Miller Genuine Draft - Branding & Packaging
For The One Club Competition, I worked to bring Miller Genuine Draft (MGD) back to life. The rest of the Miller family of beer has evolved and is thriving, while MGD is still clinging onto the past. The goal with this rebrand and new packaging is to modernize, invigorate and reestablish MGD’s place among the Miller family.
“I’m drinking a Miller Genuine Draft” is a mouthful. That’s why our most loyal drinkers have called it MGD for years.
Our modernized eagle silhouette is familiar to current drinkers and establishes MGD’s place in the Miller family as the beer that speaks for itself.
Looking forward to the future while staying true to MGD's past with the elevated branding and packaging.
The display typeface in the logo reflects MGD’s craftsmanship with bold, masculine grit, and the classic feel of the secondary typeface adds balance so our logo stands out.
Teammates:
Maggie Snead
Cameron Higginbotham