{"id":14007,"date":"2026-07-10T11:59:49","date_gmt":"2026-07-10T15:59:49","guid":{"rendered":"https:\/\/www.packagingindustrynews.com\/?p=14007"},"modified":"2026-07-10T11:59:49","modified_gmt":"2026-07-10T15:59:49","slug":"soulsight-refreshes-miller-high-life-by-elevating-one-of-the-brands-most-iconic-assets","status":"publish","type":"post","link":"https:\/\/www.packagingindustrynews.com\/?p=14007","title":{"rendered":"Soulsight Refreshes Miller High Life By Elevating One of the Brand\u2019s Most Iconic Assets"},"content":{"rendered":"<p> <br \/>\n<\/p>\n<div>\n<ul style=\"border-color:#000000;border-width:3px;border-top-left-radius:30px;border-top-right-radius:30px;border-bottom-left-radius:30px;border-bottom-right-radius:30px\" class=\"wp-block-list is-style-default has-border-color has-bg-shade-background-color has-background has-small-font-size\">\n<li>Branding agency Soulsight refreshed the visual identity and packaging for Miller High Life.<\/li>\n<li>Besides a crisper color palette and a modern, simplified branding, Soulsight also gives greater prominence to Miller High Life\u2019s \u201cGirl in the Moon. The brand\u2019s bottle designs, however, remain unchanged.<\/li>\n<\/ul>\n<p class=\"wp-block-paragraph\">Miller High Life is the brewer\u2019s oldest brand, and while in recent years most drinkers would put the beer in the dive-bar hall of fame alongside other legends like PBR, at one point, it was actually considered a premium beer. When Miller High Life debuted in 1903, its high carbonation and champagne-like bottle shape inspired the \u201cChampagne of Beers\u201d tagline. However, the brewer distanced itself from that perception around 1970 with the new, and ultimately successful, tagline, \u201cIt\u2019s Miller Time.\u201d This coincided with a few unfortunate packaging updates, but thankfully, they scrapped all that, and now we have the bottle we\u2019ve all grown to love.<\/p>\n<figure class=\"wp-block-image size-full\"><\/figure>\n<p class=\"wp-block-paragraph\">Of course, that doesn\u2019t mean other parts of Miller High Life\u2019s branding don\u2019t need a little tightening up now and again.<\/p>\n<p class=\"wp-block-paragraph\">Recently, the beermaker underwent a redesign and enlisted the CPG branding agency\u00a0<a href=\"https:\/\/www.soulsight.com\/cpg-branding-agency?gad_source=1&amp;gad_campaignid=23523373824&amp;gbraid=0AAAABCSFhTeCe2cjz_Pa3zDiPBuh4nO3K&amp;gclid=Cj0KCQjwsMLSBhD9ARIsAIpUTDq9u7cLAcfh8ZK4R8bt2xv_oagG6vTYR3uwQUkKhWFipFfxBBYlaZYaAk6PEALw_wcB\" target=\"_blank\" rel=\"noopener\">Soulsight<\/a>\u00a0to freshen up the beloved brewski while maintaining what makes it so special.<\/p>\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" data-recalc-dims=\"1\" decoding=\"async\" width=\"2560\" height=\"1394\" src=\"https:\/\/i0.wp.com\/thedieline.com\/wp-content\/uploads\/2026\/07\/HighLifeRedesign_DieLine_v1_SM_HeroImage3-scaled.jpg?resize=2560%2C1394&amp;quality=70&amp;ssl=1\" alt=\"\" class=\"wp-image-585544\" srcset=\"https:\/\/i0.wp.com\/thedieline.com\/wp-content\/uploads\/2026\/07\/HighLifeRedesign_DieLine_v1_SM_HeroImage3-scaled.jpg?w=2560&amp;quality=70&amp;ssl=1 2560w, https:\/\/i0.wp.com\/thedieline.com\/wp-content\/uploads\/2026\/07\/HighLifeRedesign_DieLine_v1_SM_HeroImage3-scaled.jpg?resize=300%2C163&amp;quality=70&amp;ssl=1 300w, https:\/\/i0.wp.com\/thedieline.com\/wp-content\/uploads\/2026\/07\/HighLifeRedesign_DieLine_v1_SM_HeroImage3-scaled.jpg?resize=1024%2C557&amp;quality=70&amp;ssl=1 1024w, https:\/\/i0.wp.com\/thedieline.com\/wp-content\/uploads\/2026\/07\/HighLifeRedesign_DieLine_v1_SM_HeroImage3-scaled.jpg?resize=768%2C418&amp;quality=70&amp;ssl=1 768w, https:\/\/i0.wp.com\/thedieline.com\/wp-content\/uploads\/2026\/07\/HighLifeRedesign_DieLine_v1_SM_HeroImage3-scaled.jpg?resize=2048%2C1115&amp;quality=70&amp;ssl=1 2048w, https:\/\/i0.wp.com\/thedieline.com\/wp-content\/uploads\/2026\/07\/HighLifeRedesign_DieLine_v1_SM_HeroImage3-scaled.jpg?resize=600%2C327&amp;quality=70&amp;ssl=1 600w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\"\/><\/figure>\n<p class=\"wp-block-paragraph\">\u201cOur creative journey started in a basement in Milwaukee, where Molson Coors keeps an impressive archive of Miller High Life\u2019s historical assets such as cans, bottles, packaging, barware, signage, and advertising,\u201d says Stephen Merlo, Soulsight creative director. \u201cLooking at 123 years of history spread out, we were reminded that we\u2019re caretakers of this brand as much as anything, and we wanted to stay true to its DNA with every adjustment we made.<\/p>\n<p class=\"wp-block-paragraph\">Soulsight retained the signature brand elements, crisped and simplified the color palette, and removed the gold pinstripe from the soft cross logo. The cans are now lighter, with the green background replaced by a champagne-like gold, and the white band at the center of the can labels has been brightened.<\/p>\n<p class=\"wp-block-paragraph\">The most noticeable change to Miller High Life\u2019s brand identity, however, is the more prominent role of the \u201cGirl in the Moon,\u201d a brand asset used by the beer since 1907.<\/p>\n<figure class=\"wp-block-image size-full\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"2560\" height=\"1394\" src=\"https:\/\/i0.wp.com\/thedieline.com\/wp-content\/uploads\/2026\/07\/HighLifeRedesign_DieLine_v1_SM_HeroImage6-scaled.jpg?resize=2560%2C1394&amp;quality=70&amp;ssl=1\" alt=\"\" class=\"wp-image-585549\" srcset=\"https:\/\/i0.wp.com\/thedieline.com\/wp-content\/uploads\/2026\/07\/HighLifeRedesign_DieLine_v1_SM_HeroImage6-scaled.jpg?w=2560&amp;quality=70&amp;ssl=1 2560w, https:\/\/i0.wp.com\/thedieline.com\/wp-content\/uploads\/2026\/07\/HighLifeRedesign_DieLine_v1_SM_HeroImage6-scaled.jpg?resize=300%2C163&amp;quality=70&amp;ssl=1 300w, https:\/\/i0.wp.com\/thedieline.com\/wp-content\/uploads\/2026\/07\/HighLifeRedesign_DieLine_v1_SM_HeroImage6-scaled.jpg?resize=1024%2C557&amp;quality=70&amp;ssl=1 1024w, https:\/\/i0.wp.com\/thedieline.com\/wp-content\/uploads\/2026\/07\/HighLifeRedesign_DieLine_v1_SM_HeroImage6-scaled.jpg?resize=768%2C418&amp;quality=70&amp;ssl=1 768w, https:\/\/i0.wp.com\/thedieline.com\/wp-content\/uploads\/2026\/07\/HighLifeRedesign_DieLine_v1_SM_HeroImage6-scaled.jpg?resize=2048%2C1115&amp;quality=70&amp;ssl=1 2048w, https:\/\/i0.wp.com\/thedieline.com\/wp-content\/uploads\/2026\/07\/HighLifeRedesign_DieLine_v1_SM_HeroImage6-scaled.jpg?resize=600%2C327&amp;quality=70&amp;ssl=1 600w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\"\/><\/figure>\n<figure class=\"wp-block-image size-full\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"2560\" height=\"1394\" src=\"https:\/\/i0.wp.com\/thedieline.com\/wp-content\/uploads\/2026\/07\/HighLifeRedesign_DieLine_v1_SM_HeroImage2-scaled.jpg?resize=2560%2C1394&amp;quality=70&amp;ssl=1\" alt=\"\" class=\"wp-image-585547\" srcset=\"https:\/\/i0.wp.com\/thedieline.com\/wp-content\/uploads\/2026\/07\/HighLifeRedesign_DieLine_v1_SM_HeroImage2-scaled.jpg?w=2560&amp;quality=70&amp;ssl=1 2560w, https:\/\/i0.wp.com\/thedieline.com\/wp-content\/uploads\/2026\/07\/HighLifeRedesign_DieLine_v1_SM_HeroImage2-scaled.jpg?resize=300%2C163&amp;quality=70&amp;ssl=1 300w, https:\/\/i0.wp.com\/thedieline.com\/wp-content\/uploads\/2026\/07\/HighLifeRedesign_DieLine_v1_SM_HeroImage2-scaled.jpg?resize=1024%2C557&amp;quality=70&amp;ssl=1 1024w, https:\/\/i0.wp.com\/thedieline.com\/wp-content\/uploads\/2026\/07\/HighLifeRedesign_DieLine_v1_SM_HeroImage2-scaled.jpg?resize=768%2C418&amp;quality=70&amp;ssl=1 768w, https:\/\/i0.wp.com\/thedieline.com\/wp-content\/uploads\/2026\/07\/HighLifeRedesign_DieLine_v1_SM_HeroImage2-scaled.jpg?resize=2048%2C1115&amp;quality=70&amp;ssl=1 2048w, https:\/\/i0.wp.com\/thedieline.com\/wp-content\/uploads\/2026\/07\/HighLifeRedesign_DieLine_v1_SM_HeroImage2-scaled.jpg?resize=600%2C327&amp;quality=70&amp;ssl=1 600w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\"\/><\/figure>\n<p class=\"wp-block-paragraph\">\u201cThe Girl in the Moon has been a beloved asset of the brand for generations, whether that\u2019s brand loyalists getting her tattooed on their arms or serving as an icon of discovery for new consumers. She has historically played a role on the iconic bottle, but we sought to bring more character to the brand packaging by amplifying this distinctive asset that consumers love,\u201d Merlo says.<\/p>\n<p class=\"wp-block-paragraph\">New outer boxes now feature the Girl on the Moon above the revised red soft cross, and an image of the updated bottle sits to one side. The dark green stripe along the bottom has been removed, and its color is repurposed for secondary text. The \u201cChampagne of Beers\u201d utilizes a similar script font, but now in a brighter yellow.<\/p>\n<figure class=\"wp-block-image size-full\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"2560\" height=\"1394\" src=\"https:\/\/i0.wp.com\/thedieline.com\/wp-content\/uploads\/2026\/07\/HighLifeRedesign_DieLine_v1_SM_HeroImage7-scaled.jpg?resize=2560%2C1394&amp;quality=70&amp;ssl=1\" alt=\"\" class=\"wp-image-585548\" srcset=\"https:\/\/i0.wp.com\/thedieline.com\/wp-content\/uploads\/2026\/07\/HighLifeRedesign_DieLine_v1_SM_HeroImage7-scaled.jpg?w=2560&amp;quality=70&amp;ssl=1 2560w, https:\/\/i0.wp.com\/thedieline.com\/wp-content\/uploads\/2026\/07\/HighLifeRedesign_DieLine_v1_SM_HeroImage7-scaled.jpg?resize=300%2C163&amp;quality=70&amp;ssl=1 300w, https:\/\/i0.wp.com\/thedieline.com\/wp-content\/uploads\/2026\/07\/HighLifeRedesign_DieLine_v1_SM_HeroImage7-scaled.jpg?resize=1024%2C557&amp;quality=70&amp;ssl=1 1024w, https:\/\/i0.wp.com\/thedieline.com\/wp-content\/uploads\/2026\/07\/HighLifeRedesign_DieLine_v1_SM_HeroImage7-scaled.jpg?resize=768%2C418&amp;quality=70&amp;ssl=1 768w, https:\/\/i0.wp.com\/thedieline.com\/wp-content\/uploads\/2026\/07\/HighLifeRedesign_DieLine_v1_SM_HeroImage7-scaled.jpg?resize=2048%2C1115&amp;quality=70&amp;ssl=1 2048w, https:\/\/i0.wp.com\/thedieline.com\/wp-content\/uploads\/2026\/07\/HighLifeRedesign_DieLine_v1_SM_HeroImage7-scaled.jpg?resize=600%2C327&amp;quality=70&amp;ssl=1 600w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\"\/><\/figure>\n<p class=\"wp-block-paragraph\">While the cans got a glow-up, the bottle designs remained unchanged. It\u2019s unclear why that touchpoint was left alone, but it was a pretty solid design to begin with, and the Girl in the Moon was already in an elevated position on the bottle neck.<\/p>\n<p class=\"wp-block-paragraph\">If one of the main strategic changes is to bring more attention to the Girl in the Moon, of course, well, the bottles had already accomplished that. Without even a slight update, the bottle design feels slightly out of place in the grand scheme of the refresh.<\/p>\n<figure class=\"wp-block-image size-full\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"2560\" height=\"1394\" src=\"https:\/\/i0.wp.com\/thedieline.com\/wp-content\/uploads\/2026\/07\/HighLifeRedesign_DieLine_v1_SM_HeroImage5-scaled.jpg?resize=2560%2C1394&amp;quality=70&amp;ssl=1\" alt=\"\" class=\"wp-image-585550\" srcset=\"https:\/\/i0.wp.com\/thedieline.com\/wp-content\/uploads\/2026\/07\/HighLifeRedesign_DieLine_v1_SM_HeroImage5-scaled.jpg?w=2560&amp;quality=70&amp;ssl=1 2560w, https:\/\/i0.wp.com\/thedieline.com\/wp-content\/uploads\/2026\/07\/HighLifeRedesign_DieLine_v1_SM_HeroImage5-scaled.jpg?resize=300%2C163&amp;quality=70&amp;ssl=1 300w, https:\/\/i0.wp.com\/thedieline.com\/wp-content\/uploads\/2026\/07\/HighLifeRedesign_DieLine_v1_SM_HeroImage5-scaled.jpg?resize=1024%2C557&amp;quality=70&amp;ssl=1 1024w, https:\/\/i0.wp.com\/thedieline.com\/wp-content\/uploads\/2026\/07\/HighLifeRedesign_DieLine_v1_SM_HeroImage5-scaled.jpg?resize=768%2C418&amp;quality=70&amp;ssl=1 768w, https:\/\/i0.wp.com\/thedieline.com\/wp-content\/uploads\/2026\/07\/HighLifeRedesign_DieLine_v1_SM_HeroImage5-scaled.jpg?resize=2048%2C1115&amp;quality=70&amp;ssl=1 2048w, https:\/\/i0.wp.com\/thedieline.com\/wp-content\/uploads\/2026\/07\/HighLifeRedesign_DieLine_v1_SM_HeroImage5-scaled.jpg?resize=600%2C327&amp;quality=70&amp;ssl=1 600w\" sizes=\"auto, (max-width: 1000px) 100vw, 1000px\"\/><\/figure>\n<p class=\"wp-block-paragraph\">\u201cRedesigning an iconic heritage brand is an exercise in thoughtful curation. It\u2019s about uncovering opportunities to strategically refine the consumer experience while staying true to the brand\u2019s heritage, preserving its defining characteristics, amplifying long-standing assets that deserve renewed emphasis, and making meaningful improvements where they matter most. Striking that balance between heritage and progress can be a challenge, but it\u2019s also the most rewarding part of the process, and one we love to take on,\u201d Stephen says.<\/p>\n<p class=\"wp-block-paragraph\">Miller High Life\u2019s refresh comes as beer sales continue to slide amid consumers drinking less and rising gas prices, which are negatively correlated with\u00a0<a href=\"https:\/\/www.cnbc.com\/2026\/05\/13\/beer-demand-stumbles-as-gas-prices-surge-data-show.html\" target=\"_blank\" rel=\"noopener\">purchases<\/a>\u00a0in attached convenience stores. Those headwinds might be tempered at the moment by the FIFA World Cup, perhaps making this summer a good time to debut a refreshed look for Miller High Life.<\/p>\n<\/div>\n<p><br \/>\n<br \/><a href=\"https:\/\/thedieline.com\/soulsight-refreshes-miller-high-life-by-elevating-one-of-the-brands-most-iconic-assets\/\">Source link <\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Branding agency Soulsight refreshed the visual identity and packaging for Miller High Life. Besides a crisper color palette and a modern, simplified branding, Soulsight also gives greater prominence to Miller High Life\u2019s \u201cGirl in the Moon. The brand\u2019s bottle designs, however, remain unchanged. Miller High Life is the brewer\u2019s oldest brand, and while in recent [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":14008,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[165],"tags":[],"class_list":["post-14007","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-packaging-news"],"_links":{"self":[{"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=\/wp\/v2\/posts\/14007","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=14007"}],"version-history":[{"count":0,"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=\/wp\/v2\/posts\/14007\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=\/wp\/v2\/media\/14008"}],"wp:attachment":[{"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=14007"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=14007"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.packagingindustrynews.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=14007"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}