Mmm... Miller...
Shifting to a sleek, soft, matt-black finish reflected the exceptional smoothness of this beer. This delivered a bold but simple solution that had a big impact on the shelf. It attracted new customers and brought back existing ones, increasing market share in the cans segment.
Miller Genuine Draft is well known and loved all around the world. I partnered with Cocoon to find the right solution to problems the brand was facing in the cans segment.
Consumers were suspicious of a gold aesthetic, perceiving it as expired, faded or smuggled – a redesign was therefore necessary. The brand needed to stand out on a shelf where a sea of gold was currently rising. Due to technological limitations, a premium gold finish could not be achieved.
The new design celebrates Miller’s premium, exceptionally smooth taste and highlights the “Mmm...” Miller Moment in full by creating an eye-catching iconic ‘M’ symbol from existing assets. The World Brand Design Association honoured the final design with a Silver Award 2021/22 in the Packaging Design category.
