BRAND & APP DESIGN
Brief
A rebrand and relaunch of Anheuser-Busch loyalty app.
Tap It had been launched to little success as an app offering discounts to consumers of their various beer brands.
There was a desire to redevelop the app to also incorporate venue recommendations and functionality for user to organise and share nights out.
We were asked to give the brand a fun, distinctive and disruptive brand and design to appeal to a broad audience of beer fans initially in Latin America.
Solution
At the heart of the design are 2 key elements: The first is what we describe as “a pilgrimage of bubbles”, representing the foam in beer and the movement of one place to another in search of the perfect night out. The bubbles live throughout the design from the logo itself to animation and photographic framing. The second key is influenced by Anheuser Busch’s many famous beer brands, the individual colour palettes of which come together to from the overall palette for Tap It.
The overall effect is a fresh and fun brand identity which has the love of beer flowing right through it.