An exciting project initiated to celebrate Miller Lite’s 40th anniversary. We were briefed to reintroduce the original “Steinie” bottle to call out premium beer cues to attract new millennial drinkers to the brand over the holiday season. The packaging needed to dial up craftsmanship and brewing credentials whilst the promotional materials introduced celebratory language, visuals and a call to action for friends to get together and enjoy the original Miller Lite offering.
To re-establish Miller Lite’s premium beer credentials, we changed the proportions of our colour palette, increasing the use of gold that is set against white to give a clean, contemporary finish.
The promotional and on premise items use a combination of graphic illustration and typography to add an element of playfulness. Typography is then crafted to define the bottle profile on the table tent and tell the brand story while the poster uses illustration to visually communicate the ‘cheers’ moment, displaying the bottle shape in the negative space. The shipping carton uses a flat graphic illustration of the bottle, which when stacked at retail, forms a larger bottle through tessellation.
Overall the brand experienced a sales uplift of 21%.