Global brand agency The Brand Union is set to roll out a new international identity for SABMiller’s most established beer brand, Miller Genuine Draft. Briefed to harmonise a brand across multiple markets, The Brand Union developed strong and consistent iconography. A contemporary take on a classic beer, the revitalised design retains the iconic Miller eagle but breathes new life into it with an uplifting treatment, also embossed on the neck. The long neck of the bottle will also feature the Miller Brewing Company crest and heritage story, applied here for quality cues. And a new colour palette sees richer blacks and reds and a fresher gold lift the primary and secondary packaging, while the overall label detailing has been simplified to deliver maximum impact and brand recognition. First brewed in 1855 and launched to the American market in 1986, Miller Genuine Draft is produced through a pioneering filtration process that bypasses the heat treatment used by most brewers. Instead, the