Introduced by Anheuser-Busch in 2002, Michelob Ultra entered the beer market with a clear point of difference: a light lager brewed for the health-conscious drinker. With just 95 calories and 2.6 grams of carbs, it was positioned as a smart choice for those who wanted to enjoy beer without compromising their active lifestyle.

As wellness trends became mainstream in the 2010s, the brand began aligning with a broader set of values, including active living, social balance, and aspirational enjoyment. To keep pace with its growing and evolving audience, Ultra needed a fresh identity that could speak to more than just what was in the bottle.

The creative approach was grounded in the idea that consumers do not want extremes; they want balance. They want to run five miles and then meet their friends for a beer. Visually, this meant moving away from traditional beer advertising and embracing a clean, modern, and almost minimal design language.

The new direction centered on Ultra’s cool blue palette, paired with white and silver to signal lightness and sophistication. Motion-led visuals added energy and momentum, capturing a lifestyle grounded in balance, progress, and intentional living. Product photography was refreshed to align with the updated visual language, creating a cohesive and elevated brand presence. This identity extended across all creative touchpoints, including a three-year partnership with Lance Armstrong and official beer sponsorships with the PGA and LPGA, reinforcing Ultra’s position as the beer for those who live fully without compromise.