A “lighter, fresher look” and half the umlauts.

St. Louis’ William K. Busch Brewing Co. is hoping that that combination, along with some other marketing tweaks, will help boost the profile of its Kräftig brand of lagers.

Both Kräftig and Kräftig Light will sport brighter can designs, labeling and packaging, as the current black background gives way to silver and gold — colors the company says pay homage to its 29 industry awards from the last five years.

The lager will also shed the two-dotted umlaut above its “shield” logo, but retain it in its name.

The company’s redesign includes an effort to better introduce itself to customers who may not know its backstory amid St. Louis’ crowded brewing scene.

“We have that story now on our can and all of our secondary packaging,” said William K. “Billy” Busch, the company’s founder and a member of the family that made its name at the helm of Anheuser-Busch before selling the brewing giant to InBev in 2008.

“People were confused on exactly where we came from, (and) who we are,” said Busch, who never worked at Anheuser-Busch. “A lot of people thought we were another brand from A-B InBev.”