Genuine Substance

Genuine Substance

Things don’t get more genuine than Miller Genuine Draft (MGD).

It’s about the real moments that provide depth and discovery. In a world of fake news and uncertainty, there’s a growing need for genuineness. But after MGD established itself as one of the biggest US beer brands in the ’90s with its unique cold-filtered process, the beer cooler staple lost sight of what it stood for.

We brought back realness with a new identity that embraces a more authentic nothing-to-hide brand aesthetic. A celebration of the people that forge their own path.

Still gold, black and red, the brand has been stripped back to a rawer and more rugged version of itself.

Always present, but never celebrated, the Eagle symbol has been super-charged to become a recognisable brand icon. Reflecting American pride and integrity. Remade by hand, it’s been crafted with skill and care. Its more characterful and confident depiction soars across the packaging. Overlapping with the bold red circle, it creates a powerful distinctive asset on shelf.

With a brave brand world, real and straightforward tone of voice and a more contemporary typography style, MGD is genuine throughout.

“The talented and thoughtful team at BrandOpus have crafted a new identity for Miller Genuine Draft which amplifies the equities and reimagines them for today and the future.”

Anne Pando, Marketing Director
Miller Genuine Draft