Challenge of a strict cost limit as well as tight schedule.

AB InBev business strategy was making profit through BIB selling and they wished BIB dispenser will become outstanding tool for it. They don’t want make BIB dispenser as stand alone appliance. They wanted to make it more casual and easy to use tool. Based on this strategy, they wanted to make BIB dispenser as low cost as possible and targeted production cost was maximum $10.00.

They also wanted to launch a new BIB dispenser on 4th of July 2017 that was only 7 months left from beginning of the project.

Explore variety possibilities that can deliver authentic draft beer experience the most.

With the new BIB dispenser, you can now enjoy authentic quality draft beer without place constraint. To maximize this attraction, it should be highly portable, easy to use and sturdy. Based on this, team was explored variety possible form factors focused on portablities and universal usabilities.

For the overall aesthetic development, team was focused on how to communicate authentic draft beer through dispenser shape itself and how to effectively appeal strong budweiser brand that people already trust.

All above activities was proceeded strictly based on $10.00 production cost without any production challenges that can cause delay targeted production schedule. To achieve production cost and manufacturing schedule target, team worked very close with AB InBev’s contract manufacturer while proceeding on design development.

Limitless prototyping to evaluate ideal form, aesthetic, size and performance.

Team was fabricated limitless prototype to evaluate overall form, scale, aesthetic as well as mechanical performance. Team also fabricated visual related prototypes such as quick start guide, label as part of visual brand design of product.

AB InBev was down selected leading concept based on their own decision criteria focusing on critical requirements that they asked for at the beginning of the project and also expression of their brand identity.

The final appearance model was showcased in AB InBev headquarter in New York to their board members.

Freedom of authentic draft beer.

The Freedom was designed with beer keg inspired overall form with beer tap handle on it. These are inspired from traditional beer objects to communicate authentic beer experience through product design itself.

Red accent color is naturally catch people’s eye and reveal strong Budweiser brand. Silver body color that inspired from beer keg and beer tower in the bar is effectively maximizing red colored accents.

The Freedom’s handle on the top back area is inspired from beer keg and maximize portability to provide draft beer experience without place constraint.

With The Freedom, you can now enjoy authentic quality draft beer without place constraint. The Freedom is providing freedom of draft beer experience.

7 Steps to get authentic draft beer.

You need only 7 steps to get authentic quality draft beer from The Freedom.

The Freedom is providing the simplest way to enjoy authentic quality draft beer without place constraint.

Designed entire product experience from out of box to the quick start.

To maximize new authentic draft beer experience with The Freedom, team designed entire product experience including:

• Out of box experience

• Product and BIB package

• BIB label

• Quick start guide

All these were harmonized together with the product and provide optimal authentic draft beer experience.