To re-establish Miller Lite’s premium beer credentials throughout the packaging we changed the proportions of our colour palette, increasing the use of gold that is set against white to give a clean, contemporary finish. This is balanced by the mix of design elements from the roundel that appears in various sizes, to embellishments such as the subtle stripe detailing on the bottle and graphic illustration as depicted on the display cartons.

The 6-pack carry case uses an image of the bottle with typography defining the label edges and a blown up roundel from the label on the side to add contrast. The shipping carton in comparison uses a flat graphic illustration of the bottle, which when stacked at retail, forms a larger bottle through tessellation.

The promotional and on premise items use a combination of graphic illustration and typography to add an element of playfulness such as the wreath on the coaster championing the Steinie when the bottle is placed on it. Typography is crafted to define the bottle profile on the table tent and tell the brand story. The poster uses illustration to visually communicate the ‘cheers’ moment, whilst also displaying the Steinie bottle shape in the negative space.

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

The packaging 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.