![](https://assets-global.website-files.com/649f5d4e1c04e40477a32ecf/649f5d4e1c04e40477a32f5c_Millers-Billboard.jpg)
THE BEST THING BETWEEN TWO BUNS
Brand Identity, Illustration, Photography,
Packaging, Campaign
Branding Miller’s Famous Sandwiches to Scale
Rhode Island-based Roast Beef company, Miller’s, set out to franchise their long standing sandwich shop. We set out to take their mom and pop feel and give them a brand identity that could scale into the franchise space. We were careful not to lose any hard earned brand integrity and took inspiration from where the brand began.
Brand Identity & Strategy
Illustration
Product & Packaging Design
Campaign
Photography: Fly Lords
Film: Timber & Frame
![](https://assets-global.website-files.com/649f5d4e1c04e40477a32ecf/649f5d4e1c04e40477a3304d_Millers_Logo_RGB-color.webp)
![](https://assets-global.website-files.com/649f5d4e1c04e40477a32ecf/649f5d4e1c04e40477a3304e_Image%201.webp)
Over the course of 50 years, Millers’ mark had changed a number of times in ways that pulled them away from their roots and their overall brand identity. We were challenged to bring them back to where they started in a way that felt modern and ownable.
![](https://assets-global.website-files.com/649f5d4e1c04e40477a32ecf/649f5d4e1c04e40477a3304f_Image%202.webp)
We gave their original 1960s mark some TLC and simplified their color pallet to create a fun and charming identity. The way comfort food should be.
![](https://assets-global.website-files.com/649f5d4e1c04e40477a32ecf/649f5d4e1c04e40477a33052_Mask%20Group%201422.webp)
![](https://assets-global.website-files.com/649f5d4e1c04e40477a32ecf/649f5d4e1c04e40477a33051_Mask%20Group%201414.webp)
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The new mark became a unifying force across brand collateral. The hand designed typography inspired the hand drawn characteristics of the illustrations. With Miller’s being so involved in the community and a local favorite since 1968, it was important to weave a human touch throughout the brand expression.
![](https://assets-global.website-files.com/649f5d4e1c04e40477a32ecf/649f5d4e1c04e40477a33053_Millers_illo_v2-01.webp)
Millers was in need of ownable elements that created a new level of brand recognition. Each illustration aims to personify the community’s love for Millers while playing off clever language.
![](https://assets-global.website-files.com/649f5d4e1c04e40477a32ecf/649f5d4e1c04e40477a33054_Mask%20Group%201409.webp)
![](https://assets-global.website-files.com/649f5d4e1c04e40477a32ecf/649f5d4e1c04e40477a33055_Mask%20Group%201413.webp)
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It was important to capture Miller’s signature Roast Beef in a way that could work across all of the signage and materials key for a franchised brand. This means our food photos needed to look enticing at all sizes from menus to billboards. We think they speak for themselves!
![](https://assets-global.website-files.com/649f5d4e1c04e40477a32ecf/649f5d4e1c04e40477a33059_Mask%20Group%201419.webp)
![](https://assets-global.website-files.com/649f5d4e1c04e40477a32ecf/649f5d4e1c04e40477a33058_Mask%20Group%201415.webp)
![](https://assets-global.website-files.com/649f5d4e1c04e40477a32ecf/649f5d4e1c04e40477a33057_Millers_topdown_DerekBissonnette-2-copy-2.webp)
Ultimately we were able to provide Miller’s with a fresh brand identity that can work both at a local and national level. Their colors, logo, and typographyset them up to stand out in a saturated space. The vintage feeling provides the proper nod to Miller’s history while still embracing a simplicity and modern approach that scales.