This week MAD Contributor-Freak James Vitoro highlights packaging highlights.
Despite the fact that it is often overlooked, packaging is critical to achieving consumer acceptance, especially with niche brands or goods. When consumers looking for a good beer are walking down the grocery store aisle or peering into the fridge at a bar, they can easily pick the boring choices like Budweiser or Miller Lite. To attract them to try something different, they are going to need to see a package that really sticks out from the pack.
The good news is that craft brews have a lot to offer. They can differentiate themselves by their location, their brewing style, their color, texture or flavor. Most importantly, craft brews can differentiate themselves by their messaging and brand.
The package should instantly communicate these qualities to the consumer as they gaze at their choices. A good package will highlight the brand, beer type and attract the consumer with attractive colors and shapes.
Think about well-known craft brews such as Howling Monkey. The beer has a unique, unmistakable, quirky shape. The package also has a humorous picture of a monkey that is hard to forget and the explanation “Black and Tan” to tell consumers what they are getting. Brooklyn Lager is another popular craft brew. The name immediately indicates the location of the brewery, along with all of the connotations of the location. It’s catch phrase “The Pre-Prohibition Beer” indicates its reliability, quality and popularity. Finally, the simple green, black and white colors with elaborate type also demonstrate the brand’s unique positioning.
The MAD House focuses on branding and packaging for consumer focused products. The company has world-class experts producing cutting edge ideas for a variety of companies. The MAD House team has helped many small, medium and large companies enhance their brand look, feel and messaging. For more information, please contact us.