Wednesday Rambling: The Craft of Branding
Branding: Creative Style Of Labeling Adds To The Experience
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.