packaging a craft beer brand bizability event, chapman university august 3, 2013
TRANSCRIPT
Packaging a Craft Beer BrandBizability Event, Chapman UniversityAugust 3, 2013
Key Elements of Branding Through Packaging
Engage your material supplier early, if not firstSaves time and cost in brandingDesigners will love youValue engineering must be done early
Differentiation does not have to cost a fortuneCritical in the start up phaseCollaboration with creative side is key
Be careful how you spend your branding dollarsEmotional vs. Impactful
Examples
Our Central BeliefsOur CUSTOMERS are the lifeblood of our organization
Our hiring will produce ENTHUSIASTIC and passionate people
Our SUPPLY CHAIN partners are an extension of our company
Our GROWTH is relentless, balanced with conservative management
Master Cartons – Great Basin vs. DustbowlStructural engineeringFlexo vs. litho print in the design processValue engineering – board color
Keg Collars – Stone vs. Mission Increased flexibility with special releasesDistribution cost savings Improved handle usage at retail
Examples Continued
Our Central BeliefsOur CUSTOMERS are the lifeblood of our organization
Our hiring will produce ENTHUSIASTIC and passionate people
Our SUPPLY CHAIN partners are an extension of our company
Our GROWTH is relentless, balanced with conservative management
Bottle Labeling – Coronado vs. MissionBranding would not translate across
technologiesNot a lot of cost difference between the two
Stone Cellar Carrier vs. Wrapped Delivery VanEmotional vs. Impactful
Color Selection Strategies
1. I have no idea
2. Know your substrates
3. Know your print technologies
4. Make sure your material supplier and your designer/agency are sharing a craft beer together
Optimal Size Selection(bottle size, 4 pack vs. 6 pack, etc)
1. I have no idea
2. Pack price seems to be driving most decisions
3. Protect your profitability
4. Don’t do something because someone else does
And the most important component in branding?
Chris Cramer, CEO & Co-FounderKarl Strauss Brewing Company
“My biggest fear in the industry today is product quality and the integrity of craft brew. Any new player has a responsibility to bring a quality product to market, which helps everyone succeed and keep the craft brew industry growing”
Thank you & Good Luck!