Miller

Craft beer has enjoyed an inordinately long period of annual double digit growth – from the early 1980s until the late 2010s. The 2000s were transformative for the craft beer industry, characterized by rapid growth, innovation, and increasing market share at the expense of mass-produced beers.

Miller recognized it needed to re-examine its brand. Years of chasing fads with line extensions resulted in a confusing brand architecture − and left beer lovers falling out of love with the brand. Miller sought our help to reconnect to its heritage and restructure its portfolio in a way that made sense for both consumers and the company.

Unlike many of the mass beers on the market, Miller wasn’t a concoction drawn up by marketing executives to sell. It was created by Frederick J. Miller in 1855 as a beer he wanted to drink. Miller emigrated from Germany to the United States in 1854, bringing with him a unique brewer's yeast and a passion for brewing. He purchased the Plank Road Brewery in Milwaukee for $2,300 and began producing beer using traditional German brewing techniques​. His dedication to traditional methods and continual improvement set the foundation for the company's reputation as a producer of high-quality beer. Frederick Miller's initial focus was on quality and consistency. He built a series of underground storage tunnels to keep his beer cool during fermentation, a critical factor in producing a consistent product. This innovative approach allowed him to scale production while maintaining the high standards he set for his beer.

We needed to help the brand tell that story. After rationalizing the portfolio architecture, we returned its identity to its craft roots of simplicity, tradition, honesty in craft. We removed the gradients, intense colors, and various photoshop treatments marketers tend to apply to create packaging that tests well in focus groups but dilutes long-term equity. To anchor the portfolio in Miller’s craft heritage, we updated its banner brand, Miller High Life.