Turner Duckworth co-founder and co-chairman Bruce Duckworth is joined by Executive Creative Director Mark Waters and Creative Director Miles Marshall to discuss their collaboration with beer brand Miller Lite.

Turner Duckworth were approached by the brand after it had seen the award-winning work they had done for Coca Cola. Its sales were down and the brand needed to make some changes. “Our role really was to take that success and turn it into long-term success through design and branding,” says Duckworth. “We took that white can, and the client wanted every single element on that can to be designed, so in the future they could use it in various different branding opportunities.”

The team were based in London, which meant they looked at Miller Lite through fresh eyes. They began by examining the original brand design. “You have to think about the key elements, the completely unmistakable design elements and really refine those… It should have a memory of the past but also makes things look better, and then you have to be really restrictive about how you use those elements,” says Duckworth.

And Duckworth’s secret to a long and happy business relationship? “It’s very simple, for client relationships to be long lasting you need to produce great work all the time.”