Michelob Masterbrand VIS
@ Tatil Design de Ideias
Michelob Ultra isn’t just a beer—it’s a mindset. A brand that embraces balance, where well-being and social life go hand in hand. As it continues expanding globally, the challenge was to refine its visual identity in a way that stayed true to its core while opening the door to a broader lifestyle narrative.
The evolution focused on amplifying Michelob Ultra’s most distinctive asset: the ribbon. Rather than reinventing it, the goal was to elevate it—transforming it into a confident, instantly recognizable signature that embodies the brand’s premium yet approachable character.
This vision came to life through a fresh photographic direction, capturing real, unfiltered moments where movement and celebration naturally intersect. The imagery blends the energy of an active lifestyle with the effortless cool of social gatherings—always light, dynamic, and genuine. Every detail was designed to resonate with those seeking both wellness and indulgence, proving that balance isn’t about sacrifice; it’s about enjoying it all.
More than just a visual refresh, this evolution gave Michelob Ultra a stronger, more unified presence across markets. It now confidently owns a space where beer and well-being coexist—where staying active, connecting with friends, and savoring the moment are all part of the same experience.
The evolution focused on amplifying Michelob Ultra’s most distinctive asset: the ribbon. Rather than reinventing it, the goal was to elevate it—transforming it into a confident, instantly recognizable signature that embodies the brand’s premium yet approachable character.
This vision came to life through a fresh photographic direction, capturing real, unfiltered moments where movement and celebration naturally intersect. The imagery blends the energy of an active lifestyle with the effortless cool of social gatherings—always light, dynamic, and genuine. Every detail was designed to resonate with those seeking both wellness and indulgence, proving that balance isn’t about sacrifice; it’s about enjoying it all.
More than just a visual refresh, this evolution gave Michelob Ultra a stronger, more unified presence across markets. It now confidently owns a space where beer and well-being coexist—where staying active, connecting with friends, and savoring the moment are all part of the same experience.
++ TATIL DESIGN DE IDEIAS
Creative Director
Daniel Souza
Creative Team
João Augusto Zanin, Regys Lima, and Victor deBone
Copywriting
Gustavo Feyer
Account Management
Jessica Moura and Thaiz Crepaldi
Creative Director
Daniel Souza
Creative Team
João Augusto Zanin, Regys Lima, and Victor deBone
Copywriting
Gustavo Feyer
Account Management
Jessica Moura and Thaiz Crepaldi
Daniel Souza © 2025.
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