Opinion BY Armin

Miller High Life Overhaul

First brewed in the mid nineteenth century by Frederick Miller in Milwaukee, Wisconsin, Miller High Life — well, to be clear, Miller High Life wasn’t introduced until 1903 — is one of most well known American beer brands. I have never had a Miller High Life so I can’t attest to its flavor, and it’s probably for the better, so that I don’t derail into a diatribe about my preferred beers. Earlier this year, Miller High Life introduced a whole new look for all of its packaging and graphics designed by the San Francisco office of Landor, with illustration assistance by Chris Mitchell.

Comparison of old (blue-hued) and new (red-hued) logos. 2 second delay between images.

There are various elements that come together for this redesign. First, the updated logo, which is a major improvement, losing the unnecessary shading and bevels of the old one, while cleaning up the typography and balancing the contents within the holding shape. The curves have also been accentuated a little more and it gives it a nicer flow.

A new Lucy, or The Girl in the Moon, which legend has it is a drawing of Miller’s granddaughter. Better cleavage, hearts on her blouse, smaller nose and no bangs.

Samples of previous packaging, above. New packaging, below.

The new packaging is undeniably more sophisticated and follows suit with the 2000s redesign of the Coca-Cola packaging, that stripped away all extraneous visuals. We will see if this holds on for enough time, before the sales people at Miller start asking for bubbles, ribbons and other nuisances. For now, it’s a breath of fresh air.

Bottles with the inside labels alluding to its “Champagne of Bottle Beer” nickname.

These brand patterns are very cool too, bold and understated, they capture a nice American spirit, and they look great on the sides of the cartons below. A pretty great update all around.

Various side views of the different boxes, stacked.

Anatoly Vyalikh’s comment is:

Really nice and clever rebranding.
Now it have personality and charm.

On Jul.22.2010 at 05:46 AM

Joram’s comment is:

I love the design of every single item. But i think the old packaging reflects BEER!, and the new just wispers “try my freshly baked cookies”

p.s. Alot of Brandnew readers must be happy now, since they got rid of the gradients in the logo.

On Jul.22.2010 at 05:50 AM

binoygopal’s comment is:

landor’s clarity

On Jul.22.2010 at 06:07 AM

Luis’s comment is:

It surely seems more in touch with its ‘Champagne of Beers’ slogan. It looks much more distinctive now. The color contrast between the boxes sides also gives the package a sharper image…it ‘pops’ to the eye.

On Jul.22.2010 at 06:26 AM

Glenn’s comment is:

@Joram, you definitely got a a point. It’s much more friendly and classy than before, and hopefully that was what they wanted to achieve.

On Jul.22.2010 at 06:27 AM

Richard Baird’s comment is:

This is a really inspiring update, I love the fresh approach to the packaging, (I cringe when I see the generic - bottles/cans in ice on the front of packs) The logo looks neat and well refined, shame it’s unlikely I will be able to purchase these here in the CZ.

On Jul.22.2010 at 06:29 AM

Paul’s comment is:

I wish every shiny gradient logo design would follow suit. This is great! Almost makes me want to drink this swill.

On Jul.22.2010 at 06:32 AM

Matthew Moore’s comment is:

This is really nice. It looks like patterns are in if today and yesterday are any indication!

On Jul.22.2010 at 06:40 AM

Owen Jones’s comment is:

Really nice, I love the redrawn girl in the moon - quality work.
Not that there’s anything wrong (in my mind) with a gradient here and there, if used sensitively!

On Jul.22.2010 at 06:44 AM

Matthew Moore’s comment is:

Armin, if you’re going to try High Life, stick to the bottles. No one likes champagne from a can :)

On Jul.22.2010 at 06:44 AM

Christopher’s comment is:

Lucy looks very manly. Even more so in the redesign. I personally have no problems with boys in dresses — but I’m not sure what the target audience here thinks of that. Otherwise well done.

On Jul.22.2010 at 06:53 AM

Andy Griffiths’s comment is:

I really do like this update to the Miller High Life brand and think overall they have got it right. Just one small personal preference is that i think the ‘Miller’ logo is a little small in comparison to the entire mark. The size of the old one was pretty good. The typography though is a vast improvement with all the letters being tidied up and more white space being created.

On Jul.22.2010 at 06:56 AM

Everett’s comment is:

I’d be very surprised to see any of this actually make it to the store shelf. It is beautiful and has a high level of design nuance, but it strays too far away from the tastes of its core customers. Its core audience wants to see bubbles, ribbons, sweating glass, and sports tie-ins (think NASCAR).

If this does make it to the stores, you may see some hipster chugging Miller ironically, and some of us may even buy it to see the design up close. Knowing what the beer tastes like though, and knowing our other proclivities, I’m sure we’ll go right back to our micro-brews and the hipsters will go back to PBR.

On Jul.22.2010 at 06:59 AM

Nick Irwin’s comment is:

nice work landor, the dude abides

On Jul.22.2010 at 07:07 AM

Russell’s comment is:

Great work, I love the refreshed packaging, and the new logo works a lot better. My favourite part of the design is the can and bottle design, the 3 different size cans with the placement of the branding is brilliant, very cleverly done! And the bottles with the labels printed both sides is also excellent.

Overall very good work!

On Jul.22.2010 at 07:23 AM

Michael’s comment is:

@Everett: I think you make a very valid point. I wonder if they’d done any market research on the new look.

This is a better, classier, stronger look; will it play with the demographic? I happen to think beer drinkers might be a loyal bunch, so this might be a chance to expand the base. That said, there is nothing so froofy in this that it would necessarily repel a hardcore macho base.

On Jul.22.2010 at 07:25 AM

SkyJohn’s comment is:

The Miller logo looks a bit too small to me.
It’s only a small change, but the product doesn’t read as a Miller High Life anymore, it’s now a High Life produced by Miller.

Overall I think the design choices seem to have been chosen to cut down the cost of the packaging, at the expense of the iconography of the beer itself.

On Jul.22.2010 at 07:26 AM

Mr. Kim’s comment is:

New is does not equal good. I suspect if the before and after labels were switched it would garner the same reaction.

Stats show that a simple face lift helps boots sales so it’s in the interest of shelf items to do an evolutionary change every once in a while. This is not about improving existing design or solving any issue. This is change for change sake in order to boost sales.

I think both designs are equally nice or equally bad pending taste. It’s all about the context!

^_^

On Jul.22.2010 at 07:34 AM

drew kora’s comment is:

Nice work. Huzzah!

On Jul.22.2010 at 07:36 AM

Jesse Sims’s comment is:

@Everett

It is already on the shelves. I am a drinker of High Life ( I just graduated. I’m still broke! ). I really love the new design. High life is a very cheap beer, cost wise, and the redesign makes it feel not so cheap to me.

Plus, I am a sucker for patterns.

On Jul.22.2010 at 07:52 AM

Larry W’s comment is:

I love everything except the new logo. I personally prefer the old one.

On Jul.22.2010 at 07:59 AM

Scott’s comment is:

the 3 different size cans with the placement of the branding is brilliant, very cleverly done!

This seems like the kind of thing that you show in the presentation to the client and they love it but it’s just designer wanking since there is no place in reality where you see all three sizes together.

On Jul.22.2010 at 08:02 AM

Paul Knight’s comment is:

Much prefer this new take. Love the patterns although the word champagne and an icon of some darts together made me chuckle.

The only thing I’m not sure on is Lucy’s left hand - holding the glass. What’s going on with her thumb - it’s not there? Is that glass stuck on with velcro?

On Jul.22.2010 at 08:10 AM

Bryan’s comment is:

Overall I think it’s a nice evolution. The clearer packaging will be a pleasant alternative to the chaotic mural of boxes and cases that is the beer aisle.

Only thing I can’t shake is Lucy’s gaze. She’s gone from looking at the consumer to looking off at something above her. What’s she looking at?

On Jul.22.2010 at 08:15 AM

John Mindiola III’s comment is:

Wow, this is gorgeous. The front face of the 12-pack almost made me cry. The adjustments made to the gal in the moon are exceptional. That illustrator knows how to update without sacrificing novelty.

On Jul.22.2010 at 08:20 AM

Dan’s comment is:

love high life and love the redesign. high-life in a bottle is the only way to go. champagne of beers, man.

On Jul.22.2010 at 08:20 AM

Brad’s comment is:

I use to work for an agency and worked on Miller Lite and Miller High Life. I really like the new packaging and logo. I think it works for the brand and creates a fresh approach with a heritage look. Well done.

On Jul.22.2010 at 08:21 AM

Chris Mann’s comment is:

Great stuff! One of the first re-brands where the gradient is dropped. Love it!

On Jul.22.2010 at 08:21 AM

Mike Miller’s comment is:

I think it really looks good next to the other microbrewery packaging I usually see it near, before it looked cheesy to the extreme. But now it blends in and makes it a more viable choice for choosing beer. Though I prefer Natural Light

On Jul.22.2010 at 08:30 AM

abu’s comment is:

I really dig the updated Girl on the moon.

She’s been quite modernized (the face oval, the nose, the hairs, the cutting of the jacket, the glass…), but at the same she’s not tri-tone, with rougher details and generous bleeds, which give her a more vintage feeling which creates a nice contrast.

On Jul.22.2010 at 08:34 AM

abu’s comment is:

ups, …she’s *now* tri-tone…

On Jul.22.2010 at 08:36 AM

Aaron’s comment is:

This is one of the best brand refreshings I’ve seen in years.

On Jul.22.2010 at 08:37 AM

Christopher Seeds’s comment is:

I really like the new brand. It’s sleeker & modern but doesn’t lose the classic look of High Life. I would be interested to see sales numbers by age. As a college student, High Life has made it into my shopping cart many times. This re-brand is definitely more appealing to the college demographic. It looks like you are getting more for your money too.

On Jul.22.2010 at 08:38 AM

cipion’s comment is:

Damn, without words, this is beautiful.

On Jul.22.2010 at 08:39 AM

Fabian’s comment is:

The previous drawing of the Girl on the Moon was way better than the new one.

On Jul.22.2010 at 08:40 AM

Bruce Floyd’s comment is:

Pepsico could take a lesson from this. Their rebranding of Tropicana and their soda properties was too much of a departure from what everyone knew and loved about the original brand.

On Jul.22.2010 at 08:41 AM

Anthony Lane’s comment is:

Wow, awesome. One of the most beautiful brands around.

On Jul.22.2010 at 08:45 AM

Michael McWatters’s comment is:

She needs bangs, dammit! (Just kidding.)

On Jul.22.2010 at 08:46 AM

Travis Ludwig’s comment is:

I actually prefer the more “vintage” style woman, but everything else looks beautiful.

Hipsters rejoice!

On Jul.22.2010 at 08:46 AM

Julie’s comment is:

It’s been in stores for a while now, y’all.

Also, to whoever said about NASCAR people being the main consumers, don’t forget about the hipsters, they love High Life, PBR and good design.

On Jul.22.2010 at 08:52 AM

gak’s comment is:

Love the wordmark, love the packaging, HATE HATE HATE HATE HATE the new girl in the moon. Wow, what a way to make her look emotionless, airbrained, pug-nosed and void of humanness. More cleavage, fewer features? She looks like a mannequin. The old Lucy was vintage and charming. This new one is rat-faced and BOOOORING. Badly done.

On Jul.22.2010 at 08:53 AM

Sam’s comment is:

Fantastic simplification of a classic brand. All beer should do this! However High Life’s market is exceptionally conducive for an updated/vintage design. There had to be subtlety to the change as many people have “Lucy” tatoos, but with the many great elements already in place, there is no need for drastic change. With that said the fall camouflage collection is awesome!

On Jul.22.2010 at 08:54 AM

lance’s comment is:

Agree, the old woman is more interesting/vintage/refined.

I really love how tons of food/drink brands are going back to clean, retro looks for their packaging and logos. No more drop shadows, layered text, etc. It’s so much nicer and simpler.

On Jul.22.2010 at 08:56 AM

justin’s comment is:

The “miller” in the logo is way to small for my taste. It feels unbalanced. But in the “light” logo it feels ok. I like the face and hair of the old girl. The new face and hair looks 80’s fashion and not vintage at all. Packaging is great. But the labels and cans are amazing!

On Jul.22.2010 at 09:03 AM

GC’s comment is:

I’m in the crowd that thinks Lucy looked better before. She looked like a girl-next-door in the 40s; now she looks more like a vapid (and in a way, European?) model dressed in knock-off 40s garb.

I prefer the detail in the older version. The gold trim on the black top (and the greater number of points on the ends…interesting switch from diamonds to hearts, too), the black trim on the gold stripes of the skirt and jacket. In this case, I like the use of lines rather than white for highlights. At the same time, I like the *simpler* hat.

I’m torn on the white moon and stars. They pull a little of the emphasis away from Lucy herself, and I can’t decide if that’s good or not. I suppose it does work on the box application.

I guess it’s a question of preferring a drawing or a computer-generated logo. In this case, I like the drawing.

On Jul.22.2010 at 09:07 AM

James Strange’s comment is:

Very well done.

On Jul.22.2010 at 09:12 AM

Paul Knight’s comment is:

@GC

i think that keeping the moon golden may of blended it in too much with the rest of the packaging which has a similar colouring?

On Jul.22.2010 at 09:17 AM

Rob O.’s comment is:

I like this update overall, but don’t care for the downsized “Miller” portion of the logo. The “High Life” typography is cleaner and easier to read tho.

I like the new girl in the moon tweaks. The hearts on the blouse are a clever subtlety.

On Jul.22.2010 at 09:24 AM

Keith’s comment is:

A well done crisp new Miller logo mark but I like the warmer expression and hand illustrated quality original vintage lady. The mark quality of the new women seems a bit hard edged, the gestural quality seems fussy and awkward. I think the original lady could have lived harmoniously with the new Miller logo.

On Jul.22.2010 at 09:24 AM

Nick’s comment is:

As my $1 beer of choice, I was totally stoked when this refresh started to roll out a few months ago, I think it’s great!

I do, however, agree with some of the comments that has lost something but whatever, on the whole the whole thing is pretty stellar…

On Jul.22.2010 at 09:28 AM

Neil’s comment is:

So well done. And if you haven’t had MHL give it a try, it’s one of the best cheap beers, and so refreshing in the summer due to it being extra bubbly.

On Jul.22.2010 at 09:29 AM

Courtney’s comment is:

I love *almost* every aspect of this new design. I think the subtle changes are gorgeous and well-executed.

I do agree that the new Lucy looks vapid. The big problem for me is that the old one seemed to make eye contact and really be smiling, and looking like an all-American girl. The new one is kind of gazing off into the distance like she can’t be bothered to actually care. Lame.

On Jul.22.2010 at 09:35 AM

Allyjs’s comment is:

I like this very much but I prefer the old version of Lucy. I like the quality of the old illustration compared to the vectorness of the new Lucy, if that makes sense.

Otherwise, I am a fan.

On Jul.22.2010 at 09:40 AM

Chris Parks’s comment is:

Love the gradient-less evolution. I hope what we are seeing here is the beginning of the end for overused gradients in logo design.

Not that Chris didn’t do a great job on the girl illustration, I just couldn’t see a need for such a change. Maybe it is just the face. The original face seems a bit more timeless. For me it is the difference between Betty Page and Helen Hunt.

On Jul.22.2010 at 09:47 AM

The Letter Office’s comment is:

We love it! Nostalgic but present.

On Jul.22.2010 at 10:10 AM

respam’s comment is:

Great performance, before and after reminds me of comparison on Microsoft packaging vs. Apple’s

On Jul.22.2010 at 10:11 AM

cchana’s comment is:

I didn’t really hold out much hope for the re-brand as it seemed to be very subtle at first glance, but the change to the packaging is brilliant. Love how it shows of the brand more and seems less cluttered.

On Jul.22.2010 at 10:12 AM

David Mitchel’s comment is:

This is a well done packaging update. The differences between the before and after designs are not drastic. This is unlikely to alienate brand loyalists. Tropicana’s package redesign in 2009 made drastic changes and it was not well received. Tropicana eventually reverted back to the old logo and packaging.

I like the consistency of the cans for both High Life and High Life Light being copper instead of High Life’s primary can color being copper and High Life Light have a silver primary can color.

I wonder if other elements of the marketing mix will be changing for the Miller High Life brand. Is new packaging part of a larger effort to revitalize the entire brand?

On Jul.22.2010 at 10:25 AM

jack’s comment is:

I love everything about this. And for those of you that call this swill, drink one after you mow your yard in the 100 degree summer heat. It literally tastes like America.

On Jul.22.2010 at 10:29 AM

Scott Theisen’s comment is:

Looks like Lucy has a bigger bust? Good redesign…but safe.

On Jul.22.2010 at 10:30 AM

foresmac’s comment is:

The only change I don’t like is that the High Life Light (what a dumb product to begin with) doesn’t change the colors of “Lucy” to match it’s unique color scheme. High Life used gold, red, and green, while the “Lucy” on High Life Light used silver, red, and blue. It was a subtle detail that I appreciated because I generally dislike mixing silver and gold unless there’s a really good reason for it.

On Jul.22.2010 at 10:44 AM

Tony Goff’s comment is:

Love it, so much cleaner and clearer then the old packaging. Nice to see the gradients removed as well.

On Jul.22.2010 at 10:47 AM

Jory’s comment is:

I agree that the old Lucy was better. I thought she was charming.
The way the new Lucy is rendered bothers me too. All of the curves bug me, especially in her face. Just looks poorly executed.

On Jul.22.2010 at 10:48 AM

David’s comment is:

I find it interesting with the new style of Lucy, you can see what is classified as beautiful/desirable in today’s society (fairer features, pronounced collarbone) versus the old illustration.

On Jul.22.2010 at 11:07 AM

Paula is QuiteCurious’s comment is:

Great redesign. Not too different in overall concept, but wow, cleaning up the details really makes a difference! The brand definitely feels more sophisticated (ha - like it’s an import). I like the old Lucy though, she was more charming - the new one looks like a Hollywood actress (and she’s thinner, too).

On Jul.22.2010 at 11:30 AM

cj’s comment is:

love the packaging and the type looks much better.

the old woman was better drawn, however.

On Jul.22.2010 at 11:30 AM

rek’s comment is:

Kudos to Landor for making the logo *smaller*.

But “bold and understated”? That’s a contradiction, like “neon green and invisible”.

On Jul.22.2010 at 11:32 AM

Greg’s comment is:

I have always been a fan of Miller’s handling of their High Life branding. Too bad it never carries through to their other divisions.

On Jul.22.2010 at 11:38 AM

Brian Klepper’s comment is:

Just a note on the effectiveness of this very clean redesign. I really think this has potential to pull in new range or customers looking for a “Classy Bear”. I would disagree though that it could detract previous Nascar customers.

On Jul.22.2010 at 11:39 AM

adam’s comment is:

@Everett this stuff is already on the shelf. i have been seeing it for months and it looks great. also, this post is old news … in fact, i swear it has been reviewed here already because i have seen all of these pics already.

also, you claim that this redesign “…strays too far away from the tastes of its core customers. Its core audience wants to see bubbles, ribbons, sweating glass, and sports tie-ins…”

where did you get this information from? have you researched who millers core audience is or are you just assuming? you know what they say about “assuming” …

also, these pics are comparing the packaging of a 12-pack & a 6-pack. of course the 6-pack will use less packaging. the 12-packs are still in the fully covered box but an entire side of the box has a full-flood image of the moon girl. looks gorgeous. shoulda shown that image, armin.

On Jul.22.2010 at 11:44 AM

Brad Gutting’s comment is:

Exceptional work and a standard for other large, established brands to follow. Congratulations to all involved in making this happen. Great, great work!

On Jul.22.2010 at 11:48 AM

felix sockwell’s comment is:

this is a great redesign.

Lucy’s breasts seem a bit smaller and her eyes seem to gaze upward for some reason… but maybe thats me. the design/ positioning maintains the integrity. what a great “refresh”

On Jul.22.2010 at 11:50 AM

Keith Van Norman’s comment is:

The Champagne of redesigns!

High Life has come a long way since the Errol Morris TV spots for Wieden+Kennedy in the late 90’s. Around 2005, MHL was rebranded as a “heritage” beer and positioned itself against PBR, looking for the young and female demographic with “the girl in the moon” campaign. By the time Coors and Miller merged in 2007, MHL had dropped W+K and moved to the “common sense” ads with the delivery man.

It looks like some of that common sense has trickled-down into the new redesign. All of the frills (gradient, bottle icebergs, background textures, swashes, banners) have been stripped-down to a good, clean design on a good, clean beer bottle. I really like the pattern that’s printed on the back of the label in a similar color to the beer. When the bottle is full, it’s almost invisible.

I don’t like the shrinking “Miller” but it’s Miller-Coors now, so as long as cold-activated purple mountains don’t pop-up behind Lucy, these bottles will still reside in my green Coleman cooler on the back porch.

On Jul.22.2010 at 11:57 AM

Geoff’s comment is:

Is it just me, or is there some weird kerning in the LIF part of life? It could just be that I don’t know my kerning that well…

I do, however, know when something looks like a clunky, Flash-drawn, vector image with weird corners and unnecessary sharp angles all over the place, and that’s what the new Girl in the Moon looks like. Booo! Old one’s definitely much better.

On Jul.22.2010 at 12:15 PM

ilovetype’s comment is:

Agree with many comments above. Beautifully executed redesign. Not sure about the Lucy redraw. Her face has lost the softness that gave her that vintage beauty quality. She’s definitely got more masculine features now. On purpose?

On Jul.22.2010 at 12:15 PM

Natasha’s comment is:

This is definitely what a brand update should be! Strip enough information and keep what’s needed. Keeps all the elements that made the brand what it is, and it’s still recognizable. Very clean, clear and best of all it’s fresh.

On Jul.22.2010 at 12:17 PM

CJ’s comment is:

I’m a craft beer drinker, but this is one of our household go to beers for the summer. Delicious? No. Great on a hot summer day with friends? Yes. It’s nice to see a nice clean update to the whole brand…

…although I keep seeing a sombrero on the girl on the moon. Like it, but sad to see the full lips go…

On Jul.22.2010 at 12:31 PM

Bryan Layne’s comment is:

Super! What’s not to love?

On Jul.22.2010 at 12:38 PM

Mark’s comment is:

Good move it looks much cleaner now and it’s reduced to it’s simpler form.

Wish they kept the lips on Lucy though. She now looks unfinished.

On Jul.22.2010 at 12:54 PM

morris’s comment is:

I like the new logo, but the old Lucy…

On Jul.22.2010 at 01:16 PM

Dreneht’s comment is:

Totaly agree with the comment that the word miller is a bit to small on the stand alone logo. I think the highlife part overpowers it now, blow the miller part up to scale against the hgihlife part and you truely have a winner there. Looks good once it was on the packaging however, and new lucy i think is awesome.

On Jul.22.2010 at 01:23 PM

Marcin’s comment is:

Nicely done.

On Jul.22.2010 at 01:32 PM

tom vasquez’s comment is:

this is really great. i used to work on miller a number of years ago, and what this refresh tells me is that they finally cleared the cobwebs of all that poor decision-making over there. it’s about time! nice work.

On Jul.22.2010 at 01:39 PM

Jason Grube’s comment is:

Even though Miller tastes like piss I want to buy it because the new brand is so fetching. I can’t get enough of that packaging.

On Jul.22.2010 at 02:24 PM

Cait McC’s comment is:

Forgot to make note that her pinky is now out. LOVE that addition. classy and understated redesign. A major win!

On Jul.22.2010 at 02:27 PM

Mat Richter’s comment is:

I agree hat the logo needed a pos/neg version but the proportions were better in the original. Now the emphasis is taken off of the Miller and bestowed upon the High Life.

On Jul.22.2010 at 02:54 PM

thomas’s comment is:

This IS my swill of choice, partially because they re-introduced the slope-shouldered bottles a few years ago (and partially because I need something, anything to differentiate myself from all the other Pabst hipsters I know). This redesign brings the aesthetic all the way around in a classic-yet-modern way. I feel a kinship with the entire feeling, this is the kind of work I wish I did more of.

On Jul.22.2010 at 03:22 PM

Rob’s comment is:

I love it, it’s clean, it’s sophisticated. But as others have raised the point, will it fly with their core, beer-drinking, blue-collar, NASCAR loving audience? (I know this is not their only audience and a bit stereotypical…but having grown-up in the South, I’ve lived it. My first beer was a Miller.) But who knows, Landor does their fieldwork, and they know something we don’t. Either way, excellent redesign.

On Jul.22.2010 at 03:28 PM

Jason’s comment is:

I am somewhat indifferent about the logo update, but the new packaging and those patterns are really nice.

On Jul.22.2010 at 04:26 PM

Tori’s comment is:

My heart skipped a beat.

On Jul.22.2010 at 04:49 PM

erica’s comment is:

I love the packaging! I have always found the slogan “the champagne of beers” to be incredibly endearing and somewhat cheeky…considering that High Life is pretty low budget!

On Jul.22.2010 at 05:41 PM

qwertyale’s comment is:

Good.

On Jul.22.2010 at 06:16 PM

Ryan’s comment is:

Wasn’t sure about the mark by itself, but the implementation cleared that up. Nice work!

On Jul.22.2010 at 06:28 PM

Longfellow P.’s comment is:

it wasnt broke.

On Jul.22.2010 at 06:56 PM

Ron’s comment is:

I disagree. It was broke. They are obviously repositioning the brand and the old packaging and identity didn’t fit that vision. I think it’s a GREAT refresh!

On Jul.22.2010 at 07:27 PM

Jim’s comment is:

Landor did this? I am shocked and disappointed. They usually are good. What a waste.

On Jul.22.2010 at 08:26 PM

Daniel Tomasch’s comment is:

Yes! I love it, it’s great. The old version was cliche and so early 2000, busy, cluttered, blah.

I LOVE the 6 pack packaging.

On Jul.22.2010 at 10:02 PM

Canistel Design’s comment is:

i really like most of the packaging and the pattern is great.. i do think the ‘miller’ logo is definitely a bit small within the high life logo

and, although i like the design of the cans, i think they’re a bit too monotonal for the general public

i love how the packaging speaks “beer” by the use of the gold color and slight gradients rather than shoving it down your throat like the old packaging, for example

On Jul.23.2010 at 12:05 AM

Henricus Kusbiantoro’s comment is:

Great awesome work!! Andy Baron and the team!! So proud of you guys.

On Jul.23.2010 at 12:20 AM

marcus’s comment is:

Love it. Makes me wanna go out and try a High Life. Also love the bigger bust.

On Jul.23.2010 at 01:27 AM

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On Jul.23.2010 at 02:13 AM

Gary Marlowe’s comment is:

Coming from Europe where Miller is ‘just another imported beer’, I think if you showed the before and after logo to people, most would prefer the old version.

As often happens, when designers are brought in to freshen up a logo, while retaining all its design elements, they just end up with something that has less character than the original. The Miller name is now too small in relation to High Life and, to my eyes, it just seems to be change for changes sake.

To be honest what actually looked more interesting was the overlay of the before and after versions which at first I thought was a 3D identity. Now that would have been interesting!

On Jul.23.2010 at 03:06 AM

Mark Petherbridge’s comment is:

This is some really cool peice of work :)

On Jul.23.2010 at 06:32 AM

Spark Creative’s comment is:

FINALLY. A logo that’s actually got simpler and more elegant in the redesign by dropping all the stupid ‘Web 2.0’ bevels and drop shadows. Hopefully this is the beginning of the end of the crappy ‘3D’ logo and we can get back to some good, simple design.

On Jul.23.2010 at 06:56 AM

marca’s comment is:

Professional creation of logomarca, logotipo, brand and identity

On Jul.23.2010 at 07:01 AM

Lewis’s comment is:

I preferred the old one

On Jul.23.2010 at 07:24 AM

Doug Bartow’s comment is:

Well played. The identity is now much better than the actual product.

On Jul.23.2010 at 07:43 AM

SDX’s comment is:

A great example of when simplifying the brand really really works. Great work and massive upgrade.

On Jul.23.2010 at 08:36 AM

Von K’s comment is:

Very nice. Stripping away the needless noise, refining the logo and adding dashes of panache were just what the doctor ordered.

On Jul.23.2010 at 08:44 AM

jen’s comment is:

This is fantastic - a nice side-step / simplification / amplification away from the old without being too far gone. Looks more modern with no gradient, and overall adds a level of fun.

I do wish the “Miller” type was ever-so-slightly bigger. I don’t know if I’d think that if I wasn’t looking at them side by side though.

Very nice.

On Jul.23.2010 at 09:42 AM

Designer Birmingham’s comment is:

Cleaner. Less fussy-good job. Love the patterns.

On Jul.23.2010 at 10:24 AM

Tobar Rodriguez’s comment is:

There a few different things they did that are good one of them is made the girl a lot cleaner. I just don’t think they needed to rebrand there self with type of style It’s a very clingy clean victorian style i see everyone doing and for a major company to go with a trend instead of setting a trend they failed with that part. Don’t get me wrong I like the style i just wanna see a company push the bar for others to follow suit.

I think if anything they could of just started a new product gave it a the branding and take it from there.

On Jul.23.2010 at 10:49 AM

Mrfishyfish’s comment is:

Great overall strategy on the rebrand but the new lucy drawing just doesn’t work for me. It’s clumsy and feels like it was drawn by the entire board.

On Jul.23.2010 at 11:47 AM

Deshler’s comment is:

I love it. The curvy Miller shape has always captivated me, and I am glad to see it simplified and refined. This reminds me of some funky little bar from the 1940s, where my grandfather might have hung out. I just hope it lasts—I can see the NASCAR/NFL crowd, which seems to me to be the base of the Bud Light/Miller/Coors customer base, expecting something bubblier, swooshier, and altogether more obnoxious.

On Jul.23.2010 at 12:31 PM

_Coreails’s comment is:

LOVE IT, Landor impresses once again.

On Jul.23.2010 at 04:00 PM

Monika’s comment is:

I love it. Much better. How refreshing is it that they are going back to a clean, graphic look, after a decade or so of brands going “glossy” and “dimensional”. I love the girl and love how they are embracing the heritage. Really love the patterns and the packaging. Great job!!

On Jul.23.2010 at 05:56 PM

Charlie’s comment is:

Character, charm. Simple rebranding with quite a large effect. I would bet that this increases sales.

On Jul.24.2010 at 01:38 AM

PJ Chmiel’s comment is:

I think it’s pretty nice overall, but the re-working of the illustration is quite bad. She lost whatever charm she had, the new one looks like it was clunked together in Illustrator by someone who doesn’t really know how to draw (with a mouse). I agree that she looks a lot more masculine and vapid now. The face is the worst part, the other areas are better. The face is too washed-out to match the rest of the illustration.

On Jul.24.2010 at 09:13 AM

Nick’s comment is:

Great example of refurbishing an old logo to keep it familiar/retro yet up-to-date. The adjustments are only slight, but I think they’re all in the right direction.

I love that they moved away from the Busch look and more toward the vintage look with their bottle packaging. It doesn’t say ‘I’m going out into the back 40 to hunt’ as much as it says ‘I’m going to grab a beer out of the fridge in the garage and talk about the good ole days’, which seems like a smart move. I don’t think the new look will alienate outdoorsmen as much it will invite other new consumers. Miller has done excellent of late marketing MHL as the premiere vintage, working class beer.

On Jul.24.2010 at 07:36 PM

Nik Daum’s comment is:

I definitely prefer the finesse of the old Lucy illustration. The new one looks a little to vectory and weird in the hands and bottles.

On Jul.24.2010 at 09:01 PM

Silver Persinger’s comment is:

Don’t like. The original looks like a pen drawing. The new one looks overly-adobe illustrator-y. The face is light and not iconic. I don’t like the hair, hat, extended pinky, white moon and stars, diamonds into hearts, and dress.

Looks horrible in my “opinion.”

On Jul.25.2010 at 12:41 AM

Mark’s comment is:

I prefer the old Lucy to the new one, I wish they left her alone.

On Jul.25.2010 at 05:59 PM

Mark’s comment is:

The old Lucy is pretty and has a personality and looks like fun, the new one is stale,dull,and robotic. sigh.

On Jul.25.2010 at 06:12 PM

JohnD’s comment is:

I have to think there was a purposeful reason to the differing scales of ‘Miller’ and ‘High Life.’ A subtle effort to emphasize the High Life lifestyle?

On Jul.25.2010 at 07:35 PM

Eli’s comment is:

Rarely do we see a design reduced in an update. Beautiful.

On Jul.26.2010 at 03:38 AM

Tim Miller’s comment is:

Shrug. This seems to be just a bunch of tweaking, rather than a whole new redesign. Both the logo and Lucy were better before. Not much happening here folks, move along.

On Jul.26.2010 at 07:54 AM

Jerermy’s comment is:

Patterns are great and would have been really attractive on the carriers instead of the typical “beer case” graphics.

“Lucy” lost a lot of old-school charm in the translation: she feels very clip-arty and her fingers freak me out.

I do enjoy how the band creeps up over the bend on the cans for added height. Clever detail.

My .02.

On Jul.26.2010 at 10:08 AM

monty’s comment is:

I do truly love the packaging. Tho, Paul Rand himself could not have designed a way to get me to drink the swill.

On Jul.26.2010 at 10:31 AM

Bill Dawson’s comment is:

All in all a grand success. I really appreciate a redo that relies on quality illustration and design over bullshit rhetoric and positioning statements.

But @Everett’s point about the core values of the Miller consumer is well made. I believe that stunt packaging will overtake this vastly improved design in short order (NASCAR, e.g.).

The overall look hearkens to a Hatch Show Print meets Chas. Anderson (CSA) blend.

My one criticism is that the beautiful Miller script has been reduced in favor of the larger High Life. I understand the marketing position; but this is a much too literal emphasis on the High Life.I think a better balance might have been made, keeping Miller larger but still compatible with the much improved High Life.

On Jul.26.2010 at 03:07 PM

jlh’s comment is:

Man, this is so excellent that I am actually-kinda-sorta-not-really-but-still-just-a-bit-although-not-all-that-seriously-but-definitely-more-than-ever-before thinking about drinking a Miller High Life! I’ll probably have a Harpoon instead, but still!

On Jul.26.2010 at 04:19 PM

TZ’s comment is:

they are using the 70’s and 80’s logo again. alot of companies recycling old logos.

On Jul.27.2010 at 03:57 PM

thxcolm’s comment is:

I loved High Life the beer before the redesign, and I love the packaging even more now after!

On Jul.27.2010 at 05:16 PM

MSGDS’s comment is:

Very well done. I love the whole package.

On Jul.27.2010 at 08:43 PM

sfaustina’s comment is:

Yea! they lost the gradient.

On Jul.27.2010 at 10:47 PM

Peter Tang’s comment is:

Wow..that’s rebranding! Very nicely done this one!

Never liked gradients on logos…always a problem on reductions and reproductions…

congrats!!

On Jul.28.2010 at 11:02 AM

jake’s comment is:

haha. this is crazy. i have been using the inside of the miller highlife 30 pack as a background for some pictures! Its great!

http://sphotos.ak.fbcdn.net/hphotos-ak-snc4/hs186.snc4/37654_527048719306_132501604_31168137_6822386_n.jpg

On Jul.28.2010 at 02:30 PM

Mitch Lindgren’s comment is:

I’m sure the research Landor did included placing the packaging in a liquor store. Since most beer is sold in a refrigerated case that slides the 12 pk cans and 6 pk bottles on their ends facing out I find it odd that the Woman on the Moon is now what consumers will see first. You won’t see the can or bottle label until after you’ve purchased the product.

I find it very risky to place my entire brand redesign at shelf on this Woman on the Moon.

In the end it feels more like a microbrew. Most small breweries have no sweaty bottles or appetite appeal. As always - what was old is now new and what was new is now old.

On Jul.29.2010 at 11:55 AM

xlfromhell’s comment is:

love the new look, but the product sells it self just try it. or maybe not….nah stick to your microbrew and i’ll keep my miller thanks

On Aug.18.2010 at 09:23 PM

Yael’s comment is:

I like it as a whole, nicer and simpler. It’s nice to see a redesign that’s so subtle, but so effective.

Not wild about Lucy either…although the thing that bothered me most, aside from her new face, is that damn tip of the crown of the hat, sticking over her head. I mean, it turned it from a classy 40’s hat into a sombrero. Odd.

On Aug.20.2010 at 05:32 PM

simon’s comment is:

Weaker logo now - “Millars” looks too small and get’s lost on the shape. Poor design.

Old logo and packaging was better, and said “beer” more than this new stuff, that looks a little clinical and over-designed for the sake of it.

On Aug.23.2010 at 03:55 PM

Markus’s comment is:

Great redesign but Lucy now looks a bit like a generic clip art piece

On Aug.25.2010 at 01:52 AM

the 750 shop’s comment is:

The old witch is better.

On Aug.25.2010 at 01:53 PM

jay’s comment is:

hahahaha better cleavage.. love it

On Aug.27.2010 at 01:11 AM