With one new brewery opening every day, craft beer has to be one of the hottest markets for design. From logo design to website to product packaging, each element plays an important role in the success of any new startup. And craft beer is no different. But the key to standing out in a crowded market comes down to one important aspect, branding. To insure success, a new brewery must define critical elements like its core values, messaging and positioning. But knowing how to do it all can be overwhelming for any startup. Luckily there’s this great new resource, the Craft Beer Branding Guide from CODO Design & Neenah Packaging.
Isaac Arthur and Cody Fague, founders of CODO Design, have worked with breweries all over the country (and increasingly, the world) on their branding, packaging, web design, and marketing. After years of working in the field they decided to gather their insights and learnings and create an online resource for people to use. And so, the online Craft Beer Branding Guide was born.
“Through the course of our work, we’ve had the opportunity to talk to hundreds of breweries about their business plans, hopes, dreams and favorite beers. And through the course of these conversations, more often than not, we find ourselves not only explaining how important branding is, but also how to approach it strategically and with a deeper sense of purpose. This led to the development of the Branding Guide. We saw it as a way to outline the key challenges breweries face through the branding process, and help those who may not know how to develop their story, or even what that story is,” says Arthur.
CRAFTED FROM COLLABORATION
Neenah saw the site and knew immediately there was an opportunity to partner with CODO to create a printed version.
“Brewing great beer doesn’t mean your brand will stand out at shelf in this rapidly expanding market. So we approached CODO with the idea to print and publish this tool, and make it available — for free — for brewers, brand owners, and designers who are entering or specializing in this market. We are thrilled with the result of the collaboration. Whether you are defining your brand values, developing your marketing strategy, or even selecting your brand’s name, the Craft Beer Branding Guide takes a look at every step from a branding perspective,” says Ellen Bliske, Senior Brand Manager, Neenah Packaging.
And the availability of the guide coincides with the launch of Neenah Packaging’s expansion of its BELLA® Label Papers line, including some real life samples in the book. The uncoated natural feel of BELLA provides an authentic, hand crafted look, helping brands create a distinct and compelling presence on shelf.
INSIDE THE CRAFT BEER BRANDING GUIDE
The guide is perfect bound with 18 chapters full of experienced wisdom and considerations for the craft brewer. It includes photos, illustrations and how-to’s for branding, differentiating, and marketing to the discerning craft beer market. So much of its content can be applied to branding start-ups of all kinds.
The Craft Beer Branding Guide is a great piece in terms of solid content and valuable print production inspo. Check out that pop of color on the cover. It features Neenah Paper’s brand new shade, Imperial Red, found in the relaunched CLASSIC® brands. The color works well to attract our attention. And on closer examination we see the detail of the blind emboss on top of the illustrations. The text pages are printed 4/color on CLASSIC CREST Text in Avalanche White.
Bonus, included in the guide are actual beer label samples printed on BELLA® Label Papers. And they’re designed to be reliable during production, so they look great on shelf.