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.
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.
- Alan Dye
- Bill Darling
- Brian Collins
- Ogilvy & Mather