Category Archives: Beer

The Right Label is Articulating and Delivers a Simple Brand Promise

The Right Label is Articulating and Delivers a Simple Brand Promise

Our staff chipped in on this quick read regarding a Simple Brand Promise. Read on …

Articulating and delivering a simple brand promise can be difficult when you are trying to establish your company. You want to feed a need and satisfy a desire at the same time. This is something most customers are looking for when they make a purchase. 

Keep Focused

As companies and organizations grow, brand promises may become diluted and distract from the original idea. Not only is this dangerous territory, but it tends to confuse your customers. It results in lost profit and decreased visibility. 

In many cases, these problems arise because the business is trying to capture a wide range of markets instead of concentrating on their core audience. Always keep your main products in mind in order to stay focused on your promise to deliver quality. Whether you create craft beers and hard ciders or wines and juices, look at your labels closely to make sure they carry the right message to your customers. Hiring specialists for the job can help you hit ground running. 

Simple, Effective Labels 

An effective brand stewardship delivers your message while presenting it to your customers is an entertaining format. Keep it simple and direct, this will prevent your ideas from getting lost in busy labeling. Professional designs can embellish everything from your cans to the tap handles. They will get your message in front of customers in a variety of locations. 

The easiest way to meet your brand promise is to make the message clear with direct labeling on your website and in your marketing tools. Everything from your swag and sign to the napkins and placemats should work together to identify your product and your message. This identifies you the minute they see your logo.  Contact us to discuss how to keep your message from wandering and deliver on your promises.

Paying Attention to Packaging Can Drive Up Your Sales

Hey!  Wake up.  Sandy Gates wants you to pay attention to your package design.  Read on.

Have you ever perused the beer aisle when BAM a six pack of a beer you are unfamiliar with grabs your attention? You may know nothing about the brewery, the taste, or if you will actually enjoy the beer at all. But the packaging is just so interesting and has lots of eye candy. Loads of graphics, a funny little story about the owners of the brewery, and the labels on the bottles have a different, famous person on each one. Not only are the people famous, each photo has a theme. One bottle has a politician riding a bull, another bottle has an actress watching a silent movie. Before you know it, the six pack is in your cart, and you are heading for the check-out line.

We are a visually stimulated society which is an important factor in your packaging. From a tap handle to a website, your packaging content can drive sales forward or keep sales flat. And you may be the most talented craft brew master of the tastiest beer in the area but if don’t have an eye for packaging, it may be time to bring in the professionals.

The MAD House is a group who knows branding and marketing, loves to work WITH our clients, and at the same time have fun doing our job. Affordability is of course important to us, but a unique packaging design, along with our well-known reputation can make your new brew come full circle. When you walk through the doors at The MAD House or make the call to one of our representatives, you can be assured we will service your packaging needs and more. Please contact us and let’s discuss your needs.

Three Key Aspects of Unique and Purposeful Packaging Design

This week, MAD Contributor-Freak David Caissie gets wrapped up in some package design ideas.

Fiction: Most consumers make very informed choices during a shopping trip, having studied competitors and analyzed the benefits of each product very carefully. They thoroughly weigh the pros and cons of each brand and make the best choice suited to their individual needs.

Fact: Life is insanely busy for the average consumer! Most have stressful jobs, families, kids activities, social engagements, and plenty more on their plate literally every single day. There is simply no time to read labels in depth, analyze facts and figures, and make a fully informed decision on every product you buy. Studies prove that people actually do very little of this when they go shopping and usually make purchases based on things like color, style, and instinct more than anything else.

Properly understanding this level of consumer purchase behavior in itself is key to creating unique and purposeful packaging. Below you will find three more key aspects of this concept that contributes to overall better branding.

  1. Keep It Simple – We’re leaving off the last word to this classic marketing adage to not offend anyone out there with potentially thin skin. Simple design normally wins out over cluttered packaging and flashy symbols, colors, and other marketing jargon. Many package designers make the mistake of thinking they need something flashy to catch someone’s attention, but in reality its simplicity that customers desire most. People get yelled at often enough at work and even at home for the most part. They don’t need their products to be doing the same thing.
  2. Create Differentiation – It’s easy to confuse simplicity with conformity. There are simple ways of creating differentiation that don’t offend anyone and don’t come off as loud or confrontational. The use of cusps here is an excellent example. Cusps are clearly defined, sharp images around brand logos and other package shapes that tend to stick out in a customer’s mind. They are clear separators that people tend to remember as opposed to rounded, smoother images that eye tracking studies have shown people to merely gloss over without any sustained recognition.
  3. Emotional Attachment – Unique packaging creates an emotional attachment. It has something iconic or memorable in its design. There may be an image of a person with a particularly engaging smile or direct eye contact. The truth is that people gravitate toward the product they see as more of a reflection of their personality. Use this element in your package design effectively to create a unique bond with them.

“The Mad House” helps to build brand image and unique packaging design with a wide variety of clients. We value your business and offer a unique blend of refreshing creativity, decadent design, affordable pricing, and elite customer service. Please contact us today for more information.

Knock Their Socks Off With Your Packaging

by MAD Contributor-Freak Sylvia Cochran

You do not have a lot of time to turn shoppers into buyers. Even if you have the greatest craft brew on tap, you will join the 85 percent of annually failing products if your packaging does not deliver a Siren’s song that proves irresistible. Much is said about providing consumer education at the point of purchase to show product advantages.

Are You Selling Diapers or Beer?

Does it work? Sure, if you are selling diapers. New first-time moms are notorious for agonizing over decisions involving diapers, baby shampoos and teething rings. Craft beer buyers, on the other hand, are an adventurous lot. They want to be wooed, not schooled. They are looking for the adventure of a taste and a taste bud tickling voyage into new experiences. This is where your packaging needs to promise to take them.

Intuition Ale Works, Jacksonville, FL Easy on the Eyes Session IPA can design – Derrit Derouen, The MAD House photo: Intuition Ale Works

Delivering on the Difference

So, what sets you apart from the other brand on the shelf?

  • Relevance. Your product appeals to a certain demographic. Do not try to be Paul, and be all things to all men. Rather, embrace your targeted demographic; coddle it. Masculine colors appeal to … well, you get the picture. But be relevant in other ways, too. For example, eco-friendly containers are a huge selling point. So go ahead, if give your customer something to feel good about.
  • Innovation. Mind you, innovation is not just that you use a better ingredient. Rather, it is the mindset of your company. When your customer buys your product, she or he is reaching out for that innovative entrepreneurial spirit that allows the buyer to share in your success. Of course, this only works when your packaging delivers the invitation.
  • Trendy. Tapping into what is hot and avoiding what is not is a major factor for success. A couple of decades ago, when the green algae craze hit every store shelf in a variety of forms, anything having to do with the fad could not fail. Today, you probably would not be able to give the stuff away. Does your packaging tie into today’s trends and avoid yesteryear’s fiascos?

If all this is making your head spin, just contact us at the MAD House. Packaging? We got that!

Why Craft Beer Packaging Matters to Your Brewing Business

Capturing consumer attention can quickly lead to sales.


Most people don’t want to think that the decisions they make are impulsive. The truth is that many decisions, aren’t made after extensive research. Retail packaging has a huge impact on the buying decision and, with beer shelves getting crowded, craft brewers need to use it to their advantage.

The Importance of Brand Awareness

When researching retail packaging topics, it is important to understand that each industry is a little different. Understanding why craft beer packaging matters is more than learning about logo positioning and bottle colors. Packaging helps you show off your craft and build awareness about your special brew.

When creating brand awareness, you need to stand out, but you also don’t want to be too out of the ordinary or convey the wrong message. No one wants to pick up a beer without knowing a little bit about it.

The perfect packaging should have:

  • An attractive color scheme or pattern
  • A clear company logo and other elements emphasizing your brand
  • A simple, yet unique design that sets it apart from others on the shelf.

On a base level, once you create the perfect packaging design, you can use it to increase brand awareness. The right amount of brand awareness will help you get more loyal customers who feel informed about what they are buying. This can lead to an increase in sales.


Sell Your Product

Packaging is often your chance to make a first impression. You need a professional look that clearly shows what your product is and how it can be used. It needs to help your product pop on the shelves.

Think about what you want people to think or feel when it comes to your brew and brewery. Then, think of ways to convey that message in three seconds or less. If you need help, consider working with a professional design team with experience in craft beer marketing.

If you aren’t sure how you can improve your current packaging to increase sales, contact us today. We will be happy to listen, and help you create attractive packaging that can really make a difference.

What’s on the Outside Counts

Why Craft Beer Packaging Matters is a question that stumps many people. If the beer tastes great, why does the packaging matter? The truth is that packaging can offer huge benefits to a craft brewery. Every label on every beer acts as a mini-billboard for the business. It should be an accurate reflection of the company itself. This will go far in creating a buyer who cares about your company, and can dramatically increase repeat buyers and even create a following for your company. A humorous label design can draw in customers, and clever six can, and twelve can cartons can increase sales by encouraging customers to buy more at one time.

Brand recognition is an important component of selling. The packaging should be easily recognizable throughout the product line, and should demonstrate something about the product you are trying to sell. If your brewery is small and family owned, and that is how you want to be perceived, then your packaging should reflect that. If your company is about environmental integrity, why not show your customers through your branding? Unique packaging will not only help your customers feel more connected to your brewery, but will also allow your brewery to stand out in a crowd and build a bigger customer base.

Effective and creative branding also helps craft beers gain coveted shelf space in grocery stores and local bars. Restaurateurs and buyers love to see a company that is easily recognizable and that stands out in a crowd. People love a company with a good personality and branding that creates a visual representation of that personality. The talented team at The MAD House produces creative and wonderfully unique designs. We will work with you, as a partner, collaborating with you to create the perfect packaging family for your craft brewery.

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