a new coffee flavored beer, they simply canned their regular Busch Light beer and changed the word “Light” to “Latte” on the packaging. Busch drinkers were disappointed. What started out as a great idea that came from listening to their customers, turned in to negative PR. This campaign had potential, but was not properly executed. The plan was the re-create the Busch Latte campaign and do it the “right way.” For this campaign, I introduced a new type of Busch beer. The plan was the continue using the coined “Busch Latte” as the name, except this time instead of using Busch Light in the cans, it would actually be a fall/winter-themed Coffee Stout. This is not only be a great way to give the original audience what they want, but also reaches out to the new target audience. The Busch logo was modernized and simplified to remain competitive with other modern beer brands. This new beer would be more competitive with craft beers that you get at breweries, while maintaining the cheap and original Busch Beer, Busch Light, Busch NA, and Busch Ice that the current audience has grown to love.

1. Carli Bruckmueller // Graphic Design II // Bad Brand Re-Brand // December 10, 2019 // Page 1
BAD BRAND
RE-BRAND

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BAD BRAND
NUMBER ONE

3. Carli Bruckmueller // Graphic Design II // Bad Brand Re-Brand // December 10, 2019 // Page 3
SPIRIT AIRLINES
-Business model is to take travel back to the basics with no
extra frills
-Spirit Airlines launches “bare fare” campaign. ... The
campaign includes new slogans such as the “bare fare,”
which means there are no free drinks or bags, including
carry-ons; and “frill control,” which lets customers choose
which options they will pay for.
-Lowest customer satisfaction score at 61/100 (industry
average is 75)
-44.4% of people that completed the survery also reached
out to report bad experiences
-Recent re-brand in 2014. It is ugly.

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“GOOD” AIR-
LINE BRANDING

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9. Carli Bruckmueller // Graphic Design II // Bad Brand Re-Brand // December 10, 2019 // Page 9
DELTA AIRLINES
-Red, white, & blue color palette, patriotic
-Professional & clean looking Sans-serif font
-”Keep climbing”
-Delta has strong core values of honesty, integrity, respect,
perseverance, and servant leadership.
-Branded by Lippincot

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11. Carli Bruckmueller // Graphic Design II // Bad Brand Re-Brand // December 10, 2019 // Page 11
SOUTHWEST AIRLINES
-Sophisticated primary colors
-Professional & clean looking Sans-serif font
-Branded by Lippincot
-Bright and dynamic
-Dedication to the highest quality of Custom-
er Service delivered with a sense of warmth,
friendliness, individual pride, and Company
Spirit.

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HAWAIIAN AIRLINES
-Cohesive
-Personalized, clean looking Sans-serif font
-Branded by Lippincot
-Bright and dynamic
-Colors that aren’t normally used in branding,
analogous
-To grow a profitable airline with a passion for
excellence, our customers, our people, and the
spirit of Hawaii.

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BAD BRAND
NUMBER TWO

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CITY OF CANNON FALLS
-Branding is almost nonexistent
-Very outdated
-Ugly

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“GOOD” CITY
BRANDING

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CITY OF EAGAN
-Allan Peters re-brand in 2018
-Clean lines
-Sans-serif font
-Keeps tree from old logo, but modernizes
-Circles

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CITY OF SHOREVIEW
-Allan Peters re-brand in 2019
-Clean lines
-Sans-serif font
-Keeps trees from old logo, but modernizes
-Circles

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CITY OF MINNEAPOLIS
-Rebrand in 2015
-Updated, modern
-Sans-serif font
-Keeps sailboats from old logo, but modernizes
-Circles

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BAD BRAND
NUMBER THREE

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BUSCH LIGHT
-Outdated
-Breweries and craft beer is taking the stage
-Bud Light & Coors Light are typically chosen
over Busch Light (except in WI)
-Too complex of a logo
-Website typography is trying to be modern

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“GOOD” BEER
BRANDING

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BUD LIGHT
-Monochromatic
-Mix of vintage look & modern look
-Clearly stated brand name
-Strong, modern Sans-Serif font

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COORS LIGHT
-Red and grey color palette, with pops of blue
-Clearly stated brand name
-Script font paired with strong, modern Sans-Serif font

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INDEED BREWING
-Illustrative & interesting
-Mix of vintage look & modern look
-Clearly stated brand name
-Limited color palette, use of compliments

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BUSCH CORE
MARKETING
PROBELMS

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REVIEWS

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Busch Light is made to be a cheap alternative when you are running tight on cash. With
the rise in popularity of breweries and craft beer, Busch Light is becoming more and
more of a backup option for beer drinkers. When choosing cheaper beers, people tend
to gravitate towards Bud Light, Coors Light, Budweiser, etc. due to their branding. These
are also the first brands that comes to mind when picking a beer. The only places you
might hear someone pick Busch Light over a Bud or Coors is in Wisconsin and Iowa.
Busch’s main core marketing problems are a combination of a connecting problem and
a competition problem. Busch is struggling at connecting with new trends and is also
having troubles keeping up with the competition which are always finding ways to get in-
volved and give what their audience wants. Overall, Busch seems to put priority on being
a cheap option rather than a quality option.
Currently, one of Busch’s successes is their website. It looks clean and contemporary.
When comparing to the Bud Light and Coors Light websites, it is really similar and well
done. A known nickname for Busch Light is “Busch Latte.” For Fall 2019, Busch made
a limited edition can with the title “Busch Latte” which was sold in midwest states. The
can contained normal Busch Light beer. Beer drinkers were upset that all they did was
change the name and used the same old beer.
Another success that Busch has it their packaging during the hunting season. They have
special cans each year that are sold which feature blaze orange, camo, and deer on
them. These are popular among their current audience and help people make the associ-
ation between going hunting and drinking Busch beer.

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BEST BRAND
MARKETING

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BUD LIGHT - Rebrand keeps in mind both tradtitional beer drinkers and millenial beer drinkers.
They target both groups with branding techniques. This is a beer for everyone. They really get
involved with and connect with their audience. They are always being innovative and trying new
things. Bud Light is inclusive.
Introducing Bud Light Lime & Bud Light Orange
Area 51 rebrand joke
“Discover the world’s favorite light beer”
“Raise one to right now”
“Dilly, dilly”
Offical NFL sponsor
Commemorative Pride branding - June 2019
Whatever, USA

37. Carli Bruckmueller // Graphic Design II // Bad Brand Re-Brand // December 10, 2019 // Page 37
COORS LIGHT - Coors Light uses a lot of slogans in their marketing.
This is their method of connecting with their audience and staying
relevant.
The Silver Bullet
“Climb on”
“It’s as cold as the Rockies”
“Don’t drink it ‘til the mountains are blue”
“Whatever your mountain”
“Made to chill” campaign - targeting millennials and Gen-Z
Official Beer of Being Done Wearing a Bra
Official Beer of Drinking in the Shower
“Nothing’s more chill than shower beer”
After negative Bud Light superbowl commercial - Coors tap will dis-
pense free beer everytime Bud Light runs a negative ad.
“Fueled by Bud Light negativity”

38. Carli Bruckmueller // Graphic Design II // Bad Brand Re-Brand // December 10, 2019 // Page 38
INDEED BREWING CO - Indeed primarily brands through their pack-
aging. They uses the designs to connect with their audience. They are
very community-oriented and want to make a positive impact on their
drinkers.
Charitable Wednesdays - donates 100% of net profit to an employ-
ee-sponsored local nonprofit every Wednesday of the year.
Indeed believes innovation isn’t just one thing—it’s a culture created
around good people, good beers, and good experiences. Join them in
the pursuit of what’s good.
“Indeed we can”
“We are thirsty creatures indeed”
Indeed makes it a priority to get involved in the community and show
support for the things that matter in the community. Their breweries are
known for a warm and inviting atmosphere. People matter at Indeed.

39. Carli Bruckmueller // Graphic Design II // Bad Brand Re-Brand // December 10, 2019 // Page 39
-It is important to connect with your audience.
-It helps to listen to your audience and try to give them what they
want.
-Supporting issues that your audience cares about helps.
-Keep up with the times and stay relevant. If there is a big movement
of some sort, get involved. Either follow trends or break trends dra-
matically with branding.
-Be inclusive. Your brand is for everyone.
WHAT CAN WE LEARN
FROM THESE BRANDS?

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BRAINSTORMING

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BUSCH’S
AUDIENCE

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45. Carli Bruckmueller // Graphic Design II // Bad Brand Re-Brand // December 10, 2019 // Page 45
CURRENT
- The huntin’ & fishin’ gun-totin’ country-livin’ individual aka Rednecks
- Someone looking for a cheap and easy beer
- Midwest states - Iowa, Wisconsin, Nebraska, Minnesota
- College age (we have loans) and old timers who don’t like change
(pick one beer and stick with it)
- Primarily male
- 21+
NEW DIRECTION
- ”Hipster,” brewery-loving individuals
- The new beer connoisseurs (people that are becoming picky about
their beer choices due to the rise in breweries)
- Between ages 20-40
- Both male and female
- A little bit more classy feel, still maintain cheaper price
Ideally, the new direction will focus more on including the crowd that
hasn’t been previously included in Busch’s business model (women and
beer snobs). The new model would also rely on keeping their typical
audience as well, but this would be more on the back burner. I will
explain this further in my direction statement.

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DIRECTION
STATEMENT

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There are four types of Busch Light that are currently available.

48. Carli Bruckmueller // Graphic Design II // Bad Brand Re-Brand // December 10, 2019 // Page 48
There are four types of Busch Light that are currently available.

49. Carli Bruckmueller // Graphic Design II // Bad Brand Re-Brand // December 10, 2019 // Page 49
There are four types of Busch Light that are currently available.
Busch Beer Busch Light Busch Ice Busch NA
4.3 % ABV 4.1 % ABV 5.9 % ABV 0.4 % ABV
114 calories 95 calories 136 calories 60 calories
0.9 g protein 0.7 g protein=x 1.0 g protein 0.6 g protein
6.9 g carbs 3.2 g carbs 4.2 g carbs 12.9 g carbs
Busch Beer is made with the Busch Light is brewed longer Busch Ice, introduced in 1995, Busch NA is fully brewed
finest ingredients, including to create a lighter body and undergoes an exclusive ice- with a blend of premium
a blend of premium hops, fewer calories while always brewing process, which takes American hops, fine
exceptional barley malt, fine delivering that classic taste. the beer to a temperature barley malt, cereal grains,
grains and crisp water. This below freezing. The ice crystals and pure water. Once ferm-
recipe delivers a refreshingly are then removed giving the ented and matured the
smooth taste & easy finish. beer its sweet, smooth finish alcohol is removed through
and higher alcohol content. a low-temperature process
to retain a rich flavor and
quality.

50. Carli Bruckmueller // Graphic Design II // Bad Brand Re-Brand // December 10, 2019 // Page 50
To become competitive with Bud Light, Coors Light, Budweiser, and breweries, it’s time for
SOMETHING NEW!

51. Carli Bruckmueller // Graphic Design II // Bad Brand Re-Brand // December 10, 2019 // Page 51
“Typically refered too by midwesterners. Busch Light is to be consumed any time after noon,
while Busch Lattès are consumed in the morning. Typically drank by midwesterners during
“day drinking” hours where drinking normal Busch Lights are unnaceptable.”
URBAN DICTIONARY
BUSCH LATTE

52. Carli Bruckmueller // Graphic Design II // Bad Brand Re-Brand // December 10, 2019 // Page 52
You might have heard the term “Busch Latte” before. This is the term that Busch
drinkers use when consuming a Busch Light before noon/when they are “day drink-
ing.” Busch actually listened to their audience and announced that they would be
coming out with a special “Busch Latte” beer in the Fall of 2019. Unfortunately,
Busch failed to impress. Instead of creating a new coffee flavored beer, they simply
canned their regular Busch Light beer and changed the word “Light” to “Latte” on
the packaging. Busch drinkers were disappointed. What started out as a great idea
that came from listening to their customers, turned in to negative PR.
This campaign had potential, but was not properly executed.

53. Carli Bruckmueller // Graphic Design II // Bad Brand Re-Brand // December 10, 2019 // Page 53
I am going to create a Busch Latte campaign that is done the right way. For this
campaign, I will introduce a new type of Busch beer. The plan is the continue us-
ing the coined “Busch Latte” as the name, except this time instead of using Busch
Light in the cans, it will actually be a fall/winter-themed Coffee Stout. This would
not only be a great way to give the original audience what they want, but will also
reach out to the new target audience.
This new beer would be more competitive with craft beers that you get at brewer-
ies, while maintaining the cheap and original Busch Beer, Busch Light, Busch NA,
and Busch Ice that certian people have grown to love.

54. Carli Bruckmueller // Graphic Design II // Bad Brand Re-Brand // December 10, 2019 // Page 54
IMAGINE AN ALTERNATE UNIVERSE IN
WHICH THE BUSCH LATTE CAMPAIGN
WAS MORE THAN JUST ADDING THE
WORD “LATTE” IN PLACE OF “LIGHT”
ON A REGULAR CAN OF BUSCH LIGHT.

55. Carli Bruckmueller // Graphic Design II // Bad Brand Re-Brand // December 10, 2019 // Page 55
IMAGINE AN ALTERNATE UNIVERSE IN
WHICH THE BUSCH LATTE CAMPAIGN
WAS MORE THAN JUST ADDING THE
WORD “LATTE” IN PLACE OF “LIGHT”
ON A REGULAR CAN OF BUSCH LIGHT.
IMAGINE A WORLD IN WHICH BUSCH
LATTE WAS DONE RIGHT.

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BRAINSTORMING
ROUND TWO

57. Carli Bruckmueller // Graphic Design II // Bad Brand Re-Brand // December 10, 2019 // Page 57

58. Carli Bruckmueller // Graphic Design II // Bad Brand Re-Brand // December 10, 2019 // Page 58
CORE MESSAGES

59. Carli Bruckmueller // Graphic Design II // Bad Brand Re-Brand // December 10, 2019 // Page 59
THIS TIME, IT’S MORE THAN JUST A TEASE.
BUSCH LATTE: FOR REAL THIS TIME.
THE GOOD BUSCH BEER THAT NEVER WAS.
YOUR NEW FAVORITE COFFEE STOUT.
BREWERY, WHO?
THE TASTE OF A BREWERY IN THE COMFORT
OF YOUR OWN HOME
BUSCH LATTE. ‘CUZ IT’S FALL, Y’ALL.
WHO NEEDS PUMKIN SPICE WHEN YOU
HAVE BUSCH LATTE?
NO LONGER FAKE NEWS.
FALL IN LOVE WITH A NEW BEER.

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INSPIRATION

61. Carli Bruckmueller // Graphic Design II // Bad Brand Re-Brand // December 10, 2019 // Page 61

62. Carli Bruckmueller // Graphic Design II // Bad Brand Re-Brand // December 10, 2019 // Page 62
The rise in craft brewing has
spurred a beer aisle design renaissance.
This level of beer-aisle deliberation is a relatively new phenomenon. Choosing beer
used to be easy. There were the old standbys—the Budweisers, the Millers, and the
occasional import like Heineken—all with classic labels that made you want to use
the word “brewsky.” Today, choosing a beer can require a full-on aesthetic assess-
ment.
Beer magazine Caña recently wrote that
“beer cans are officially the new record sleeve,”
and it’s right. While Big Beer is all about brand recognition and consistency, craft brew-
eries have embraced a more experimental approach, distinguishing themselves with
labels designed to catch the eye when you’re scanning the cooler.
“A large percentage of beer lovers walk into a store and don’t know what they’re going
to buy,” says Julia Herz, the Craft Beer program director at the Brewers Association,
the national organization for craft breweries. “The pressure at retail is to stand out and
get noticed.” A good label is a calling card. It’s a chance for breweries to convince you
to choose their beer and not the one next to it.
AIGA Eye on Design // Why Does Every Beer Look So Cool Now?

63. Carli Bruckmueller // Graphic Design II // Bad Brand Re-Brand // December 10, 2019 // Page 63
2019
PACKAGING
TRENDS

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METALLIC
ELEMENTS

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68. Carli Bruckmueller // Graphic Design II // Bad Brand Re-Brand // December 10, 2019 // Page 68
PATTERNS

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TREND
TAKEAWAYS

71. Carli Bruckmueller // Graphic Design II // Bad Brand Re-Brand // December 10, 2019 // Page 71
-I’m a fan of the black on black aesthetic.
It is popular on Instagram right now.
-Sans serif typefaces are taking over.
-I tried metallic in my Salem Green
rebrand, but it didn’t fit the feel of the
brand. Metallic fits for a dark beer.
-Patterns with the contrast of simple, sans
serif typefaces are in.

72. Carli Bruckmueller // Graphic Design II // Bad Brand Re-Brand // December 10, 2019 // Page 72
COLOR
PALETTE

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PACKAGING
SKETCHES

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GOALS FOR NEXT WEEK (11/12)
-Decide on which types of media ads to use
-Sketches of ads
-Tutorials on designing black on black
-First draft of packaging
-Decide which core messages are the stron-
gest

77. Carli Bruckmueller // Graphic Design II // Bad Brand Re-Brand // December 10, 2019 // Page 77
MEDIA TYPES

78. Carli Bruckmueller // Graphic Design II // Bad Brand Re-Brand // December 10, 2019 // Page 78
BILLBOARD
FACEBOOK AD
MAGAZINE AD

79. Carli Bruckmueller // Graphic Design II // Bad Brand Re-Brand // December 10, 2019 // Page 79
FINAL CORE
MESSAGES

80. Carli Bruckmueller // Graphic Design II // Bad Brand Re-Brand // December 10, 2019 // Page 80
FOR REAL THIS TIME.
‘CUZ IT’S FALL, Y’ALL.
WHO NEEDS PUMKIN SPICE
WHEN YOU HAVE BUSCH LATTE?

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AD INSPIRATION

82. Carli Bruckmueller // Graphic Design II // Bad Brand Re-Brand // December 10, 2019 // Page 82

83. Carli Bruckmueller // Graphic Design II // Bad Brand Re-Brand // December 10, 2019 // Page 83
AD SKETCHES

84. BILLBOARD
MAGAZINE
FACEBOOK

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PACKAGING
ROUND ONE

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OLD UPDATED

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1 2 3

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GOALS FOR NEXT WEEK (11/19)
-V3 of packaging done
-Figure out correct use of metallic gold and
replace the placeholder gold
*Nevermind, everyone likes the current gold
-V1 of all 3 types of ads
-Whatever else Brad assigns

92. Carli Bruckmueller // Graphic Design II // Bad Brand Re-Brand // December 10, 2019 // Page 92
PACKAGING
ROUND THREE

93. Carli Bruckmueller // Graphic Design II // Bad Brand Re-Brand // December 10, 2019 // Page 93
1 2 3 4

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1 2 3 4

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BILLBOARD AD
ROUND ONE

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FACEBOOK AD
ROUND ONE

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MAGAZINE AD
ROUND ONE

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1 2

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GOALS FOR NEXT WEEK (11/26)
-Finalize packaging
-Figure out to to make the can rims gold
-V2 of ads
-Whatever else Brad assigns

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PACKAGING
ROUND FOUR

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BILLBOARD AD
ROUND TWO

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FACEBOOK AD
ROUND TWO

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MAGAZINE AD
ROUND TWO

116. Carli Bruckmueller // Graphic Design II // Bad Brand Re-Brand // December 10, 2019 // Page 116
Nothing has
changed.

117. Carli Bruckmueller // Graphic Design II // Bad Brand Re-Brand // December 10, 2019 // Page 117
GOALS FOR NEXT WEEK (12/3)
-Kick your a** in gear women
-Finish Ads
-Whatever else Brad assigns

118. Carli Bruckmueller // Graphic Design II // Bad Brand Re-Brand // December 10, 2019 // Page 118
MAGAZINE AD
ROUND TWO

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FINAL
PACKAGING

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FINAL
BILLBOARD AD

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FINAL
FACEBOOK AD

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FINAL
MAGAZINE AD

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FINAL

137. BUSCH LATTE CAMPAIGN
You might have heard the term “Busch Latte” before. This is the term that Busch drinkers use
when consuming a Busch Light before noon or when they are “day drinking.” Busch actually
listened to their audience and announced that they would be coming out with a special “Busch
Latte” beer in the Fall of 2019. Unfortunately, Busch failed to impress. Instead of creating a new
coffee flavored beer, they simply canned their regular Busch Light beer and changed the word
“Light” to “Latte” on the packaging. Busch drinkers were disappointed. What started out as a
great idea that came from listening to their customers, turned in to negative PR.
This campaign had potential, but was not properly executed.
The plan was the re-create the Busch Latte campaign and do it the “right way.” For this campaign,
I introduced a new type of Busch beer. The plan was the continue using the coined “Busch
Latte” as the name, except this time instead of using Busch Light in the cans, it would actually
be a fall/winter-themed Coffee Stout. This is not only be a great way to give the original
audience what they want, but also reaches out to the new target audience. The Busch logo was
modernized and simplified to remain competitive with other modern beer brands.
This new beer would be more competitive with craft beers that you get at breweries, while
maintaining the cheap and original Busch Beer, Busch Light, Busch NA, and Busch Ice that the
current audience has grown to love.
CORE MESSAGES
- For real this time.
- It’s Fall, y’all!
- Who need a Pumpkin Spice Latte when you can have a Busch Latte?
CURRENT NEW DIRECTION
- The huntin’ & fishin’ gun-totin’ country-livin’ individual aka Rednecks - ”Hipster,” brewery-loving individuals
- Someone looking for a cheap and easy beer - The new beer connoisseurs (people that are becoming picky
- Midwest states - Iowa, Wisconsin, Nebraska, Minnesota about their beer choices due to the rise in breweries)
- College age (we have loans) and old timers who don’t like change (pick one beer and stick with it) - A little bit more classy feel, still maintain cheaper price
- Primarily male - Both male & female
- 21+ - Between ages 20–40
Ideally, the new direction will focus more on including the crowd that hasn’t been previously included in Busch’s business model (women and beer snobs). The new
model would also rely on keeping their typical audience as well, but this would be more on the back burner. I will explain this further in my direction statement.
OLD LOGO UPDATED LOGO

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THANK YOU!