Whether it’s in our fridge at home or it’s a project at the office, we take beer very seriously here at Bevel. When scanning the aisles for a tasty brew, packaging is the first thing that draws you in. It might be the box, can, bottle label, or logo, but they all play an important role in getting a beer off the shelves and into your hands. We have helped build a craft look from the ground up for 2 clients in particular, both in the ever-growing beer industry.
But of course, it all starts with a logo: the identity of a brand. Here is a glimpse at our process.
As 2013 comes to a close and 2014 is just around the corner, we wanted to see what we could look forward to in the New Year in the world of packaging. Packaging design sounds so exciting, doesn’t it?
You know those plastic, childproof boxes that even you can’t break through with scissors? People actually spend hours of research in labs with white coats, testing out different materials, shapes, and sizes just for you to end up yelling at a box that you can’t open. Well we can’t promise that you won’t break a sweat opening your kids’ toys on Christmas morning, but there will definitely be some changes in how those toys are packaged.
As Bevel Design has embarked on our newest venture in social media, we’ve noticed how useful working with our competition can be to the growth of our web presence. By liking competitors on Facebook, following them on Twitter and Google+, and scanning their profile on LinkedIn, we can see what’s out there and where we need to be moving forward.
Sharing is Caring, My Friends
This got us thinking, how can B2C (business to customer) companies use this theory to help their business? An ancient theory of business used to be the thought that you should keep everything behind closed doors. Never show your hand to the competitors because they’ll copy you right away and they’ll know your next move. Nowadays, why can’t we just share everything?
That works, right? Well, what’s a better way to grab your attention than talking about your cans? We’re talking about beer cans; get your head out of the gutter! As we talked about in our Navigating Uncharted Seas post, we know good design and good beer. But what’s with all the cans hitting the market?
In the early 2000s, craft beer really began to gain notice in the mainstream markets. Was it the product design or just some damn good beer that helped the beverages from small breweries get noticed? We like to think a little bit of both. In 2002, Oskar Blues Brewery of Colorado made the first big entrance into the market with Dale’s Pale Ale. The brewers have been tirelessly quoted on their initial struggles. Of course, many people had their misconceptions about the quality of beers in cans. What most people don’t realize is, with the new changes in production technology, canned beer reigns supreme.
Our newest client, CharmedBar, has given us one of the most rare opportunities in the graphic design business: full creative control. The founders of CharmedBar, Jen and Debbi, had created a very unique product and name, but not much else. They didn’t have any logos, colors, or packaging, so this gave us, the green light to get really creative.
Upon meeting with Jen and Debbi, we were given two design suggestions: chandeliers and Tiffany blue. This unique project gave Bevel the chance to work with a client from start to launch, including logos, illustration, packaging, branding, and web design. This introductory meeting resulted in the opportunity to work with everything Bevel offers as a full service graphic design firm.
We’ll Know If You Get Us Or Not
In April 2013, we began on our journey with CharmedBar. We started by building the imagery of the brand in the logo. Now we knew they liked Tiffany blue and chandeliers but you can’t just draw a dinky little chandelier, paint it Tiffany blue and there ya go, here’s your logo ladies!
As we talked about in our logo post, the logo should really be the personality of the company as a whole and for CharmedBar this means a lot of personality. This is a very unique brand that wants its customers to know about the nutritional benefits of their bars (without gluten, grain, dairy, soy, and refined sugars), but it should not be the reason you’re drawn to the product. We knew this as “toward pleasure, away from pain”. So we decided to combine the logo design, corporate ID, and packaging into one step. It may seem like we really complicated things, but when you’re starting from scratch you want to make sure your design can work with the packaging so you won’t have to redesign later. It’s always better to make sure your illustrations can work with multiple packages and displays rather than have to go back and adjust for every new package.
What is graphic design?
I could answer that question by giving you a lengthy dissertation on practice, theory, history, skills, tools and applications, but that’s what Wikipedia is for. Besides, your eyes would glaze over 10 minutes after I began explaining the theory of color.
My late grandmother described my job as a graphic designer in one simple sentence: “He draws pictures all day.”
Her frame of reference was watching me draw fight scenes between tigers and knights with my busted up Crayolas while she cooked boiled chicken.
Making great trash.
But seriously, what is graphic design?
Let me answer that with another simple sentence: “It’s making trash.”
In our business, when we design packaging graphics our ultimate goal is to see our work in the garbage can. Meaning a consumer purchases the product, opens it …and throws it out. Mission accomplished.
While that sequence sounds simple, and in some ways it is, what starts as a random shopping excursion at Target on a Saturday afternoon can quickly become sensory overload.