Miller Genuine Draft is an iconic brand famous and enjoyed around the globe. Its cans, be it the standard ones or the limited editions, always attract attention on the shelves and help the brand to confirm among its consumers the position of a premium, exceptionally smooth beer. Following on this trend, the brand decided to introduce a can that would underline the premium quality and celebrate the iconic assets at their most. We decided to go bold and brave. A fully black can is a feast for the eyes. The simplicity sends a clear message about the brand’s relevance for modern consumers. However, the clean minimal blackness gives space for glorifying the typical logo block with the circular composition, typical red-accented center and arched with the famous eagle. For this new can, the logo block has been simplified to stand out strongly. The other iconic element of the identity – the beautifully scripted initial M – decorates the can with another strong golden accent. Small details, like the signature and even the placement of legal texts are precisely positioned to allow the minimal black design to excel in its elegance. The can is printed with satin matt finish, which makes the tactile experience exceptionally smooth. The new global can has already been launched in Hungary, Chile and Paraguay and more countries are to follow.
CREDIT
- Agency/Creative: Cocoon Prague
- Article Title: The Black Miller Genuine Draft by Cocoon Prague
- Organisation/Entity: Agency
- Project Type: Photography
- Project Status: Published
- Agency/Creative Country: Czech Republic
- Agency/Creative City: Czech Republic
- Market Region: Global
- Project Deliverables: Packaging Design
- Industry: Food/Beverage
- Keywords: WBDS Agency Design Awards 2021/22
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Credits:
Designer: Lenka Pavlicova, Jose Sabino Jr., Sasha Sharavarau
Design Director: Martynas Birskys
Creative Director: Karolina Belohlavkova
Account Manager: Tomas Vesely
Account Director: Ana Maselli
3D Visualizer: Petr Ludvik, Thibault Schubel Drévillon
Photographer: Martynas Birskys
Client: Molson Coors Beverage
