Cannes Lions

MILLER GENUINE DRAFT PACKAGING RE-DESIGN

TURNER DUCKWORTH LONDON & SAN FRANCISCO , London / MILLER BRANDS / 2015

Presentation Image

Overview

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Credits

Overview

Execution

The Miller Genuine Draft cans are made up of two sides, the classic front of pack contains illustrations of the quality ingredients that make up the premium beer. The refined branding of MGD remains front facing and linked to the contemporary face with a black rhomboid that connects both sides of the can. The large crop of the Miller script has been crafted for added depth and impact. Giving the option to display the cans on alternate faces on shelf.

Outcome

The textured vignette of the two golds adds depth and interest. Our intention was to create a premium can that has great on shelf impact and a continued discovery when in hand.

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