As part of Miller Lite’s extensive sports sponsorship programme we were asked to create new packaging for both Nascar and Indy 500, two of America’s most iconic motor racing events. We used one of our key equity assets, the Miller Lite crest to depict the signature banking of a Nascar track and to depict the Indy car racetrack in a way that is unmistakable to the brand.

Nascar: Our solution was to use one of our key equity assets, the Miller Lite crest to depict the signature banking of a Nascar track. The dynamic cropping of the Bleu Deuce car allowed the branding to remain prominent whilst capturing the fast aggressive nature of the sport.

Indy: Our solution was to use one of our key equity assets the Miller Lite crest to depict the Indy car racetrack in a way that is unmistakable to the brand. To capture the history of one of motorsports most renowned races, we used our signature illustration style to show the most iconic cars of the golden eras racing one another in a historical timeline.

Miller Lite Motorsports garnered much comment in both traditional and social media channels, quickly becoming a collector’s item.