Miller Lite was the original light pilsner, an iconic American product and an innovator in the beer market. But the brand had become diluted and lost in the market. The new packs reconnect with the brand’s authenticity, redesigning the original 1970’s Miller Lite packaging in a modern way that reasserts the brand as the original light beer. A rich and layered visual identity system was created that spans packaging, tap handles, glassware, special editions, promotional packaging and digital platforms.
Miller Lite - Packaging & brand visual identity system - Designed at Turner Duckworth