Client: Efes Rus

Work: The first can design


Projects for the Efes holding rightly pertain to the most image-building works in the agency’s portfolio. Miller brand has long settled as a symbol of a certain life-style of its target audience. “Svoe Mnenie” had a new challenge – to come up with a design of the first aluminum can of Miller in Russia. The packaging should have communicated the general music focus and status of the legendary brand



Loudspeaker-shaped can perfectly conveys the brand essence and its positioning. It is made as a pocket speaker, imbued with different musical symbols – loudspeaker net, equalizers. Closer to its bottom it has a clearly identifiable “Play” button, which can be used as a marker for interactive projects. Another uncommon novelty is that the design solution can be felt, not only seen: the loudspeaker net surface on the aluminum can is imitated by a special textured print.


At first, the customer planned to issue a limited series of cans: make some exploratory steps and evaluate risks. But the project offered by “Svoe Mnenie” impressed the EFES’s international office, which approved the design for regular series of the product. From March 2015 the first Miller can in Russia may be officially bought in most Russian retail networks.

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