Responses by Matías Menéndez, creative director, Africa
Background: Barbecue is a cooking tradition that brings family and friends together. Budweiser, being one of the most traditional beers in the world, wanted to show that it fits perfectly with barbecue. We created two limited edition books Bud and BBQ, only sold in Brazil, to connect these two subjects.
Reasoning: The idea of making these books came from the wish to show the perfect combination between Budweiser beers and barbecue. While BUD talks about Budweiser’s 140-year-old brewing process, BBQ shows the particular techniques of 26 renowned Brazilian chefs who discuss their tricks and unique beef cuts of Brazilian barbecue. All this is done through the use of different illustrations, typography and photography that made each page unique.
Challenges: We had two major challenges for this project. The first was to research and create all the content of two very different and specific subjects—the Budweiser brewing process and the craft of barbecue. The second was to be able to coordinate these two subjects in two different books so that the pages would always match visually and in terms of content.
Favorite details: I feel proud of my team that made this project come to life. Through the use of different design techniques, we were able to create lots of unique materials for the two books, and each page is totally different from each other. Anything new: We’ve learned that it is very difficult to produce a good beer and to create a good barbecue, and how important it is to be able to explain these two things in a simple and understandable way to all people.
Visual influences: The ingredients used in the brewing and barbecue processes, old Budweiser ad illustrations, the mix of visual languages and the editorial book designs.