BUD LIGHT CINCO
Seasonal Brand Campaign
Look, ma, I made it! In a bar!
For Bud Light’s Cinco de Mayo program, the goal wasn’t to reinvent the brand but just to let it celebrate a little more.
I built the system directly from Bud Light’s existing palette and assets. The blue stays the anchor, while brighter accents and banner-inspired elements bring in just enough Cinco energy to mark the moment.
It’s familiar, just dressed for the occasion.
What starts as a clean campaign quickly becomes something else once it hits the real world.
Different products, pricing, bar formats, everything shifts depending on where it shows up.
So the system had to be flexible and simple enough to adapt, but structured enough to still feel like Bud Light, no matter how it’s used.
From national assets to in-bar executions, the work holds together across a range of environments - easy to read, quick to recognize, and built to work in motion, in context, and sometimes a little off-center behind a bar.
A seasonal system that shows up, does its job, and still feels like the brand.
Created while at We Are Alexander
