Michelob Ultra

Purposeful Premium

My Role – Design, Packaging Designer

In a time of constant connectivity, too much choice and an overwhelming amount of information, people increasingly turn towards purposeful simplification to enhance their well-being. Michelob Ultra needed help simplifying, in order to stand out in a crowded category. Our design team shifted Michelob Ultra from a traditional lighter beer into an active lifestyle brand – modernizing existing brand assets (including logos and packaging) and strengthening their strategic direction. Our goal was to create a lasting, emotional connection between living fit and living fun. 

Design Director – Adam Skalecki