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Archive for January, 2016

Wednesday Rambling: The Craft of Branding

Branding: Creative Style Of Labeling Adds To The Experience

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There’s no denying that humans love alcohol. Whether we are enjoying a nice glass of wine with a meal, a beer at a sporting event, a Scotch in our quintessential, bull dog-accessorized mahogany lounge, or the fifth rum and coke at a club, a drink can help to compliment, enhance, or even alter the mood of an experience. While this may not always be for the better, and since alcohol doesn’t always return the love back to us humans, it’s a known fact to be conservative with consumption.

Now, while that sounds a lot like a PSA for drinking sensibly, it can instead be spun to open up the discussion of craft beverages. With local beers making leaps to popularity in the last handful of years, a similar trend in the production of craft spirits is coming to the forefront. Central PA Magazine’s winter 2016 issue devotes an article to this topic, discussing whiskey, gin, brandy, and vodka-producing area-specific distillers making waves in this field. While bigger cities across the country have already embraced this trend, the sprawl of similar distilleries into the realm of smaller towns is an exciting development. Pat Devlin, CEO of Tattered Flag Brewery & Still Works in Middletown, accredits success to the consumer’s desire for local ingredients in carefully made spirits that are unique, flavorful, and specific to the area.

Overall, this makes total sense. People love fostering pride in the city or town in which they live, and enjoying local products is one way to do so. However, with specificity and smaller-batch distilling comes a shift in price. While this increase typically isn’t dramatic, the change is more or less felt in the bar atmosphere, particularly at one that sells handcrafted cocktails with original ingredients – another recent trend that puts these special spirits to good and tasty use. Notably, the prices of these cocktails can be quite searing, which may be viewed as a negative side effect. Yet, this typically helps to control consumption amongst those of us who aren’t of Rockefeller decent, tying the discussion back to the increasing practice of savoring alcohol.

Creative Style Of Labeling Adds To The Experience

Now, while we’re not discrediting that there is a special time and place for those sloppy Smirnoff nights, the rising trend in stepping out for a cocktail or two made with flavorful, often tastier distilled spirits is becoming prevalent with the increased desire to sip and savor – and in branding’s favor, many of these product designs are sculpted to fit the visual bill. Looking at labels and bottles for both craft spirits and beer alike, the general aesthetic is sophisticated yet artsy with a homemade edge. This unique, creative style of labeling adds particular tangibility to the experience and envelops the consumer in a positive, gratifying mindset – I’m worth it.

These successes aren’t without room for improvement, however. To quote Basil Papoutsis of the Shawneetown Distillery, “a lot of these guys can make super whiskey, but they aren’t marketers,” and it’s true – it’s terribly difficult to turn out good product, run a business, package and label, and still have time to promote any of these aspects. Thus, many distilleries turn to businesses like holberg design for marketing, branding, and design elements, and needless to say – for the good of the spirit! – we are always happy to help.

Come to holberg design for all of your branding and marketing needs.

All images sourced from thedsgnblog.com.

Wednesday Rambling: Video Marketing Campaign to Succeed

holberg design Captures Brand Essence With A 30-Second TV Spot

If a company wants to make a bold marketing statement, most turn to logos, billboards, online ads, and other such media for production and distribution. But when it comes to video commercial work, smaller companies often opt out. What may seem like a complicated process – scripting, storyboarding, production, editing, and so on – takes time, expertise, and hard work, but when teaming up with talented, professional individuals, the final video can be impactful, exciting, and highly effective.

Wyndridge Farm (located in York, PA) asked holberg design to capture their brand essence for their first 30-second television beverage commercial. One challenge is that the TV commercial is brief, and needed to tell the whole story in thirty seconds. holberg design handled creative concept, art direction, copywriting, animation and brand development. holberg then hired Hayman Studio, the areas top commercial photography and video studio, to handle cinematography, editing and sound design. holberg first started with a solid script, keeping the tone of copy in line with the brand’s voice. We then quickly moved on to storyboarding, location scouting, and content development – all before shooting the actual video footage. Covering all of these bases extensively before helps the filming process to go as smoothly as possible, and in the end, we had all the shots we needed in a little less than eight hours. Hayman studio expertly captured the beauty of the farm and brewery all in one day.

In essence, the thirty-second commercial needed to fit the style of the brewery – highlighting a farm theme – with the main goal to communicate Wyndridge’s identity and include sufficient “beauty shots” of the branding label designs. Since most consumers identify the product by the logos and labels, it was important to spotlight these visuals in the commercial. After all, selling the video to the fan base is the critical conclusion to all of the hard work.

And in the case of the Wyndridge commercial, a grand finale it has been! Having posted the finished video on the Wyndridge Farm Facebook page, in under a week, the view count has soared to an amazing 55,000 – from that single outlet alone. An exciting accomplishment for all of us involved in the creative and developmental process! It’s always rewarding to see our clients receive the attention they deserve, and playing a role in the success story is what keeps us going!

If you’re thinking of expanding your marketing reach with some video work, holberg design can help you bring your ideas to life.

The script:

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The storyboards:

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The photoshoot:

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The final video:

Wednesday Ramblings: New Year, Same Love for Email Marketing

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With social media consistently on the rise, the hypnotically influenced desire for fleeting satisfaction from new followers, new audiences, new likes, new comments, and – in the right context – possible new business connections keeps people coming back for more. But once these temporary highs fade, a good number of them dead-ending in a disappointing turn of events similar to only getting one like on that Facebook post, advertisers are left unfulfilled. While utilizing varied electronic and printed outlets is essential to the marketing success of a business, one trite and true method still remains faithful through the seasons.

The good, old-fashioned email. Now, while “old-fashioned” may seem like strange phrasing, twenty-two years of widespread usage gives email a bit of street cred – and one of the reasons it’s still so widely used today is because it works. It’s easy, it’s direct, it’s specific, and it’s fast. Gather your email recipient list, develop and attach content, manipulate to best avoid spam filters, and hit send. Done.

Now, while it’s a reality that people will see an advertisement-based email, scan it for two seconds, and with varied interest levels either immediately save or delete, the effectiveness – and cost efficiency – has remained in email’s favor. In their recent article, “2016 Game-Changing Marketing Trends”, online media publisher Business 2 Community lists email marketing as a continuing trend for the New Year, when considering the likelihood of companies to seek money-saving tactics. In fact, three-quarters of respondents within the article said that email marketing used in the effort to continue growing subscriber bases was a core pillar of their businesses, for when ads and content advertisement get expensive and competitive.

Moral of the story? While nobody truly knows how the marketing strategies of 2016 will play out, continuing to implement a reliable staple from – dare we say it? – last year’s trends may prove to be the most innovative plan yet.

If email marketing is a desired part of your advertising strategy, make sure to come to holberg design for all of your marketing needs!

 

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