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Daniel Souza
Regys Lima, João Augusto Zanin e Victor deBone
Thaiz Crepaldi e Jessica Moura
Luiza Magalhães, Marcelo Cândido e Natália Silveira
AB InBev
Michelob Ultra Global Visual Brand Identity
A brand that blends lightness and great taste with an active lifestyle. It’s here to redefine the conventions of wellbeing around the world, showing that you don’t have to choose between sports and social life – you can Enjoy it all.
With over 20 years of history in the American market, an active lifestyle is part of Michelob Ultra’s DNA. However, on a global scale, the brand was still relatively unknown. The challenge was to create a global language that reflected its positioning while ensuring elasticity, consistency, and, of course, impact.
Our work began with an in-depth dive into the essence of Michelob Ultra. We immersed ourselves in the brand’s existing materials, analyzed competitors, and developed Creative Principles that guided the entire creation process. These principles allowed us to expand the brand’s language with elasticity and consistency, connecting the product to impactful global movements
FROM: TRADITIONAL COMMUNICATION
We redefined Michelob Ultra as a lifestyle brand. We simplified the ribbon to amplify its iconicity. In photography, we created authentic scenes where active meets social. Natural sports movements were captured from unusual angles, sparking curiosity. We embraced the philosophy of “less is more”, bringing the product’s own lightness into the layout.
A sophisticated, dynamic, and contemporary language – but above all, iconic. Ready to make Michelob Ultra a true lifestyle icon.
To bring Michelob Ultra’s lifestyle to life, we developed a Brand Move that takes the brand’s key assets beyond the label. We designed a premium line of products, apparel, and accessories that bring the brand’s language into people’s everyday lives.
With a merchandising manual that inspires and standardizes the application of the brand language, we elevated the perception of quality and authenticity. The result is a sensory and engaging experience that accompanies the audience in both social and active moments.
Boldness is about taking risks and overturning the order. That’s what Carnival is about.
At Carnival all things are on the move, and so is the brand.
This brand has both choreography and ginga.
10 million people impacted during carnival in Rio.
7.840 people interviewed during the process.
1 billion dollars in economic movement.
To ensure that the Rio Carnaval brand was as alive and organic as Rio de Janeiro itself, we developed—in partnership with André Burnier and Plau—a creative coding tool that allows interaction with the brand through the movement of its ribbons, their thickness, motion, rhythm, and colors, all in a fully customizable way. A pulsating brand with personality and behavior, representing the creative force of all Samba Schools.
As the official sponsor of Copa América, Michelob Ultra seized the opportunity to celebrate the spirit of sports in grand style.
A historic moment deserved an equally memorable design. Inspired by the most iconic trophies in history, we created a trophy that elevates Michelob Ultra’s ribbon to a new level. With a fluid and dynamic design, it symbolizes energy, movement, and sophistication, crafted with lightweight and premium materials to capture the brand’s essence.
More than an award, the trophy celebrates skill, performance, and sportsmanship – becoming an icon that merges form and function to create lasting value for Michelob Ultra.
MEDIA POINTS
Distributed across
4 regions of Rio and 3 cities
in Baixada Fluminense.
CAMPAING INSERTIONS
4,433,436 ad insertions broadcasted
WEEKLY IMPACTS
60 million people reached across different channels.
