Craft Beer Packaging Design: A Comprehensive Guide

Published on 18 July 2023 11 min read

Research the market
Develop an identity for your brand
Incorporate visual elements that reflect your brand
Design the beer label
Choose the right packaging materials
Consider sustainability
Ensure compliance with regulations
Test packaging in real-world conditions
Review feedback and make adjustments

If you're a craft beer brewery looking to make a visual splash in a bottle shop or pub, you're in the right place. This guide will help you navigate the process of packaging design for craft beer breweries, from understanding your market to choosing the right materials and ensuring compliance with regulations. Let's start with the first step: researching the market.

Research the Market

Before you even start sketching design ideas, it's important to understand the craft beer market and where your brand fits in. This involves taking a close look at your competition, identifying your target audience, and understanding the latest trends in craft beer packaging design.

Understand Your Competition

First, let's talk about your competitors. You're not just competing with other local breweries - you're also up against big beer companies and import brands. Here's a simple way to understand your competition:

Local Breweries: Visit bottle shops and pubs in your area. Take note of the craft beers they stock and how they're packaged. What stands out? What doesn't?
Big Beer Companies: These companies have big advertising budgets and their packaging design often reflects this. Even if you can't compete with their budget, you can learn from their strategies.
Import Brands: Don't forget about beers from other countries. They often have unique packaging designs that can inspire your own.

Identify Your Target Audience

Next, you need to identify who you're trying to reach with your craft beer. Are you targeting craft beer connoisseurs, or are you hoping to attract wine drinkers with your fruity ales? Your packaging design should appeal to these people. Here are some questions to ask yourself:

What age group does your target audience fall into?
What do they value? Taste? Uniqueness? Tradition?
What kind of visuals appeal to them?

Stay Up to Date with Packaging Trends

Lastly, keep an eye on trends in packaging design for craft beer breweries. This doesn't mean you should blindly follow the crowd, but understanding what's popular can help you make informed decisions. For instance, minimalist designs and eco-friendly materials have been trending in recent years. Remember, the goal is to stay relevant without losing your brand's unique identity.

Develop an Identity for Your Brand

Now that you've got a good understanding of the market, it's time to take a long, hard look at your own brand. Crafting an identity isn't just about coming up with an eye-catching logo or a clever tagline. It's about figuring out what your brand stands for and how you want your customers to perceive it. So, let's get into it!

Define Your Brand's Core Values

Start by asking yourself: what does my brand stand for? The answers might be anything from "authenticity" and "creativity" to "sustainability" and "community". Here's how you can define your core values:

Think about why you started brewing in the first place. What motivated you? What principles guide your brewing process?
Consider what makes your brewery unique. Do you use unconventional ingredients? Do you adhere to traditional brewing methods?
Reflect on what you want to achieve. Is it to create the most innovative beers? To be the most sustainable brewery in your area? To build a strong community around your brand?

Develop a Distinct Visual Identity

Once you have your core values in place, translate them into a visual identity for your brand. This includes everything from your logo and color scheme to typography and imagery. For instance, if one of your core values is "sustainability", you might consider using earthy colors and organic shapes in your design. If "innovation" is key to your brand, a more modern and bold aesthetic might be more fitting.

Create a Consistent Brand Voice

Your brand voice is the way you communicate with your customers, and it should be consistent across all your marketing materials, including your packaging. The tone of your brand voice can range from serious and authoritative to friendly and playful, depending on your brand's personality. Remember, your brand voice isn't just about words. It's also about visuals. So, be sure your packaging design for your craft beer brewery echoes the same tone.

Developing an identity for your brand isn't a one-and-done task. It's an ongoing process that evolves with your brand. But, with a clear understanding of your core values and how they translate into a visual identity and brand voice, you're off to a great start!

Incorporate Visual Elements That Reflect Your Brand

Now that we have a solid brand identity, it's time to bring that to life in your packaging design for craft beer breweries. This is where the fun starts — let's dive into the world of visual elements.

Choose Colors That Speak Your Brand

Color is one of the most powerful tools in a designer’s toolkit. It can evoke emotions, set a mood, and even influence buying decisions. Here's how to use color in your packaging design:

Consider the emotions associated with different colors. For example, blue is often associated with trust and loyalty, while red can evoke excitement and passion.
Think about your brand's personality. If your brand is playful and energetic, vibrant and bold colors might be a good fit. If it's more sophisticated, consider using muted or monochrome color schemes.
Stay consistent with your brand's visual identity. The colors on your packaging should match the colors used elsewhere in your brand.

Use Typography to Set the Tone

Typography, or the art of arranging type, can also help to convey your brand's personality. Here's what you should keep in mind:

Choose fonts that reflect your brand's personality. A quirky, hand-drawn font might be perfect for a fun, experimental brewery; a clean, sleek font might be better for a brand that values simplicity and minimalism.
Make sure the font is legible. It doesn't matter how pretty the font is if people can't read it!
Don't use too many different fonts. A good rule of thumb is to stick to no more than two or three.

Consider Imagery and Graphics

Images, illustrations, and graphics can add an extra layer of personality and appeal to your packaging design for craft beer breweries. Here's how to use them effectively:

Choose images that reflect your brand's core values. For example, if sustainability is a key value, you might use images of nature or eco-friendly symbols.
Consider using illustrations or graphics instead of photos. They can add a unique, creative touch to your packaging design.
Make sure the images are high-quality. Blurry or pixelated images can make your packaging look unprofessional.

Remember, the goal here is not just to make your packaging look pretty. It's to use visual elements to tell the story of your brand.

Design the Beer Label

Great, so you've got your brand's personality down and have chosen the visual elements that reflect it. Now, let's talk about designing your actual beer label. This is an area where your creativity can really shine.

Size and Shape Matters

The size and shape of your beer label can have a big impact. Here's how:

The size should be large enough to clearly display your brand name, logo, and other necessary information, but not so large that it overwhelms the design.
The shape can be an interesting design element. Go beyond the standard rectangle or oval. How about a die-cut label in the shape of your logo? That could be a neat way to set your brew apart.

Information Layout

Arranging the information on your beer label is an art in itself. Here are some tips:

Make sure your brand name and beer name are prominent. They should be the first things people notice when they look at your label.
Include necessary information like the beer style, ABV (alcohol by volume), and any unique ingredients. But remember, keep it simple and don't clutter!
Consider adding a short description or story about the beer. It can make your beer more memorable and interesting to customers.

Keep it Consistent

Consistency is key in packaging design for craft beer breweries. Here's why:

Each beer you produce should have its own identity, but they should all look like they belong to the same family. This can be achieved by using consistent typography, color schemes, and graphic styles across all your labels.
Consistency creates a recognizable brand image. Customers will be able to spot your beer in a sea of competitors.

Designing a beer label is about more than just creating a pretty picture. It's about telling the story of your beer and making people want to pick it up, open it, and take a sip.

Choose the Right Packaging Materials

Now that you've nailed the label design, it's time to pick the right packaging materials. Your packaging plays a big role in the overall experience of your craft beer — from how it feels in the hand to how well it protects the beer inside.

Can or Bottle?

The age-old question — should you go with cans or bottles? Both have their merits:

Cans are lighter, more portable and protect the beer completely from light. They're great for outdoor activities like camping where glass isn't the best option.
Bottles, on the other hand, have a classic appeal. Some beer enthusiasts swear that beer tastes better from a bottle.

The choice between cans and bottles really comes down to your target market and the image you want to project. So, consider your audience and make your choice accordingly.

Choosing the right material

Once you've decided on cans or bottles, you need to choose the right material. Here's the lowdown:

For cans, aluminum is the go-to material. It's lightweight, recyclable, and blocks out light completely.
For bottles, amber glass is the most common choice. It protects the beer from harmful UV rays which can affect the taste.

Don't Forget the Caps and Carriers

Caps and carriers are important too. They're part of the package and can enhance or detract from the overall design. Here's what to consider:

Caps: Whether it's a bottle cap or a can tab, consider how it fits with your overall design. Could it be a spot for your logo or a pop of brand color?
Carriers: If you're selling your beer in packs, the carrier is another chance to show off your brand. It should be sturdy, easy to hold and carry, and of course, visually appealing.

Choosing the right packaging materials is an important step in the packaging design for craft beer breweries. It's not just about looks, it's about functionality and the overall brand experience.

Consider Sustainability

While creating packaging designs for craft beer breweries, it's important to think about the environment. Not only is this good for our planet, but it also appeals to consumers who value sustainable practices. So let's dive into how you can make your packaging more eco-friendly.

Choose Recyclable Materials

First up, consider using recyclable materials. Aluminum cans, for example, are highly recyclable and often made from a significant portion of recycled content. Glass bottles, on the other hand, can be reused and recycled multiple times. By choosing recyclable materials, you help reduce waste and conserve resources.

Consider the Packaging's Life Cycle

Don't just think about the packaging's fate after the beer is consumed. Consider the entire life cycle of the packaging — from production to disposal. For instance, lighter packaging materials like aluminum use less energy in transportation, reducing the carbon footprint.

Minimize Packaging

Another way to be more sustainable is to minimize the amount of packaging used. Do you really need that extra layer of plastic wrap? Could you use a smaller label? Less is more when it comes to sustainable packaging.

Remember, sustainability isn't just a buzzword—it's a responsibility. By considering sustainability in your packaging design for craft beer breweries, you're not only doing your part for the environment but also attracting like-minded consumers. Cheers to that!

Ensure Compliance with Regulations

When it comes to packaging design for craft beer breweries, it's not all about aesthetics and sustainability. You also need to ensure that your packaging complies with the regulations in your area. Let's break down some of the key legal requirements you'll need to meet.

Labeling Laws

First and foremost, your beer label must contain certain pieces of information. This typically includes the brand name, the type of beer, the alcohol content, and a health warning statement. Double-check the specifics in your area to make sure your label ticks all the boxes.

Packaging Standards and Regulations

Next, consider the physical packaging itself. Certain materials may be prohibited, and there may be standards around things like size, shape, and durability. Again, it's crucial to verify these details based on your specific location and market.

Environmental Regulations

Finally, don't forget about environmental laws. These could dictate the type of materials you can use, the amount of waste you can produce, or the methods you need to use for recycling or disposal.

With all this in mind, it's clear that compliance with regulations is a key factor in packaging design for craft beer breweries. It might seem like a lot to keep track of, but getting it right can save you a lot of headaches down the line. Plus, it shows your customers that you're a responsible and trustworthy brand. And who wouldn't want to toast to that?

Test Packaging in Real-World Conditions

Alright, you've got a packaging design for your craft beer that looks good and meets all the regulations. Great job! But before you start mass production, there's another important step: testing your packaging in real-world conditions.

Why Test?

You might have the most visually appealing packaging design in the world, but if it can't withstand real-world conditions, you're going to have a problem. Testing helps you to identify and fix any potential issues before they become costly mistakes. It's a bit like having a dress rehearsal before the big show.

What to Test?

When testing your beer packaging, consider factors like temperature changes, transport conditions, and how it will be handled in stores. For instance:

Does your packaging protect the beer from light and heat?
Can it withstand being moved around during transport?
Does it stay intact when stacked on supermarket shelves?

How to Test?

There are professional services that can conduct these tests for you, but if you'd rather keep it in-house, set up conditions that mimic real-world scenarios as closely as possible. Get creative! You could even ask friends or family to help you out by giving them a six-pack and seeing how the packaging holds up.

By testing your packaging design for craft beer breweries in real-world conditions, you'll be able to deliver a product that's not just attractive, but also functional and reliable. After all, you want your customers to remember your beer for its fantastic taste, not because the packaging fell apart in their hands!

Review Feedback and Make Adjustments

Now that you've tested your craft beer's packaging design in real-world conditions, it's time to take a step back and see what you've learned. This phase is all about reviewing feedback and making necessary adjustments. Remember, no design is perfect from the get-go; it's always a work in progress.

Collecting Feedback

Feedback can come from a variety of sources:

Direct user comments: This could be from your family and friends who helped you test, or from customers who've tried your product.
Sales data: If some products are selling more than others, could it be due to the packaging design?
Online reviews: Customers often share their opinions about the packaging in product reviews.

Whatever the source, take all feedback seriously. It's like a free advice from people who have interacted with your product.

Making Adjustments

Based on the feedback, you may need to make adjustments to your packaging design for craft beer breweries. This could be something small like changing the font size so it's easier to read, or something more significant like redesigning the entire color scheme to make it more appealing. Remember, the goal is to create packaging that attracts and delights your customers while protecting and preserving the quality of your beer.

It might seem like a lot of work, but trust me, this is what separates the good from the great. Paying close attention to feedback and being willing to make adjustments is a sign of a brewery that cares about its customers. And in the end, isn't that the kind of brewery you want to be?

If you enjoyed learning about craft beer packaging design and want to explore more about design processes, don't miss the workshop 'Design Process for Instagram Reel Covers' by Ansh Mehra. This workshop will provide you with valuable insights and techniques to create eye-catching and engaging Instagram Reel covers, which can be applied to various design projects.