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Designing A Beautiful Beer Can – Building A Brand, Ep. 9
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Designing A Beautiful Beer Can – Building A Brand, Ep. 9

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The discussion revolves around concerns regarding production, responsibility to voice concerns, and the importance of maintaining transparency in business operations.

Concerns about Production

  • Expressing concerns about production but feeling hesitant due to time constraints.
  • Feeling a responsibility to voice concerns despite potential challenges.
  • Emphasizing the importance of not having a guilty conscience in business dealings.

Brand Strategy Consultancy Introduction

Introduction to Blind, a brand strategy design consultancy based in Santa Monica, California, highlighting their expertise in using design to assist clients in reaching their target audience effectively.

Blind: Brand Strategy Design Consultancy

  • Established in 1995, Blind focuses on leveraging design to help clients stand out in the marketplace.
  • Providing insights into the process of rebranding a company from inception to completion.

Rebranding Process Overview

Recap of the previous episode where Jun worked on creating a website for Hamilton Family Brewery and transitioning towards packaging design for their new cans.

Rebranding Process Recap

  • Summary of Jun's work on developing a website for Hamilton Family Brewery using Webflow.
  • Transitioning Jun's focus towards packaging design challenges for Hamilton's new cans as they aim to enter retail markets.

User Profiles and Packaging Challenges

Discussion on identifying user profiles and addressing packaging challenges faced by Hamilton Family Brewery during their rebranding process.

User Profiles and Packaging Challenges

  • Identifying primary user profiles (Jessica Torres and Kurt McLeod) to guide the rebrand process effectively.
  • Addressing challenges related to communicating brand identity through packaging for wider distribution beyond the tasting room setting.

Importance of Packaging Design

Emphasizing the critical role of packaging design in conveying brand identity, attracting customers, and driving sales within competitive markets.

Significance of Packaging Design

  • Highlighting how packaging plays a crucial role in influencing consumer decisions, especially in industries like alcohol where visual appeal is paramount.

Initial Brand Style Exploration

In this section, the team delves into the initial brand style exploration, focusing on creating mock-ups to find a suitable starting point for the brand's visual identity.

Exploring Mock-ups and Initial Impressions

  • June creates numerous mock-ups to guide the team in finding a starting point for the brand's visual identity.
  • Evaluating different design iterations, discussing elements that stand out or lack connectivity with the brand's essence.
  • Discussing color combinations and logo variations to enhance fun and ensure easy identification of flavors.

Packaging Design Refinement

This segment highlights Jun's process of refining packaging options for presentation to clients, emphasizing the importance of getting it right as packaging serves as a crucial touchpoint with customers.

Packaging Refinement Process

  • Emphasizing constant refinement in packaging design through abstract concepts and typography exploration.
  • Stressing the significance of packaging as a vital connection point with customers, ensuring alignment with brand essence.

Label Design Evaluation

The team evaluates label designs, focusing on standing out on shelves while aligning with brand identity and customer perception.

Critique and Feedback on Label Designs

  • Expressing concerns about certain label designs appearing too juvenile or disconnected from the brand image.
  • Discussing design elements that may not resonate well with target consumers, such as candy cane backgrounds or overly playful aesthetics.

Can Label Alignment Challenges

Addressing challenges related to aligning labels on cans effectively to maintain consistency and visual appeal.

Can Label Alignment Issues

  • Highlighting difficulties in aligning labels due to can rolling during application processes.
  • Exploring various printing methods for labels and potential solutions to ensure precise alignment on cans.

Final Packaging Concept Presentation

Presenting a refined packaging concept that balances heritage elements with modern appeal for client approval.

Presentation of Refined Packaging Concept

  • Showcasing a balanced design featuring colorful labels hinting at flavors while maintaining a standard can appearance.

Designing Beer Labels

In this section, the team discusses the design elements of beer labels, focusing on placement, branding, and visual appeal.

Beer Label Design

  • The beer information was placed above the Hamilton logo to ensure visibility on retailer shelves where part of the shelf may cover the bottom of the beer. This positioning aims for clear identification for buyers.
  • Emphasizing "Luck and Will" on the beer label was a deliberate choice to enhance branding and create a unique experience for consumers beyond just taste. This decision aimed to resonate with customers who might not have a tasting experience.
  • Incorporating a yellow stamp for limited edition or seasonal releases adds visual interest and differentiation within the brand's lineup. It allows for easy recognition of core brands versus special releases like barrel-aged beers with distinct colors such as gold.

Feedback and Execution Challenges

  • Presenting the label design to stakeholders received positive feedback; however, transitioning from mock-up to final execution involves working with vendors chosen by Josh. Potential challenges lie in various handoffs during production that could lead to discrepancies or errors in printing.
  • Obtaining press proofs from printers is crucial but can add time and cost; digital proofs present challenges due to color translation issues related to transparency and spot UV effects. Careful review of digital proofs is necessary to align with the intended design before final production.

Clarifying Artwork Details

This section delves into clarifying specific details in artwork proofs, addressing discrepancies between design intent and execution.

Artwork Clarification

  • Noticing discrepancies in proof details, Matthew suggests discussing knockouts with vendors to ensure alignment on design elements like metallic colors or outlines on specific areas of the label artwork. A call is planned to clarify these aspects further.

Meeting with Josh and Kristen

In this section, Matthew and Ben visit Rancho Cucamonga to meet with Josh and Kristen. They discuss the corrected files, printer details, and upcoming plans for the brewery.

Corrected Files and Printer Details

  • The files have been corrected after an error was identified.
  • All files have been corrected.
  • Matthew and Ben are now at the printer's location.
  • They are at the printer's place in Rancho Cucamonga.

Introduction to New Designs

  • A new version of the can design is showcased.
  • Introduction to the first version of the new can design.
  • The subtle yet standout features of the design are appreciated.
  • The design is praised for its subtlety and uniqueness.

Enhanced Branding Strategies

This part focuses on branding strategies, including decisions on printing cans versus wraps, packaging formats for smaller orders, and maintaining brand consistency.

Branding Decisions

  • Initial concerns about printing cans versus wraps are discussed.
  • Concerns about printing cans instead of wraps are addressed.
  • Strategies for smaller orders to maintain brand consistency are highlighted.
  • Discussion on maintaining brand consistency with smaller orders.

Innovative Packaging Solutions

This segment delves into innovative packaging solutions such as coasters with can information, transitioning from wood boxes to tulip glasses for tasting flights, and challenges faced in providing detailed beer information.

Packaging Innovations

  • Introduction of coasters with can information matching beer labels.
  • Coasters displaying can information introduced.
  • Transition from wood boxes to tulip glasses for tasting flights explained.
  • Shift from wood boxes to tulip glasses detailed.

Consistent Brand Representation

Here, discussions revolve around consistent brand representation through stickers on crowlers, matching branding elements across products, and attention to detail in printing materials.

Brand Consistency

  • Stickers on crowlers for consistent brand representation discussed.
  • Use of stickers on crowlers for brand consistency explained.
  • Attention to detail in printing materials emphasized for a unified brand image.
Video description

Why is great packaging important? What is the package design process? How do you design a craft beer can? How do you stand out on the shelf amongst so many other options? A product's packaging may be the first time a customer interacts with what your business is selling. In a crowded market place, how do you catch a potential customers eye, and convey the quality and craftsmanship of what's inside? In episode 9 of Building A Brand, the team at Blind will take on the packaging for Hamilton Family Brewery's new cans. Until now, Hamilton's customers have mostly had their first experiences with the beer either in the Tasting Room, in a local bar, or at a live event. With Josh and Crysten hoping to move into retail, they'll need a design for their cans that can translate the quality, craftsmanship, and love that they put into everything they do. 🎬 Episode breakdown: 00:47 - Previously On 01:34 - During the Discovery Session 03:00 - Identifying the things that need to be communicated 03:41 - Transparency is the goal 04:30 - Ben shares his million-dollar mistake 06:23 - Jieun walks Ben and Matthew through some designs 08:06 - Presenting designs to Josh and Crysten 08:24 - Design Direction 1: Flavor Stripes 10:28 - Design Direction 2: Split 12:20 - Design Direction 3: In Your Hands 15:05 - Presentation review and next steps 16:10 - Call With The Printer 19:45 - Post Call Discussion 20:19 - Matthew and Ben travel to Rancho Cucamonga to see the final can 23:48 - Matthew and Ben's thoughts on the can 24:52 - On our next episode – RESOURCES How you present your work can be the difference between getting someone's attention or getting skipped over. A high-quality mockup can make all the difference. That's why our friends over at Design Cuts created this amazing mockup pack for you, our audience. 👉🖥 http://bit.ly/Futur-Design-Cuts ✍️ Want to learn our logo design process? Take our course: http://bit.ly/FuturLogo 👉 Learn how to pitch your ideas to clients. Get The Pitch Kit: http://bit.ly/ThePitchKit 🗣 Want to learn how to brief your team and manage your projects? Take our Practical Project Management Course: http://bit.ly/2Whe6yk 🎧 Do you like the music? Check out the Epidemic Sound music libraries we used in this video through our affiliate link*: http://share.epidemicsound.com/thefutur – 🖥 Watch the series playlist: http://bit.ly/BuildingABrandShow “Building a Brand” is a series where we take you behind the scenes as Blind helps to rebrand Hamilton Family Brewery. In this series, we'll give you a behind the scenes look at this process, from start to finish. You'll see how ideas are shaped and take the form of a new identity system, packaging, messaging, website, and ultimately see the brand launch. Follow us: @mrbenburns @matthewencina @thefuturishere Learn more about Hamilton Family Brewery: https://hamiltonfamilybrewery.com/ #BuildingABrandShow #PackagingDesign #GraphicDesign #BrandStrategy #Stylescapes #TheFutur === 👉See our Academy Channel: https://goo.gl/vB9zoP Want a deeper dive? Typography, Lettering, Sales & Marketing, Social Media and The Business of Design courses available here: https://goo.gl/bRt5qd 🎙 Futur Podcast: https://thefutur.com/podcast/ ✍️ Futur Blog: https://thefutur.com/blog/ — Love the content? Become a sustaining member for $5/mo today. https://goo.gl/nwekfL BOOKLIST – Essential Reading for Creative Professionals: https://bit.ly/biz-booklist Essential Design Books: https://bit.ly/futur-design-books Visit our website: https://www.thefutur.com FREE resources: https://goo.gl/Qh6gHr Mandarin (Chinese) Subtitles on UiiUii https://uiiiuiii.com/?s=the+futur — AFFILIATE LINKS* 🙏 Support The Futur by purchasing through our affiliate links: Amazon: http://bit.ly/thefuturishere Retro Supply Co.: http://bit.ly/2GW8gzR Design Cuts: http://bit.ly/2GSsAR3 ✍️ Sharpen your skills by taking a course, using our affiliate links: Skillshare: https://goo.gl/YCo2uT School of Motion: http://bit.ly/futur-som Bring Your Own Laptop Tutorials: https://byol.me/thefutur *By making a purchase through any of our affiliate links, we receive a very small commission at no extra cost to you. This helps us on our mission to provide quality education to you. Thank you. — Host– Chris Do Content Director– Matthew Encina Cinematography– Aaron Szekely, Mark Contreras, Ricky Lucas, Stewart Schuster, Jona Garcia Editor– Stewart Schuster, Kevin Ramlal Social Team: Elle Money, Alex Burlui Futur Theme Music – Adam Sanborne http://www.adamsanborne.com Typefaces: Futura, DIN, Helvetica Neue, Calibre Futur theme song— Adam Sanborne