All hail the ale
October is coming to a quick end – don’t they all – and the last late Oktoberfest parties were hurriedly thrown last weekend, squeezing in just before Halloween. The end of this month is therefore a perfect occasion to share our thoughts on the beer industry and the marketing around it. Our Digital Marketing Executive Hayley – an avid beer drinker herself, passionate about ales – takes a close look at the beautiful romance of design and hops.
As an agency we have designed, developed and created many campaigns for our clients in the hospitality and food & drink industry. Whilst we all love an occasional beer, it’s the creativity, quirkiness and trendiness of the beer industry that really drove us to get more involved with breweries in Yorkshire. Beer sales keep rising for the companies that dare to go wild using striking artwork on their cans/bottles and as more beer companies are catching onto this trend, trying to stand out on the shelves, it is more important than ever to get creative.
Our research suggests that beer drinkers like to try brands with bold and interesting packaging as they are believed to be the most interesting in flavour. With craft beer being a delicious and expensive hobby, consumers feel more compelled to buy a more pricey IPA over the standard lager if it’s more visually intriguing; it can even become a social brand experience when, e.g. it’s proudly shared on consumers’ Instagram story.
When start-up brewery, Twisted Angel came to us with a brief to update their brewery labels, our Senior Graphic Designer, Joe Savery jumped at the opportunity. Twisted Angel didn’t want to follow a traditional style of branding; they had a clear vision and wanted to develop predominantly stronger ABV beers with the emphasis on creating quality, flavoursome craft beers and lagers that stand out not only in a pub but also on a fridge shelf. We provided Twisted Angel with eye-catching designs that are instantly recognisable, whether it be a pump clip on a bar or a poster hanging on someone’s wall, transforming the concept designs into a viable, strong toolkit that Twisted Angel can be proud to showcase. The creative work we produced for Twisted Angel has been recognised and has been nominated for the Creative Impact Award at the Huddersfield Examiner Business Awards.
We have looked into different campaigns in the industry, to see what is capturing people’s attention. What did we discover?…
One of the first things we found is that creating a powerful design, symbol or pattern often makes the brand instantly recognisablewithout the need to showcase the name or logo of the brewery prominently. Take a look at some of our favourite can designs below:
With breweries all over the world going wild on the design front, this has had a knock on effect with the supermarket brands who inevitably want to keep up with trendy craft breweries. Supermarket giant, Lidl, launched six new brews in July, adding to its own-label craft beer range, Hatherwood Craft Beer Company The label designs feature a ‘shipwrecked’ theme, designed to stand out at the supermarkets store shelves. Link
Much like rebrands at major corporations or trendy tech companies,, beer can designs can be portrayed as a breweries’ form of rebranding, put in place to remain relevant, fresh and exciting.
We absolutely love working with breweries. If you need a helping hand with your can designs or want some assistance with your social channels to promote your unique products, get in touch at [email protected] or call us on 01924 489 926.