Milli Brewing Company Brand Identity
Art Direction by Caleb Heisey
The task: Create a brand identity for Joe and Linda McMiller, a couple who started brewing craft beer a couple years back. The couple has already started selling their product nationally, and is ready to take it global. They decided the next step was to clean up their branding and really create a presence for themselves in the over saturated market of craft beer.
The solution: Milli is a brand that is fun, young, and full of life. The target audience is age 23-35. It is for those who want to take a step back from the seriousness of life and have a little fun. Milli facilitates fun, and let’s them know that it’s okay to be silly and let their hair down. Its popping colors make it stand out on the shelves and its funky geometric patterns activate and energize any space. This strategy leaves plenty of room for expansion into environmental design, such as a brewery or vending truck. Since McMiller’s started making a name for itself in the last few years, appearing fresh to appeal to a younger market is a way to play on that. The geometric designs fit together perfectly, to show that Milli brews the perfect beer. The pride they take in their product shines through with clean shapes, assuring people who choose Milli, the product is quality.
Bright colors and playful texture bring the audience back to a time when they had less cares and could have a little fun. The letters alternate colors, and the “i’s” have varying heights to show the energy and the inclusivity of the product. Dancing letters allude to fun gatherings with friends.
Changing colors bring a light hearted tone to the brand. No matter who you are, and who you surround yourself with, Milli is for you.
Changing colors bring a light hearted tone to the brand. No matter who you are, and who you surround yourself with, Milli is for you.
Milli’s geometric design and bright colors pop off of any shelf. The packaging is approachable and whimsical, making it easy for anyone to connect with.
The way people interact with a brand in day to day life is important. That’s what fosters a relationship between the brand and the world. Milli can activate any space, whether it’s the drink you're holding in your hand, a business card, billboard, mural, or sponsored event.
