Anheuser-Busch
BUDWEISER x
NOTORIOUS B.I.G.
In 2021 Budweiser enshrined another hip hop icon, The Notorious B.I.G. onto a limited edition can. With this being the third iteration of these we knew we had to raise the bar. We partnered and worked closely with the estate of The Notorious B.I.G. to create an awesome limited edition can, that captured his legacy and tremendous impact on hip hop.
In addition to the can we created a limited edition capsule of merchandise and put on an exclusive concert with hip hops biggest artist to celebrate his life and legacy.
ART DIRECTION | ILLUSTRATION | PACKAGE DESIGN | MERCH DESIGN | EVENT DESIGN | SOCIAL MEDIA
THE CAN
The can is loaded with lyrics and easter eggs from the life of The Notorious B.I.G. The illustration is stylized to give it a hip hop feel and its is placed in the center of the can large to represent the larger than life presence that the The Notorious B.I.G. had. The sale of these cans were limited to his home town New York City.
THE MERCH
We then designed a limited capsule of merch to help promote the cans. Working with the estate we got our hands on some incredible photography. We were able to use these photos and integrate our iconinc brand elements including the bowtie to the crest. The combination created a awesome capsule that every The Notorious B.I.G. fan would want.
THE CONCERT
We transformed the iconic open air Lena Horn Bandshell in Prospect Park, with custom graphics on stage and around the entire venue. We had a star studded cast of the biggest names in hip hop. Headlined by Busta Rhymes, the Lox and Lil Kim. All of which were heavily influenced by The Notorious B.I.G.
