BUDXBEATS
Brand identity and art direction for BUDXBEATS, Budweiser's music platform for emerging artists.
BUDXBEATS was created to champion emerging artists while connecting audiences with new local and global music scenes. The identity is built around the idea of Powerful Raw - celebrating the energy, imperfection, and creative disruption that define underground culture before it reaches the mainstream.
Rather than treating Budweiser's iconic bowtie as a standalone brand asset, we deconstructed and integrated it directly into the wordmark. The sliced X cuts through BEATS, creating a distorted logotype that reflects the unconventional spirit of the platform and the new generation of artists reshaping the music landscape.
This visual language extends into a modular graphic system, where the geometry of the bowtie expands into bold diagonal patterns, reinforcing a brand identity that feels raw and dynamic.
BUDXBEATS was created to champion emerging artists while connecting audiences with new local and global music scenes. The identity is built around the idea of Powerful Raw - celebrating the energy, imperfection, and creative disruption that define underground culture before it reaches the mainstream.
Rather than treating Budweiser's iconic bowtie as a standalone brand asset, we deconstructed and integrated it directly into the wordmark. The sliced X cuts through BEATS, creating a distorted logotype that reflects the unconventional spirit of the platform and the new generation of artists reshaping the music landscape.
This visual language extends into a modular graphic system, where the geometry of the bowtie expands into bold diagonal patterns, reinforcing a brand identity that feels raw and dynamic.
Budweiser (ABINBEV)
AGENCY
Virtue Worldwide
Choi Hyojung
PHOTOGRAPHY
Chanhee Kim
2019