While so many companies tweak their brand packaging so it’s fresh for new seasons, ‘MillerCoors’—usually known as Miller Brewing Company—was no different when it teamed up with ‘4sight’ design firm to repackage its Miller Lite brew bottle for Summer 2013. Launching in conjunction with Owen Wilson and Vince Vaughn’s latest comedy ‘Internship,' Miller Lite is set to be this summer’s hottest light beer.
Their first change in over four decades, Miller opted for something noticeable and big. First off, Miller scrapped the long neck bottle design and opted for something shorter, giving more modern emphasis to the bottle’s structure and the Miller Lite logo. Secondly, Miller added a grip texture on to the entire bottle for a more functional design and, let’s be honest, to advert spills on the bar floor. Though both changes are striking and definitely noticeable, many say a better bottle guarantees a better taste and let’s hope it’s true in this case!
Iconic Beer Branding Makeovers
Miller Lite Gets a Design Makeover for Summer 2013
Trend Themes
1. Beer Branding Redesigns - Major beer companies are redesigning their logo and packaging to stay fresh and relevant in consumers' minds, creating opportunities for designers and marketing agencies.
2. Functional Beer Packaging - Beer companies are incorporating functional features into their packaging, such as grip textures and ergonomic designs, creating opportunities for packaging design innovation.
3. Celebrity-endorsed Product Launches - Collaborating with celebrities for product launches is becoming a popular trend in the beverage industry, creating opportunities for celebrity endorsements and partnerships.
Industry Implications
1. Beer Industry - Beer companies are rethinking their branding and packaging to appeal to modern consumers, creating opportunities for branding agencies and packaging designers within the industry.
2. Design Industry - The need for innovative and functional beer packaging designs is increasing, creating opportunities for packaging and industrial designers within the design industry.
3. Entertainment Industry - Collaborating with celebrities for product launches is becoming a trend in the beverage industry, creating opportunities for celebrity endorsements and partnerships within the entertainment industry.