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This is a very old entry — images are small, formatting is off.

 

Less Calories, More Crop

Reviewed Mar. 27, 2012 by Armin

Industry / Consumer products Tags /

Miller 64, Before and After

Launched nationally in the U.S. in 2008 as MGD 64 by MillerCoors, Miller64 is a 64-calorie beer with a paltry 2.8% alcohol volume and 2.4 grams of carbs per 12 ounces — compared to the 143 calories, 4.7% alcohol volume, and 13.10 grams of carbs of its “full” sister beer, Miller Genuine Draft. Although announced and revealed late last year, this month the revised name and new packaging, designed by Chicago, IL-based Soulsight, hits the shelves.

Soulsight’s handsome new identity, branding and package design demonstrates how Miller64 complements a balanced lifestyle for legal-drinking-age consumers who are committed to making good choices with their daily responsibilities and in their social lives. Miller64 will be available in cans and clear bottles featuring the brand’s bold new logo and its eye-catching smoky silver and red labels.
Soulsight Project Page

Miller 64

Miller 64

Miller 64

Miller 64

Miller 64

Miller 64

Cans side by side without fake sweat drops and sexy lighting. Photo by Flickr user ashman 88.

The previous look was fairly decent, working quite well within the growing Miller family of beers. There was nothing offensive about it but nothing memorable either. The new look, from logo to bottles to ads, definitely tries to make a bolder statement with some success. It’s important to commend that, contrary to industry practice of designing “light” offerings with lots of white and dainty graphics, Miller64 is a “heavy” design with a deep dark gray background and big-ass logo in red. What it lacks in typical low-calorie look it makes up for in attitude — surprisingly refreshing.

The logo is okay. It doesn’t make me too excited but it doesn’t make want to throw it down the sink either. It works very well large and cropped in the different products. The only element I don’t care much for is the barley in a wreath around the logo, but I’ll grant that it adds a nice, subtle texture in the background when blown up. Overall, the whole look is more interesting and simple.

TV ad by Saatchi & Saatchi, with a sea shanty based on “balance” (see quote below). Logo/bottle animation at the end.

The new marketing campaign demonstrates how Miller64 complements a balanced lifestyle for legal-drinking-age consumers who are committed to making good choices with their daily responsibilities and in their social lives.
Press Release

Miller 64

Miller 64

Thanks to Gary Perez for the tip.

 

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