To capture the excitement around the return of the ‘Steinie’ bottle we used our unmistakable Miller Lite illustration style to visually capture the celebratory ‘cheers’ moment.

The unique profile of the original bottle is defined in the negative space which allows the Miller Lite branding to sit central to the design and is suggestive of the bottle label.

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

Target Audience: New millennial drinkers

We needed to dial up craftsmanship and brewing credentials for the brand 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.

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. As America’s first light beer, Miller Lite has an ownable brand story that was translated through design across multiple touch points for on and off premise.