Miller MGD64

Packaging Concept

A rebranding assignment for Miller Genuine Draft Light. With an abbreviated name—MGD64—this package targets design-oriented, tech-savvy city guys who want flavor without the calories. Our dark, minimal design conveys taste and modernity, meant to be a counterpoint to other light beers that use lighter colors and thin graphics.

We kept a very minimal approach to the brand elements:  the MGD64 lockup and a humanist sans-serif employed with generous letterspacing, and a gradated dot pattern.