AB InBev Unveils New Brand Identity

AB InBev took the wraps off its new visual brand identity, intended to connect the No. 8 consumer goods company with its updated growth strategy.

The move comes on the heels of the company’s new purpose statement — “We dream big to create a future with more cheers” — and is meant to pay homage to the brand’s history while also looking forward.

“This simple and modern design better connects with the spirit of optimism, ambition and celebration that comes with our new purpose of dreaming big to create a future with more cheers,” said Richard Oppy, AB InBev global VP, global brands, in a statement.

The design, created by consultancy Prophet, has a new gold color and includes a symbol representing the clinking of glasses at the moment of “cheers.” It also has a refined wordmark intended to modernize its expression and represent its forward momentum.

Announced last month, AB InBev’s new purpose aims to transform the company “from a category leader to leading category growth” by leveraging its footprint to capture, accelerate and expand growth. It also seeks to unlock value from existing assets and expand its market through the digitization and monetization of its customer and consumer ecosystem.

As part of this, will also prioritize financial discipline, resource allocation and its ESG agenda.

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