The century-old “Champagne of Beers” was once a premium beer. However, in more recent history, Miller High Life has blended in on package store shelves with the Busch, Budweiser and other beers in its price range. In 2010, the beer received a new look from Landor Associates in efforts to reverse this positioning.
If you don’t know Landor, you certainly know their work. Their extensive client list includes Banana Republic, BP, Charles Schwab, Citi, Dole, FedEx, H&R Block, Heinz, NCAA, NFL, Pepsi and the PGA.
To improve consumer perceptions, we returned to the brand’s most iconic elements—the soft cross, its proprietary champagne-like bottle, and Girl in the Moon—and contemporized them. By stepping away from traditional below-premium-beer segment semiotics such as ice, heavy gradients, and angled type, and simplifying the overall visual expression, we moved Miller High Life into a more premium territory.
What do you think of the rebrand? Are you buying it?