Decatur Staley’s x Miller Lite
Tasked with designing a custom Decatur Staley’s (the original Chicago Bears) logo and packaging system for a limited-edition Miller Lite collaboration, celebrating the deep Midwest sports heritage of both brands. My work brought this legacy project to life with a retro-inspired identity that resonated with fans and boosted visibility across local accounts.
Scope & Vision
The ask was to honor Miller Lite’s partnership with Decatur Staley’s (the original name of the Chicago Bears) through a special-edition can design and supporting visuals. I was responsible for crafting a logo that blended vintage football aesthetics with Miller Lite’s classic Americana tone, anchoring the visual identity for the full campaign. At the time, Miller Lite was leaning into their 2D/simplified can logo and I wanted to mock that same visual here.
Approach
I began by hand-sketching and designing a custom Decatur Staley’s logo, drawing inspiration from old-school football iconography and heritage typography. Once the logo was finalized, I built a cohesive identity system around it, designing the limited-edition can as the hero piece. The campaign extended into branded apparel, posters, and point-of-sale materials, ensuring a consistent look and feel across on-premise activations.
Execution & Deliverables
Designed the Decatur Staley’s logo featured on Miller Lite’s limited-edition cans
Created the full packaging design, balancing retro aesthetics with Miller Lite’s brand standards
Developed branded apparel designs (t-shirts, hats) using the new logo system
Designed print materials for bars, retail displays, and local event activations
Outcome: Launched a distinctive, collector-worthy campaign that celebrated the legacy of the Decatur Staley’s while staying true to Miller Lite’s iconic brand identity. The limited-run can and supporting materials connected with fans, amplified local engagement, and boosted Miller Lite’s visibility across Central Illinois-area accounts.
Can + Logo
Fan Gear
On-Premise Activation Assets
Other Miller Lite and Bears Designs
