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.
— Landor
What do you think of the rebrand? Are you buying it?
Jason
March 23, 2011 at 5:16 pm
I don’t drink it, so no, I won’t be buying it.
Jeff
March 25, 2011 at 6:32 pm
As a broke college student, I often indulged in the “Champagne of Beers.” As a designer, I rediscovered it partially because of the new design. Even the interior of the 30-pack boxes (affectionately known as the “Dirty Thirty”) is artfully done.
Lucky
December 19, 2012 at 2:39 am
mmmm its so good i drink it in memory of my grandma ive never had a chance to meet… good stories on hew she drank the same beer (:
Matt
February 1, 2013 at 4:26 am
Has anyone ever seen the aluminium bottles? If you have, where?
Mr. Nuts
February 26, 2013 at 11:55 pm
The oversized labels on the cans are ridiculous. Worse than the design it replaced in many, many ways.