Miller Genuine Draft

Known and loved worldwide, Miller Genuine Draft faced a challenge in the cans segment. Customers perceived the gold cans as faded, expired, or low-quality, causing declining sales. At the same time, the brand needed a redesign that could stand out on crowded shelves, reconnect with loyal fans, and attract new customers.

Partnering with Cocoon, we explored how to communicate the beer’s exceptional smoothness and premium quality while keeping production costs unchanged.

Focusing on the emotional “Mmm… beer moment”, the concept built on existing brand assets to create a modern, premium expression that resonates with consumers and clearly differentiates Miller in the crowded cans category.

The redesign shifts to a sleek, soft matt black finish, celebrating the premium, smooth taste and highlighting the iconic “Mmm…” It’s Miller Time Moment.

The bold, minimalistic design is instantly recognizable on shelf, attracting new customers and re-engaging loyal fans.

The standout “M” letter, derived from existing assets, became a powerful brand icon, earning the World Brand Design Association Silver Award 2021/22 for packaging design.