The nearly 70-year-old brand worked with design firm Jones Knowles Ritchie
(JKR) as well as BBDO and Arc Worldwide on the new positioning.
DataBeers London has been going on for three years, with quarterly events exceeding 300 people and has been hosted by Facebook, British Library, Dataiku, City University, Jones Knowles Ritchie
, IBM, Zopa and Twitter previously.
The London design firm Jones Knowles Ritchie
helped A-B InBev develop the new can graphics.
"R's reached iconic status because it is the category," observed Tosh Hall, global executive creative director of New York design shop Jones Knowles Ritchie
. "It's durable, reusable and recyclable.
The entirety of the beer behemoth's visual identity--packaging, logo, typography and more--recently got a face-lift from design firm Jones Knowles Ritchie, which has been tinkering with it since December 2013 and gave Adweek an exclusive look.
Enter Jones Knowles Ritchie. A team of nearly 30 was tasked with creating a look and feel that would accurately represent not only the work that goes into the beer's brewing process but also could visually convey the brand's 140-year legacy.