The craft beer landscape has seen label art design become edgier, quirkier and more 'individual', reflecting the beverage trend itself.
Founder of US-based TBD Agency, Paul Evers, has more than a decade’s experience designing for craft breweries, working on iconic beer labels for many brands. Evers says the average craft beer consumer cares about “exploration and experimentation”.
“There’s a lot more creativity and artistry implemented [in label design] now. It’s not specific to a particular income or demographic anymore. It’s about fun and creativity, making for a broad base of expression.”
Helms Workshop graphic designer Christian Helms says finding ways to creatively express a brewery’s identity is needed in order for packaging to stand out above the crowded playing field.
“The biggest thing is trying to share the personality of the brewery and the quality of the beer,” he says. “It [has to] be unique to their offering and brand personality. The designer tries to learn as much as he can about the brewery and become ingrained in their culture so that his firm can transfer that into the packaging.”
In terms of local offerings, the Australian Beer Company – a joint venture between Casella Family Brands and Coca-Cola Amatil – will this week launch a new, limited edition craft beer innovation that’s been nine months in the think tank.
Produced as a unique, small-batch beer, Yenda Green Hop (pictured) has been brewed in collaboration with spirits ambassadors from sales team The Exchange and features earthy, edgy packaging.
With only 280 cases brewed, the beer will be sold as a Boilermaker serve with Highland Park 12 Year Old Single Malt in a select number of target venues.
Now commonplace in Australia’s best bars, a Boilermaker serve consists of a whisky and craft beer, matched to deliver complementary flavours as the consumer slowly sips on both.
