Challenge

Positioned as the ideal beer for a high energy city night out, the Miller Genuine Draft team recognised that the current livery was fragmented globally and beginning to lack premium appeal in this very brand conscious, sophisticated environment.

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Insights

In line with the latest signals in premium beverages identified via our Trend Observatory, our design strategy focused on the need to simplify and amplify. Simplification involved stripping back brand assets to the most iconic and authentic elements, to deliver a confident design with greater credibility. Amplification involved creating a bolder role for the brand’s brewing heritage and credentials, to connect with a young Millennial’s desire for authenticity.

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Outcome

Informed by the design strategy, a complete identity and packaging redesign phase followed. We eliminated ephemera around the brand crest to retain only the most critical elements. It was also important to realise a bolder role for the parent brand Miller Brewing Company on the neck label, with supporting design elements, such as the Miller monogram stamp all underpinning the brand’s heritage and quality credentials. We rebalanced the brand’s sophisticated colour palette to create a rich black background with gold accents on primary and secondary packaging, heightening the brand’s sleek, premium positioning.