Your beer’s appearance can make or break your sales
Don’t judge a beer by its label — wait, actually, do exactly that.
Let’s be honest, before anyone tastes your crisp IPA or rich stout, they’ve already made a judgment call based on how your beer appears on the shelf. Package and label design is everything in making a first impression.
In a sea of brews all shouting for attention, great packaging isn’t just a pretty face — it’s your brand’s secret weapon. The right look can turn a curious glance into a trip to the checkout, a hand reaching for a wallet, and a customer who’s about to become a loyal brand fan.
Having crafted branding and package design for several beer brands (including case packaging, cans and bottles, and taps), our designers have seen firsthand what wins at the shelf. Taste might seal the deal, but design starts the conversation. Here’s what you should know about beer can package design to help you gain a competitive advantage.
Why craft beer brands need to win at the shelf (and the tap)
Craft beer companies face immense competition from other craft brewers and established mainstream brands, and it’s only growing greater. Enthusiasts have no shortage of options when browsing the beer aisles. An eye-popping color, a unique name, or a cool graphic by a local artist can be enough to capture their attention and at least give your beer consideration as their next purchase.
You’re also competing against yourself. It seems odd, but once you become a sure favorite, you have to maintain that consistency and continue meeting your customers’ expectations.
For example, a new brew, frustration-free packaging, limited edition can designs, or a brand collab gives your customers something new to love while keeping true to what they already love about your beer. Keeping your design fresh, functional, and creative will help you continue to win at the shelf by keeping your customers coming back.
How do brewers win at the shelf and the tap?
You only have a split second to make a first impression. And since your beer’s packaging is the first thing people will see, you need to speak to your audience through appearances. Here’s what winning at the shelf – and the tap – entails.
Creative brewery branding
Craft brewing has become synonymous with creative branding. They range from elegant and clean, rustic and earthy, or downright slapstick and silly. Regardless of your schtick, your branding should be strong and recognizable, which lets you showcase your brewing style, beliefs, and energy.
Packaging design
Starting with the label, creativity is the top priority. Your beer is on the shelf with myriad other creative labels and needs to stand out.
But design shouldn’t only be eye-catching, it also needs to be practical. Consumers often shop by beer type, not just brand, so it’s crucial that key info like “Hazy IPA” or “Imperial Stout” is clearly visible and easy to read. And don’t forget about context: Will your cans be displayed in a fridge? Will the bottoms be hidden by a six-pack carrier? Strategic placement of key visuals and text ensures your message still comes through no matter how it’s merchandised.
Your brew’s packaging needs to carry through the can or bottle, the casing, and the tap (if applicable). This means maintaining a consistent color scheme, the name and logo, and any elements that make your brand pop (e.g., built-in bottle openers, individually wrapped bottles sold as a pack).
The right name
Clever and creative names are the norm for the industry. No other food and beverage niche will give you names like “This is Why We Can’t Have Nice Things” or “Hazed and Confused Pale Ale” or “Weirdo with a Beardo Scotch Ale.” (Yes, these are all real names.)
Most breweries release and rotate new beers seasonally. Each new release requires a new name that fits your brand personality yet gives new life to your new creation.
Pairing the name with the packaging
The most successful beers almost always have more popular branding than the brewery itself. This is done by successfully pairing packaging design, naming, and of course, brewing great beer.
Get inspired for your next craft beer design
No surprise, there are lots of moving parts to create a brand identity around each of your brews. Brands should heavily consider working with an experienced package design agency that understands the audience and nuances of the craft beer niche. A specialized agency will give you the opportunity to explore your entire brand identity, learn about your audience, and create a winning strategy.
Want to see samples of our design work in the brewery packaging space? Check out our recent case studies.