The Dieline Awards 2017: Miller Light Summer
We were asked to create packaging that captured the spirit of the United States to celebrate a historic summer of patriotic events, to increase affinity for Miller Lite and grow off-premise volume sales.
We created thematic in-store displays that truly resonated with the patriotism of the American consumer whilst building on our unique brand credentials of being America’s original light beer. The introduction of two new panels to the Miller Lite equity pack enabled an economic and scalable design that created the American Flag when stacked in store.
Designed By: Turner Duckworth
Art Directors: Mark Waters / Miles Marshall
Designers: Chris Simpson and Adam Cartwright
Retoucher: Mick Connors
Location: San Francisco, California, USA