BUD
FLOAT
ABOUT: A brand and food product were randomly selected as the starting point for a new limited-edition product concept. The project included developing the product, designing its packaging, and creating a custom grocery store display to support its launch.
THE GOAL: Research the selected brand, its visual identity, and target audience to develop a product that feels authentic to the brand while introducing something new. The packaging is designed to balance brand recognition with shelf appeal, while the custom store display is to capture attention and encourage customers to engage with the limited-edition product.
BRAND: Budweiser
PRODUCT: Ice Cream
After researching Budweiser’s brand and audience, I developed a custom ice cream designed to pair with a Budweiser beer and create a playful take on the classic beer float. After exploring different product concepts, sketches, and naming ideas, I landed on “Bud Float” a play on Budweiser’s iconic tagline, “This Bud’s for You.”
The packaging features a red bottle-cap-inspired lid as a nod to Budweiser’s iconic beer bottles, along with custom Bud Float iconography and imagery inspired by the classic beer float. These elements work together to connect the product to the Budweiser brand while giving the limited-edition concept its own visual identity.
To capture customers’ attention and highlight the limited-edition product, I designed a bold in-store display featuring a red reach-in cooler with the Bud Float logo prominently placed on the front. The back wall features an oversized Budweiser beer float paired with the brand’s iconic crown, creating a strong visual focal point. The display was designed to work as a standalone installation or as an end-cap feature within a grocery store.
PHYSICAL MODEL
