Miller Lite graphics get a spring cleaning
June 1, 2008
Miller Lite, the flagship beer brand from SABMiller and the third-bestselling U.S. beer, is getting its first packaging graphics redesign in five years.
The makeover, by design firm Bagby & Co., retains most of the typography and other essential elements of the previous design. But in subtle ways, the new design is cleaner and less cluttered. The new bottle label eliminates the “All Natural Pilsner” seal. The new design for the 12-bottle paperboard carrier shrinks the product logo and makes it “transparent” to display full-scale images of a glass or a bottle behind it. The new carrier also is taller and narrower than the old one, with completely flat sides.
The new graphics will be reflected in all forms of Miller Lite displays, including primary and secondary packaging.
Bagby & Co.