Miller

Challenge

As Americans increasingly sought beers with a sense of history and craft, Miller recognized it needed to re-examine its brand. Years of chasing fads with line extensions resulted in a confusing brand architecture − and left beer lovers falling out of love with the brand. Miller sought our help to reconnect to its heritage and restructure its portfolio in a way that made sense for both consumers and the company.

Solution

We connected the brand to its provenance. We refined Miller’s brand identity by aligning it with its past identities, re-imagined the packaging system and avoided all the visual tropes of corporate breweries. Using the same craft and packaging cues the brand used in the early 1900s, the result is a brand that doesn’t feel over-engineered. Only well-crafted.

Team

  • Alan Dye
  • Bill Darling
  • Brian Collins
  • Ogilvy & Mather
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