Miller Brewing Co.

Challenge:

Miller Genuine Draft was a great-tasting product with no real identity among consumers. Brand imagery was nebulous, and it suffered next to the clear messages of Budweiser and Coors.

Approach:

Brand Management initiated a re-launch of MGD with a new, defensible positioning: Grown Up Beer. Miller asked laga | One80 Design to support the re-launch both in-store and on-premise (taverns).

Results:

The distinctive character of the new MGD bottle delivers on new positioning without leaving its heritage behind. Subtle but apparent design details create a strong impression, while the new shape and texture deepen the relationship between product and consumer.

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Before

Preliminary Concept

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