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Miller Lite

The white can. A wider brand world.

A white Miller Lite can between the words Hold True against a navy background.
The white can becomes the anchor for a wider brand world.

A return to a familiar pack became a platform for retail and live experiences. The work shows how a clear identity can stay recognizable as its surroundings change.

My contribution
Creative collaboration at The Integer Group
Collaboration
Chiat/Day · Juniper Park · The Integer Group
The scope
  • Brand expression
  • Festival & retail activation

Start with what people recognize.

The 2014 return to the white can brought the brand’s heritage back into focus.

Miller Lite packaging timeline showing the can evolving from its early white design through blue packaging and back to white in 2014.
The packaging journey.
Miller Lite 24-pack in its earlier blue packaging.
Before: the blue pack.
Miller Lite 24-pack with the restored white, navy and gold identity.
After: the white-can identity.

Give the identity room to work.

A recognizable silhouette and a focused palette connect packaging, graphics and communication.

Miller Lite can silhouette reimagined as a record player in navy, white and red.
One shape. New associations.
A Miller Lite brand-system presentation showing packaging, can illustrations, merchandise, advertising and retail applications.
The broader visual system.

Make the brand part of the occasion.

At Bonnaroo, the identity connects the invitation, the venue and the experience.

Miller Lite Bonnaroo magazine advertisement with illustrated festival graphics and a white can.
Bonnaroo magazine advertising.
A festival attendee holds a drink inside a Miller Lite Bonnaroo sleeve.
The identity in people’s hands.
Miller Lite New Music On Tap Lounge entry signage at Bonnaroo.
A recognizable welcome.
An outdoor Miller Lite charging station with can-inspired graphics.
Useful moments, visibly branded.

Different stages. One recognizable brand.

Festival graphics adapt to their setting while retaining a common identity.

Miller Lite Austin City Limits festival banner with an illustrated skyline and white can.
Austin City Limits.
Miller Lite SXSW music promotion with a white can and illustrated Austin nightlife.
SXSW.
Illustrations of musicians, dancers and Miller Lite cans for a New Orleans jazz festival activation.
New Orleans festival iconography.
Miller Lite illustrated musicians and dancers applied to festival fencing and tent signage.
The graphics at event scale.

Project credits

Selected collaborative work from Gerardo García-Jurado’s time at The Integer Group. The broader brand program involved Chiat/Day, Juniper Park and Integer. The source portfolio credits much of the identity and 2015 concept imagery to Juniper Park; it informed subsequent work at Integer.

What could your brand become?

Big-brand experience, focused on your business. We can start with one challenge, two connected services, or the complete journey.

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