Posts in Beer

Your Favourite Label 003 ~ Sam Taylor, Hop Culture

December 12th, 2018 Posted by Beer, Design, Your Favourite Label 0 thoughts on “Your Favourite Label 003 ~ Sam Taylor, Hop Culture”

Ho-Ho-Hollo (does that work?) one and all to the December issue of Your Favourite Label.

Hop Culture are an online publication who do a terrific job celebrating all things wonderful in beer. They create some of the best articles and merchandise in the biz as well as putting on some seriously good events. Recently their apri-ski themed winter invitational was a massive hit as was Beers With(out) Beards a weeklong celebration of women in the beer industry last summer. 

All their gorgeous invitations, glassware and pins come from someone, and that someone is UK illustrator Sam Taylor. We spoke this month on Die Hard, fast planes and Jack Nicholson. Enjoy…

WHAT WAS THE LAST BEER YOU DRUNK?

I think it was a Stella, some sort of lager anyway.

THE FIRST BEER YOU DRUNK?

I’ve pretty much only ever drank the same stuff, basic lagers. Although when I was a student I went mad on cider, any kind, even K Cider which is totally toxic, I don’t think it even has apples in it to be honest! I never drink cider these days though, way too sugary for me. I’m a beer boy.

WHAT’S YOUR FAVOURITE BEER? 

I’m pretty simple in my tastes. Every now and then I’ll have a Guinness and very rarely I’ll have something more crafty but most of the time I drink Stella, Estrella, Amstel, that sort of thing. I put my hands up, I’m no craft beer nerd or expert!

Soldiers of Summer – Sam Taylor

WHY DON’T YOU TELL US A LITTLE MORE ABOUT HOW YOU CAME TO MEET THE HOP CULTURE TEAM? 

I’m an illustrator based in London, UK. They (Travis and Kenny, owners of Hop Culture) emailed me a while ago because they’d seen some work that I’d done for a different company and they asked if I’d like to work with them. Of course I was down, all of their ideas sounded great, but nothing really happened for a while and then, a few months later, they were ready to get things going and sent me my first commissions. I had no idea that it would snowball like it has. I’m stoked to be involved.

Sam Taylor, UK based illustrator

WHAT’S IT LIKE DESIGNING HOP CULTURE MAGAZINE? CAN YOU TALK US THROUGH THE PROCESS AT ALL? 

Sure. Firstly, they email me a brief, for example the Summer Invitational festival and they tell me what products we’re going to be working on, glassware, t-shirts etc. They give me some ideas and a general direction to go in and then I run with it. They came to me in the first place because they like what I do so I have a lot of freedom with what I draw. I try my best to include all the things they want but I also inject a lot of my own characters so that I can be most proud of the end product.

Summer Invitational – Sam Taylor

YOUR FAVOURITE LABEL? 

Branding wise I like classic, simple stuff mostly, like Red Stripe, stuff that’s bold and has instant brand recognition. I’m also really into old-timey moonshine with a big ‘X’ on the glass or jug, that’s very cartoony to me, like those old Acme anvils in Roadrunner.

I like the Asahi label, the silver and black is satisfying. Art label-wise I like the work of Alec Doherty for Partizan Brewing, his illustrations are great.

Alec Doherty for Partizan Brewing

WHERE DO YOU FIND YOUR INSPIRATION? 

All over. I listen to a broad range of podcasts that inspire me a lot, I like to listen to creative people in any discipline and try to absorb their lessons and take on board techniques or whatever. I also love art documentaries, it doesn’t even matter who it’s about most of the time.

I watch a lot of films, listen to music and talk to my friends about art. I generally try to consume as much as possible. I try my best to remember things I find interesting and most of the time my interests find their way into my art.

IF YOU COULD HAVE SOMEONE PLAY YOU IN A FILM, WHO WOULD IT BE? 

I’d like to let a young Jack Nicholson take the roll, just ‘cus. He’d have to learn the Leicester accent though.

WHAT’S THE ONE SUBJECT YOU THINK YOU COULD BEAT ANYONE ANSWERING ON? 

I did win a pub quiz the other night for my team by answering a question about ‘00s pop music in a quick answer round but I wouldn’t say that.

Maybe films? Or The Simpsons?

But there are definitely people out there that know more about that than me. Erm, I’m going to go with Die Hard.

The Carrot King – Sam Taylor

GOT ANY GOOD FACTS OR JOKES FOR US? 

The SR-71 Blackbird is the fastest plane to ever take flight, with a top recorded speed of 2,193.13mph (July 1976), it could fly from New York to London in under two hours, how’s that?

ADVISE FOR ASPIRING DESIGNERS? 

You’ve got to draw a lot. All the time.

Constantly record your ideas and be on the look out for new ways you can implement them. I think you need to have some sort of natural talent and work really hard at the same time, one by it’s self isn’t enough. Come up with your own way of doing things. Do as much work as you can. Contact the people or companies that you want to work for and show them what you can offer.

Be positive!

The Birthday Party – Sam Taylor

NOW SUM ALL THAT UP IN ONE WORD… 

I’d rather sum it up in an emoji: 😅

Juicy Weiner – Sam Taylor

Hope you enjoyed the article. For more good reads, interviews and news from the wonderful world of alcohol, you can sign up to our monthly ‘Top 5 Alcohol Marketing Stories‘ newsletter or follow YesMore Agency on Linkedin.

If you’d like to hire our excellent team contact hello@Yesmore.co.uk (for both US & UK work) or if working with us sounds fun (it is) email Jobs@Yesmore.co.uk 

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Your Favourite Label 002 ~ Benjamin Kinzer of 21st Amendment Brewery

November 13th, 2018 Posted by Beer, Design, Your Favourite Label 0 thoughts on “Your Favourite Label 002 ~ Benjamin Kinzer of 21st Amendment Brewery”

In the second episode in the series I sat down with Senior Designer at 21st Amendment Brewery, Benjamin Kinzer. We talked all things beer and design (as usual) as well as the chaos which comes with all of it! Enjoy…  

WHAT WAS THE LAST BEER YOU DRUNK?

East Brother Bo Pils, brewed just around the corner from me in Richmond, CA. I’m so tired of IPAs at the moment and it’s too warm in California to be drinking dark beers.

THE FIRST BEER YOU DRUNK?

I have no idea, but some of my fondest memories involved Widmer’s Hefeweizen. After a full day riding motorcycles in the backcountry, we stopped by the bar and would order a pitcher of Hefe.

WHAT’S YOUR FAVOURITE BEER (BESIDES 21ST AMENDMENT OF COURSE)? 

My all-time favorite beer was Alpha Queen Quadrupel IPA from Boneyard Brewing, not even sure they make it anymore, but it hit you right up front with sweet malt notes and finished with a bitter bite.

The only down fall was I had a whole growler to myself in the middle of summer in Bend, Oregon when it was 101°F in the shade… 🙂 10% ABV + 101 degrees + 64 oz…

Benjamin Kinzer, Down To Earth, 21st Amendment

Benjamin Kinzer, Down To Earth, 21st Amendment

WHAT’S IT LIKE DESIGNING FOR 21ST AMENDMENT? CAN YOU TALK US THROUGH THE PROCESS AT ALL? 

Chaos. Kidding.

Well in my head it’s a bit of chaos. I’m given a style of beer and sometimes a name, If no name is provided I organize a workshop. After we have a name I sketch as many ideas as I can into a sketchbook, edit down the ideas that work within the brand, tell a story and feel relevant to our audience.

Usually I will present anywhere from 1-5 ideas to the team in sketch form, then the team makes a decision. From there we either begin the design in-house or find an Illustrator, work through a few rounds of sketches, finalize the illustration, hand draw the type and design the layout for the packaging.

YOUR FAVOURITE LABEL? 

Wow, there are so many good labels out there. So it would be a tie between Keith Shore for Mikkeller or Gretta Johnson for GRIMM. I love the HMRC Wheat Ale (Mikkeller Running Club) and Gretta Johnsons Ink Sumi for Grimm (below).

Ohhh but there is the Bionic Brew China label…  But I think Recipe #1000 BA Sauternes by Mikkeller (also below) is probably my all-time favorite label.

Taking the classic poster of Michal Jordan Wings and swap Jordan for your quirky character for your #1000 recipe is brilliant and simple.

Gretta Johnsons, Grimm: Sumi Ink

Gretta Johnsons, Grimm: Sumi Ink

#1000 by Mikkeller

#1000 by Mikkeller

 

 

FAVOURITE LABEL YOU’VE WORKED ON? 

I’m not sure how to answer this question. This is extremely difficult. Carpe Diem Mañana (below) was a wonderful opportunity, really fun project to work on and really enjoyed working with Paul Arney at The Ale Apothecary.

A Terrible Idea, a collaboration between 21st Amendment Brewery and Fieldworks, was also an interesting project as I was invited to a meeting with the founders of both breweries and all they did was talk about how they found their way to brewing. There were some funny stories, which I used for the content of the 6-pack. 

Benjamin Kinzer, Carpe Diem Mañana

Benjamin Kinzer, Carpe Diem Mañana

WHERE DO YOU FIND YOUR INSPIRATION?

Long walks on the beach, holding hands… kidding. Walking is a great way to get ideas flowing. When I’m attempting to surf. Reading, a lot of reading. Sometimes the shower. You would be surprised how many people love to offer up ideas as well and if it’s good I will definitely pursue it.

I often use music to inspire my work. I also visit a handful of websites, which will lead to an endless pursuit of information, that leads to an article on how many Chimpanzees the United States Government killed trying to reach space, and next thing you know, you have an idea for Bitter American. Sorry to go gloomy on that.

Or I might just smoke a joint, it is California after all.

IF YOU COULD HAVE SOMEONE PLAY YOU IN A FILM, WHO WOULD IT BE? 

Javier Bardem.

WHAT’S THE ONE SUBJECT YOU THINK YOU COULD BEAT ANYONE ANSWERING ON? 

Benjamin Kinzer’s life.

GOT ANY GOOD FACTS OR JOKES FOR US? 

“Why did the orange cross the road? To peel out!” – My son was three years old when he told me that joke and he came up with it all by himself. Might not be the best joke, but the coolest memory.

ADVISE FOR ASPIRING BEER / BREWERY DESIGNERS? 

Design is f*&king hard, or at least for me it is:

Always keep a sketchbook.

When you feel hopeless, want to cry, or just quit, keep pushing, you are almost there.

Essentially always pursue the best idea until you have no more time.

Don’t kick yourself if you didn’t make any progress, you actually did sub-consciously.

Find the masters you love and study their work.

NOW SUM ALL THAT UP IN ONE WORD… 

Cheers!

 

Hope you enjoyed the article. For more good reads, interviews and news from the wonderful world of alcohol, you can sign up to our monthly ‘Top 5 Alcohol Marketing Stories‘ newsletter or follow YesMore Agency on Linkedin.

If you’d like to hire our excellent team contact hello@Yesmore.co.uk (for both US & UK work) or if working with us sounds fun (it is) email Jobs@Yesmore.co.uk 

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Your Favourite Label 001 ~ Earl Holloway of KCBC Brewery

September 19th, 2018 Posted by Beer, Design, Your Favourite Label 1 thought on “Your Favourite Label 001 ~ Earl Holloway of KCBC Brewery”

This month I sat down to talk about the design process from paper to can with KCBC’s very own Creative Director, Earl Holloway. Earl has been designing can art for the brewery for a few years now. He took the time to share a few tips ‘n’ tricks he’s picked up along the way. Enjoy!

1. WHY DON’T YOU TELL US A LITTLE BIT ABOUT WHAT BROUGHT YOU TO WHERE YOU’RE AT NOW?

We can go way back on this question but to be brief I can say that for as far back as I can remember I liked drawing a lot. The desire to create images has stuck it out in me through ups and downs. Like a lot of other people it was a coping mechanism at first, a way to exercise control, a pretense to interact with people. For a person like me because that was all pretty important as I was a bit of an introverted kid.
More to the point I’ve been friendly with one of the head brewers Peter Lengyel for close to thirteen years. He was working in biology at the time and had started home brewing in earnest in, I believe, 2006 and shortly thereafter embarked on becoming a professional brewer. When he opened up KCBC with his partners he and the other brewers approached me to produce some labels and see what would come out. I can say safely that we gelled well and have gone on to make some interested work together. 

Art and commerce can create wonderful things, it has made for a creative space for people to work in which has really been missing due to the reduction of the print and newspaper world.


2. YOU HAVE SUCH A UNIQUE STYLE, WAS THIS SOMETHING VERY PERSONAL TO YOU BEFORE YOU MET KCBC? IF SO WHERE DID IT COME FROM?

The way I’m working on KCBC material is from the tradition of comic books down through its history. It’s really fun to understand and use comics as a starting point for what I want to get across because most people already know the language so the art produced is usually immediately accessible. I had the good fortune of being able to study with an artist named Jack Potter in which I gained a wealth of knowledge of understanding how to put pictures together and to expand on my drawing skills. I draw a lot of my influence from comics, film, animation, German Expressionism, pulp cover art, traditional painting, American illustrative art from the 1950’s and 60’s and British science fiction illustrators from the 1970’s and 1980’s. 

3. HOW HAVE KCBC BEEN ABLE TO PUSH YOUR STYLE AND CREATIVITY? DO YOU FEEL AS IF THE BREWERY IS EXPANDING YOUR HORIZONS IN TERMS OF DESIGN?

One of the most alluring parts of working with KCBC is that they’re interested in collaborating. As much on imagery as they’re with working in tandem with other breweries. Because of that dynamic the three brewers all have differing interests in terms of subject matter. Zack Kinney (KCBC brewer) for example worked in advertising so he has a fundamental understanding of the creative process. He and I work closely on ideas for upcoming labels. KCBC uses a very talented graphic designer named Christy Borg, she makes the fonts and package elements that adorn the cans. This all ultimately means I’m learning how to dovetail my coworkers wants with what I want to do, along with a time crunch and how to operate in those limitations-something I wouldn’t have otherwise. 

4. MOST DESIGNERS HAVE A PROCESS THEY LIKE TO TAKE ON THEIR WORK, WOULD YOU BE ABLE TO TALK US THROUGH YOURS?

My principle way of approaching KCBC labels is working out everything I possibly can on paper. First comes a talk with the brewers to see what they have planned and going over some gut reactions to our conversations. From there it’s on to thumbnail sketches and looking at work people have done that will inform what I’m working on (this could be from photography, film, sculpture, illustration, cartooning etc…). I move on to drawing things out in pencil and non photo blue penciling to get everything worked out and then on to inks and then on using a computer to color digitally and do editing there as well.

5. THE DESIGNS ARE PRETTY WILD, IS THERE ANYTHING KCBC HAVE EVER SAID NO TO?

That’s a tough one because there’s usually an array of sketches produced with the name of the beer in mind. The brewers come up with interesting names that inform the imagery which I can start playing with. 

6. BEER DESIGN IS NOW BOOMING. I THINK I SEE A NEW CAN EACH TIME I CAN INTO MY LOCAL SHOP. ARE THERE ANY REPEATING TRENDS YOU’RE NOTICING, BOTH GOOD AND BAD? HOW DO YOU THINK BREWERIES AND DESIGNERS CAN STAND OUT FROM EACH OTHER?

First and foremost it’s nice to see small breweries populating the area I live in and some of the breweries seem committed to go that extra mile to make room for art. I understand completely why they do this but art and commerce can create wonderful things, it has made for a creative space for people to work in which has really been missing due to the reduction of the print and newspaper world and I always see interesting stuff at my local super market. What I see a lot of is an either/or trend between graphics and text heavy label design. To me it’s always more interesting to see a pairing of the two. 

7. MANY GRAPHIC DESIGNERS OUT THERE PROBABLY WOULD LOVE TO GET THEIR DESIGN ON A CAN, ANY TIPS FOR THEM?

I can only tell you what I know. Unbeknownst to me I had the good fortune of having a brewery interested in what I was doing personally for a while before they reached out. I had spent about five years steadily working on my own self published comic book, sketch book drawing and generally the type of art that put me in the position of being able to work with KCBC. I can’t stress how much I didn’t pursue artwork with that in mind. In fact I had all but ruled out working for or with other people, I was only creating for myself and the friends that were interested in what I was doing. What I’ve gleaned from other label artists I’ve interacted with, they say find a brewery you like but has shitty art on it and see if they’re interested in working with you. 

8. FINALLY CAN YOU TELL US WHAT’S NEXT FOR KCBC AND THEIR CANS? ANY ARTWORK WE SHOULD BE KEEPING AN EYE OUT FOR?

KCBC turns two years old on September 6, 2018, I would say there’s going to be a big party and everyone will be having some fun. The brewery is continuing to put out seasonal varieties of beers and collaborating with breweries both near and far. They’ve been steadily growing and have had a very good first and second year. It really looks as if that trend will continue for them, which is great to see. Hopefully I’ll continue to evolve in my roll, become stronger with composition and drawing and keep putting out work on their labels that are a lot of fun to look at and keep people engaged. 

Hope you enjoyed the interview. For more interviews and news from the wonderful world of alcohol, you can sign up to our newsletter in the right hand column of this article. 

If working with us sounds fun why not email Jobs@Yesmore.co.uk? And if you’d like to hire our excellent team just say hello – hello@Yesmore.co.uk  

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craft lager beer taps in pub made from skateboards

Booze Views: Why isn’t there more craft lager?

August 10th, 2018 Posted by Beer 0 thoughts on “Booze Views: Why isn’t there more craft lager?”

In the first of a monthly op-ed series on all things alcohol marketing, guest writer Rich looks at why craft lager isn’t quite set to take the world by storm.

The Budweiser Ad: US Beer Invades Russian World Cup

June 14th, 2018 Posted by Alcohol Marketing, Beer 0 thoughts on “The Budweiser Ad: US Beer Invades Russian World Cup”

So InBev has unveiled its biggest ever spend for their latest Budweiser ad to feature globally during the Football World Cup 2018.

Not surprising, considering an estimated 3.2 billion people will be tuning in worldwide, making it the most viewed event in human history.

There’s a lot riding on this in the current political climate, with Russia under pressure to deliver a racism, anti-LGBT and hooligan free tournament.

As Official Beer to the World Cup going back to Mexico 1986, Budweiser wants to put across a fun, modern, inclusive tonality.

With novichok being the most high profile export coming out of Russia in recent months, how will this export from the land of Trump be received in the land of Putin?

 

Budweiser logo formed of drones over football stadium

Image via WeTalkUAV.Com

 

Well, the World Cup Budweiser Ad starts with a swarm of hovering drones leaving the American Budweiser Brewery and making a bee-line across the Atlantic towards Europe and the rest of the World.

Some are dropping off barrels, others transporting nicely liveried bottles reminding everyone that they are the official beer of the World Cup, that InBev paid many rubels for and any infringement on their rights will be met with American style litigation. Gulp!

Nice touch with a tight close up just to hammer and sickle that fact home to other brewers.

No doubt that buys them exclusive rights in and around the stadiums and grants the drones free access to fly into the crowds delivering ice cold Bud to people deemed attractive enough. Russian air control must have loosened off its no fly zone policy for such an intrusion.

The drones also pop into pubs full of fans, politely taking off the bottle tops to the delight of the rowdy punters and drop their payload in footie loving nations in Asia and Africa too. One errant drone adds a human touch with his cheeky expression by losing his bottle and going back to retrieve it.

 

Budweiser ad with drones delivering beer to stadium crowds

Image via WeTalkUAV.Com

 

He goes on a Russian search with his sat-nav on the blink, but reaches his destination by train to be the drone that gets to wink at the attractive girl in the multi-ethnic crowd.

Watch the Russia World Cup Budweiser Ad, here

Now I’m being deliberately obtuse here. The company insists the World Cup is not a politically led event and YesMore welcomes that news from a major corporation. Sport and politics do not make good partners and if drunk responsibly, beer can enhance the enjoyment of the beautiful game be it inside the stadiums or out.

Other brewers will no doubt be tapping into the popularity of the tournament, but tip-toeing carefully around InBev’s exclusivity agreement giving the Budweiser ad pride of place.

As a veteran of World Cup campaigns and having been involved with McDonald’s with their Gol app and subsequent viral film that had an organic reach of 50 million views during the last tournament in Brazil, I know the importance of getting your message just right.

 

Gol App by Tony Malcolm for McDonalds

Image via Marketing Land

 

Has Budweiser cracked it here? Will their drones be engaging enough with experiential appearances at the tournament itself? Will their Man of The Match Award model gain traction? Will their ubiquity at the live games with pitch-side hoardings get thirsty fans ordering their brand from the bars, supermarkets and off licenses of the world?

Obviously InBev think so. But let’s see if the other brewers can raise the bar and win the hearts and minds of the fans with more subversive thinking.

Let the games begin.

 

You can read more articles from the YesMore blog, including why Alcohol Marketing is our niche.
To find out more about us and the services we offer simply visit the YesMore home page.
To get in touch e-mail us at hello@yesmore.co.uk we look forward to hearing from you!
Connect with Tony Malcolm on Linkedin.

 

 

Label Design Trends To Have On Your Radar Right Now

March 13th, 2018 Posted by Alcohol Marketing, Beer, Design, Spirits, Wine 0 thoughts on “Label Design Trends To Have On Your Radar Right Now”

 

The year I’m sure has already brought in the taste of a new gin, wine, whisky or beer for you right? Out of interest, what made you adventure away from the norm (besides a recommend) was it the label design? Yeah it was! It’s ok, our heads are turning too.

While it’s easy to think of attention grabbing drinks labels simply as designer black magic, there is thought behind it, a pattern or even a “trend” you might say. Here are what we believe to be the ten label design trends you need on your radar right now.


Need some labels designed yourself? Just say hi –  Hello@YesMore.co.uk

Or if you think your designs skills could come in handy and fancy joining the team – Jobs@YesMore.co.uk

LABEL DESIGN TREND 1 – FIRST UP (IT’S A CLASSIC) GO SIMPLE

 

Simple with a touch of the vintage is coming into play this year with Kings County Distillery showing just how little information you need to display on your bottle to grab attention.

Mixed with a small touch of the homemade feel it adds to the small batch nature of the product.

Kings County Distillery Range. From left to right - Chocolate whiskey; Spiced whiskey, Bourbon whiskey & Moonshine

Photo credit – http://valeryrizzo.com/

Kings County Distillery Range. From left to right – Chocolate whiskey; Spiced whiskey, Bourbon whiskey & Moonshine

LABEL DESIGN TREND 2 – HANDMADE

 

Consumers want a handmade product and producers are proud to have made something by hand. So it’s only natural that this element is making itself shown front and center. I’m talking freehand “scribble” fonts, scrappy stained paper textures and doodle style sketches. Like King’s County above Dillon’s Small Batch Distillers have utilised this aesthetic to add a small batch feel to their product with some handwritten script flair.  

Dillon's Canadian Rye Whisky Batch 1

The Weemala range from Logan wines

Photo credit – (Top) distiller.com; (bottom) brettwoods.com.au/

(Top) Dillon’s Canadian Rye Whisky Batch 1; (Bottom) The Weemala range from Logan wines.

LABEL DESIGN TREND 3 – TAP INTO AUDIENCES LIFESTYLES

 

Drinks reflecting who people are and what they enjoy doing (besides enjoying their favourite drink) are becoming increasingly popular. As Instagrammable hobbies such as .hiking, sailing and adventuring rise, certain drinks can become the perfect fit in the latest shot on someones channel. Even favourite TV shows are becoming fertile ground for label design as “watch a long” parties and the all powerful Netflix grow in popularity.  

Long Trail Cranberry Gose Beer and Ommegang 'Bend The Knee' beer

Photo credit – @longtrailbeer (Instagram) @jodie_knapton (Twitter)

Long Trail Cranberry Gose Beer and Ommegang ‘Bend The Knee’ beer

LABEL DESIGN TREND 4 – VIBRANT GRADIENTS  

 

Remember creating WordArt in Microsoft back in school? Well a much better version of that look is coming back in a strong way, the vibrant gradient is making a come back even with companies outside of the drinks labelling world like current Gods of social media Instagram applying it to their branding.

Blend, a premium fruit & vegetable drink brand

Photo credit – thedieline.com

Blend, a premium fruit & vegetable drink brand

LABEL DESIGN TREND 5 – LONG COPY NAMING

 

Chose a sentence over a name and you’ve made a bold statement to fill most of your label with text. Evil Twin Brewing have brewed several beers with this longer naming convention and it’s created an iconic style for their beers. Long copy is slowly coming back in the world of advertising after being shunned for the best part of two decades. Now it’s starting to be seen in loud “brutish” seriffed fonts anywhere from underground ads to museum posters.  

Evil Twin's beers left to right - It's Like I'm Having the Most Beautiful IPA and the Most Terrible Nightmare; Dontcha Know Stout; I Always Felt Closer To IPAs Than I Did To People; Diane, Never Drink IPA That Has Been Anywhere Far From Galaxy

Evil Twin Brewing – Instagram photo credits left to right @eviltwinbrewing; @hopsandflipflops; @twelve.percent.beer.project

Evil Twin’s beers left to right – It’s Like I’m Having the Most Beautiful IPA and the Most Terrible Nightmare; Dontcha Know Stout; I Always Felt Closer To IPAs Than I Did To People; Diane, Never Drink IPA That Has Been Anywhere Far From Galaxy

LABEL DESIGN TREND 6 – STRAIGHT TO GLASS

 

Get your design onto your bottle and skip the middleman. Smart die cuts being used on other products work in this vein. Skipping the printed on label gives you a chance to show off the unique colouring of your product and creates an automatic premium feel for your audience to associate with your brand. Making the bottle part of the product is an interesting additional piece of the purchase for consumers and aids in the trend I mention next.  

Silent Pool Gin

Photo Credit – vinolok.cz

Silent Pool Gin

LABEL DESIGN TREND 7 – THINK ABOUT REUSE  

 

Packaging built from sustainable and recycled materials has been popular for a while (rightfully so!) but reuse is the aim of the game this year. How better to keep your brand being seen in someone’s day to day? Think thick, hearty feeling glass, unusual bottle shapes and raised glass lettering. Aspects which give a great look and a feeling of worth to a bottle you won’t want to throw away. Like Dan Aykroyd’s Crystal Head vodka but you know, scale it back a bit.

Left to right -  Bulleit Barrel Strength Bourbon; Hendricks Gin

Instagram photo credit – @hendricksgin; @bulleit

Left to right –  Bulleit Barrel Strength Bourbon; Hendricks Gin

LABEL DESIGN TREND 8 – LOW ON LOGO

 

This is specifically coming from the craft breweries and even more specifically the cans they design. Designers are aiming less and less to drag your eyes to the breweries logo and are keener to use every inch of space to showcase their art. If you’re brave enough to try this the results can be striking.

Left to right - Tool Beer Sur Blomst & Tropical Rumble; Brick Brewery Lime & Watermelon Sour

Instagram photo credits left to right @beertable; @toolbeer; @craftbeergirl.nl

Left to right – Tool Beer Sur Blomst & Tropical Rumble; Brick Brewery Lime & Watermelon Sour

LABEL DESIGN TREND 9 – INTEGRATION

 

This is way of literally weaving your brands name, product run or product information into what is going on in the label. I haven’t seen too much use of this in label design just yet but it’s getting popular in web design and if used correctly will make for a top notch label run.

Examples of integrated copy and design from Vladimir Biondic

Work by Vladimir Biondic – dribbble.com/Biondic

LABEL DESIGN TREND 10 – ICONIFICATION

 

Pretty much an extension of minimalism, iconfication is the art of making something real simple. YesMore Agency’s own logo is an example of iconification. We took a grain and a glass and deconstructed it down to its most simple form. This effect is being used in an array of branding for tech companies, navigation for websites and app icons all looking for the simplest way to get their message across over the last couple of years. But it’s finding its way into drinks labelling…

 

Pure Brewing's Fly By and India Pale Ale

Instagram photo credit – @purebrewing

Pure Brewing’s Fly By and India Pale Ale

So there’s our ten! Any we didn’t mention that you’ve noticed? Let me know in the comments. More articles on the subject of design in the industry will be coming out this year, just subscribe to our blog to keep updated.

For more news from the biz you can sign up to our newsletter in the right hand column of this article. 

As mentioned, if working with us sounds fun why not email Jobs@Yesmore.co.uk? If you’d like to hire our excellent team just say hello – hello@Yesmore.co.uk  

Hope something has inspired you, you creative bunch!
Dan

Crafting An Island

March 8th, 2018 Posted by Alcohol Marketing, Beer 0 thoughts on “Crafting An Island”

 

On my recent travels I met with Garrett Marrero, founder of Maui Brewing to chat changes in industry, where it all started and of course brewing in paradise.  

 

So where did the idea for Maui Brewing come from?

 

Maui Brewing was born from the simple idea of creating a truly authentic locally brewed Hawaiian craft beer. At the time when I was just visiting Hawaii the “local” beer was Kona, being brewed and bottled on the mainland. I felt cheated and being from San Diego and Davis I saw what was happening in craft at the time. To me it was a no-brainer, Hawaii needed a real local beer.

The taps and beer list at Maui Brewery.

 

What large changes have you seen within the industry since you’ve been operating?

 

The industry today is hardly recognizable from when we first began. There were less than 1000 breweries in the country when we opened. We were the 10th craft brewer to put beer in cans, the first to brew with elements like coconut and pineapple. There is a lot more attention by the public on craft, well “craft”, now.

Itself as a term has been usurped by the big brewers making “crafty” beers and by all industries really. You now see “craft juice”, everything it seems is “handcrafted” whether or not it truly is. I still believe wholeheartedly in the vision of what Craft Beer is and who a craft brewer is but I believe that independence is a critical factor as is quality. Not to mention the amount of money that craft beer has attracted, not just strategics and private equity, but the small breweries opening up seem to have huge investment behind them building state of the art 7-25bbl Brewhouses and impressive facilities. That wasn’t the case 13 yrs ago. Back then most of us couldn’t get even get a loan and investors were pretty skeptical of us.

From left to right: Entrance To Maui Brewing; Maui Brewing Co Beer Mat; The Beer List At Maui Brewery

 

Where do you see “craft” or “independent” brewing moving to the next couple of years?

 

That’s a pretty short outlook. It really is anybody’s guess. I see the trend of new breweries opening at around today to continue, but I see the pace of brewery closings quickening. Independence will continue to become more important as the younger generation of brewers begin to learn that the rights they now have (tasting rooms, distribution, direct to consumer sales, etc) didn’t always exist and they’re under attack by big brewers and wholesalers. The old question of “why can’t we get along?” will get answered by the behavior of big brewers in the marketplace. The Brewers Association is our champion in the corner defending those rights. I think the newer brewers forget that sometimes. Craft beer drinkers too will continue to make conscious shifts to independent craft beer as they learn the truth behind “crafty Brands” and seek to support local, small businesses hell bent on making killer beer and positively impacting the community. Oh! And Black Gose will become the new IPA. I’m right on with at least a couple of the above.

Beer “Flight” At Maui Brewing Co. Their Pineapple Mana, Imperial Coconut Porter, Lilikoi Saison & Waimea Red

 

Alcohol marketing is always changing and moving, how does Maui Brewing talk to it’s fans and bring them along on the journey?

 

We’re blessed to have built an amazing team. Between the brewery and restaurant arms were able to engage the public directly on many levels. It’s really awesome to see the craft beer drinker thirst for knowledge about the beer they’re drinking and the people / company behind it. We focus on social media (Instagram in particular) to tell our story. Whether that be food driven, a story about a particular teammate, a new beer, what’s happening in the brewery right now, sustainability, events etc.

Really we’ve created dialogues across our social channels, we we respond to questions. This can be anything from new markets, entertainment that is playing at our restaurants to the ingredients we use (i.e. GMO-free?). I believe it makes our followers feel empowered to know a little more about the brand and creates trust.

Though I’d be first to admit the pace you have to move to keep the attention of your fans and create new ones is speeding up and is a bit unrelenting at times.

The Inside Of Maui Brewing Co.

 

Have you seen your audiences tastes change? What styles and flavors are you playing around with at the moment?   

 

Daily! Used to be someone would fall in love with a beer and that was it, that beer was their jam and all they would drink. Nowadays they could taste a beer, think “omg this is the best beer I’ve ever had” then immediately order something different because it’s “new”. We’ve gone from three flagships on draft and package and a dozen or so draft only releases in a year, to five flagships and six or so limited releases (can and draft). We’re rotating large format bottle selections, and maybe sixty different draft only beers in a year.

In Hawaii specifically we’ve seen a huge shift from fizzy yellow lager to pales, IPA, sours and fruited beers. We continue to geek out on local ag, playing with a lot of kettle sour beers and lately a big push on huge stouts.

From Left To Right: Maui Brewings ‘2 Tickets To Paradise’ brewed with lime and hibiscus; Maui Brewing Beer List; Maui Brewing’s Coconut Porter

 

Lastly, I have to ask, what’s it like owning a brewery on a Hawaiian island?

 

It’s as amazing as it sounds. It’s hard to keep in mind sometimes on a difficult day that we make beer in Hawaii, but one look at the ocean and it’s all good. Maui truly is an amazing place. All that being said brewing in Hawaii is far more difficult than it sounds. One of, if not the most isolated group of islands in the world makes getting ingredients, labor, equipment, and etc extremely hard. Plus add to that the enormous expense to do so. But you gotta love it and not be in it purely for profit!

 

 

Maui Brewing continues to push what’s possible for today’s breweries as well as what can be achieved in the most remote of locations. In 2016 they won gold in Field Beer for their luscious Imperial Coconut Porter at the Great American Beer Festival (GABF) and show no signs of slowing down.

Currently in 2018 they distribute widely across America, though (in my honest opinion) nothing can beat drinking straight from the source. So if you’re looking for a remote tropical paradise serving fantastic beer, look no further.