Michelob Clubhouse Mexico Toolkit

MICHELOB® ULTRA BRAND BOOK 2023 - V 1.
Michelob ULTRA
Spiritual Home Workstream

MICHELOB® ULTRA BRAND BOOK 2023 - V 1.0
OUR INSPIRATIONAL
WORLD & OCCASION
MICHELOB® ULTRA TRADE TOOLKIT | INSPIRATIONAL WORLD & OCCASION
IF CORONA HAS BUDWEISER HAS STELLA HAS

THE BEACH THE STAGE THE TABLE
WHAT’S MICHELOB ULTRA’S PLACE?

THE CLUBHOUSE
THE CLUBHOUSE IS…

A PLACE FOR SOCIALIZING ON & OFF COURSE
A PLACE FOR ENJOYABLE ACTIVITY
A PLACE FOR WORKING UP A SWEAT
A PLACE FOR FRIENDLY COMPETITION
A PLACE FOR CELEBRATION & CHEERS
A PLACE FOR A BALANCED LIFESTYLE
A PLACE TO ENJOY IT ALL

MICHELOB® ULTRA 2023
THE CLUBHOUSE HAS

NO FIXED ADDRESS. IT
COULD BE YOUR
TENNIS CLUB OR
LOCAL OUTDOOR BAR
NEAR THE PARK.
MOST IMPORTANTLY,
THE CLUB HOUSE IS
NOT JUST A PLACE,
IT’S A VIBE.
ENJOY IT ALL
OUR OCCASION
MINDFUL SOCIALIZING
AT THE CLUBHOUSE
SPIRITUAL
HOME
MICHELOB® ULTRA TRADE TOOLKIT | SPIRITUAL HOME
SPIRITUAL HOME CRITERIA

Contemporary, inviting metropolitan hangout, offering alfresco
seating and a menu featuring healthy food and beer.
• Outdoor space with seating and tables for groups

• Time of day: From noon to sundown, when the sky is blue
• Social environment
• Serves quality, healthy food and beer
• Urban location where you can view people in action (running, walking, playing pick-up games)
• Relaxed, inviting yet casual atmosphere with no defined dress code
Michelob We are We are We are

Locations Relaxed, inviting casual atmosphere where
people can show up in their activewear or
A lively, social environment that feels like home,
with spaces that foster connection across various
Modern, yet cool with outdoor and indoor
space that serves healthy but casual food
Finding the Ultra Club dressed up for the night sized groups of friends and beer
This is a guide to help

select the perfect spiritual
home for Michelob
We aren’t We aren’t We aren’t

Formal and fancy where a strict Dark night settings or daytime locations that A grungy dive bar, serving only fried foods.
dress code is adhered are packed with crowds
Michelob
Spiritual Home
Examples
This is a guide to help
select the perfect spiritual
home for Michelob
Outdoor space, with seating and tables for Daytime; from noon to sundown when the Social environment, with small or large
groups sky overhead is blue groups of friends
Serves quality, healthy food and beer Urban location where you can view people Relaxed & inviting, yet casual atmosphere
in action (running, walking, playing pick- with no defined dress code
up games)
SPIRITUAL
HOME WORKSTREAM
Within our toolkit, we want to have a section where we show actual

images of a Michelob ULTRA spiritual home that has been activated
in one of our markets.
This way, markets have more inspiration/direction in (1) the type of

location they should be selecting and (2) what it should look like
In order to do this we need a place that:

• Exists in Mexico City
• Follows the spiritual home guidelines, do’s and don’t’s
• Has a bar, but is close to activity
• Can fully take over and brand the location with our on trade assets
• Is small enough that we can control each touchpoint and use as a pilot (test & learn)
• Will provide an opportunity to take photos of our execution to include in the toolkit
as inspiration
MICHELOB ULTRA
COLORS & MATERIALS

MICHELOB® ULTRA TRADE TOOLKIT 4
DESIGN PRINCIPLES
Built from our brand positioning

and inspirational world, the creative
SUPERIOR
LIGHTNESS
1 SHARED
ENJOYMENT
2 ATHLEASURE
ATMOSPHER
3 UNUSUAL
IN MOTION
4 ULTRA
ICONICITY
5
principles inform our complete
Use of lighting and materials Warm, yet energetic Contrast premium, elegant Unique shapes and lines in Branded environments that
creative expression.
to create a joyful, light, environments that foster backdrops with textures and our environments and present our iconic assets in a
energetic environment. connection and facilitate detailing that connect with the materials to highlight our striking, bold yet subtle way.
We use these as springboards and socializing. sports world. emphasis on movement. Less is more, more premium.
judgement criteria to define our
physical forms and environments.
Brid
ger
Con
way
Practical Application: Practical Application: Practical Application: Practical Application: Practical Application:
• Use of lighting to highlight our • Environments that are lively and • Details that reference the sports • Soft materials in shapes that • Bottle/beer appeal in photography
product and represent lightness active world: court lines, sports textures, highlight movement • Focus on our distinctive assets:
• Environments that have a • Multiple seating options that foster etc. • Hard materials with textures/ logo, wordmark, ribbon through
dedicated outdoor space to connection and bring people • Materials should have rectangular designs added to highlight textured materials
showcase lightness. together edges like courts, but circular lines movement
• Lifestyle photography that on inner areas
showcases lightness in how we • Photography that captures social
live life. activities with active lifestyle
references (clothes, location, etc.)
MALLEABLE SPORTS REFERENCE LIGHT
MATERIAL & TEXTURE

MOODBOARD
TEXTURE SOPHISTICATED DYNAMIC

SHARP SMOOTHED DAYLIGHT LIGHTNESS
ARCHITECTURE
MOODBOARD
REPETITION MOVEMENT OUTDOOR

SPORTS REFERENCE DYNAMIC SHARP SMOOTHED
MOODBOARD
FORM
AUTHENTIC DIAMOND MOVEMENT LINES

MOVING SUNLIGHT/SHADE BRIGHT ENVIRONMENTS WELL-LIT ENVIRONMENTS
LIGHTING
MOODBOARD
COZY WARM AND COLD LIGHT FOLLOWS THE MOVEMENT

NOBLE MATERIALS SIMPLE AND COMFORTABLE AUTHENTIC
FURNITURE
MOODBOARD
INCLUSIVE MOVEMENT MIX OF ELEMENTS

CLEAN LIGHT FUN
SIGNAGE
MOODBOARD
BOLD MOVEMENT DYNAMIC

TRADE TOOLKIT UPDATES
TO
FROM
TO
FROM
TO
FROM
TO
FROM
TO
FROM
TO
FROM
TO
FROM
TO
FROM
ADDITIONAL NEW ASSETS
UPDATING THIS, CURRENTLY

NOT PREMIUM
| SPIRITUAL HOME
MICHELOB®
MICHELOB®ULTRA
ULTRATRADE
TRADETOOLKIT
TOOLKIT 34
FURNITURE
LOUNGE CHAIRS GUIDANCE
Source: https://www.architonic.com/
JANUS ET CIE - Trig

HAY - Hee EGOE - Axis
10DEKA - Amelia
EMU - Shine ENEA - Lottus Bench SKARGAARDEN - Djurö
| SPIRITUAL HOME
MICHELOB®
MICHELOB®ULTRA
ULTRATRADE
TRADETOOLKIT
TOOLKIT 35
FURNITURE
STOOL GUIDANCE
HOWE - SixE CRASSEVIG - Lineo 82

| SPIRITUAL HOME
MICHELOB®
MICHELOB®ULTRA
ULTRATRADE
TRADETOOLKIT
TOOLKIT 36
FURNITURE
TABLE GUIDANCE
PLANK - Monza DIETIKER - Para Table

| SPIRITUAL HOME
MICHELOB®
MICHELOB®ULTRA
ULTRATRADE
TRADETOOLKIT
TOOLKIT 37
FURNITURE
BENCH GUIDANCE
EXTREMIS - Hoppper FAST - Orizon
PUNTO DESIGN - Summer-2 ENEA - Lottus Bench

Michelob Clubhouse Mexico Toolkit

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MICHELOB® ULTRA BRAND BOOK 2023 - V 1.

Spiritual Home Workstream

IF CORONA HAS BUDWEISER HAS STELLA HAS

WHAT’S MICHELOB ULTRA’S PLACE?

THE CLUBHOUSE IS…

A PLACE TO ENJOY IT ALL

THE CLUBHOUSE HAS

SPIRITUAL HOME CRITERIA

• Outdoor space with seating and tables for groups

Michelob We are We are We are

This is a guide to help

We aren’t We aren’t We aren’t

Within our toolkit, we want to have a section where we show actual

This way, markets have more inspiration/direction in (1) the type of

In order to do this we need a place that:

COLORS & MATERIALS

Built from our brand positioning

MATERIAL & TEXTURE

TEXTURE SOPHISTICATED DYNAMIC

REPETITION MOVEMENT OUTDOOR

AUTHENTIC DIAMOND MOVEMENT LINES

COZY WARM AND COLD LIGHT FOLLOWS THE MOVEMENT

INCLUSIVE MOVEMENT MIX OF ELEMENTS

BOLD MOVEMENT DYNAMIC

UPDATING THIS, CURRENTLY

JANUS ET CIE - Trig

HOWE - SixE CRASSEVIG - Lineo 82

PLANK - Monza DIETIKER - Para Table

EXTREMIS - Hoppper FAST - Orizon

PUNTO DESIGN - Summer-2 ENEA - Lottus Bench

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