The ART & CRAFT of a retail launch. / June 30, 2017
Dam. Fine. Packaging. That was the result of an extremely fun and rewarding brand development assignment with one of Central Minnesota’s fastest growing craft breweries, Beaver Island Brewing Co. To help them make the leap from local taproom to broader retail presence, we set to work on a brand blueprint for their “Dam. Fine. Beer.”
We met with the brewers, toured the facility and tested the product. And then tested it again. We find you can’t do enough testing when it comes to this kind of brand development. The resulting strategy outlined a more focused story and set of design guidelines that embraced the unique culture of the brewery, its local heritage and the intense commitment to quality inherent in the brews.
That story unfolds in different ways in each of the new cans designed by Adventure. The first three – Ripple German Ale, ‘39 Red IPA and Sweet Miss, a chocolate oatmeal milk stout – all feature an intricate system of hand-drawn illustrations that speak to each brew’s inspiration. It also gave us an excuse to draw some moons, unicorns and happy little skulls.
“Brewed with heart. From the heart of Minn.” is a statement that now punctuates each of the new cans, and it stands as a testament to how the brewery operates. The same dedication and passion they put into every pint extends to how they work to give back to the community that has supported them in so many ways.
The branding platform is currently being extended to a wide range of brewery essentials, including coasters, advertising, tap handles, apparel and other merchandise. And, following the June launch of the initial three cans, design work has already been completed on two additional seasonal brews (more on those in the coming months).
In the meantime, we encourage you to critique the work and taste test the product at the taproom in downtown St. Cloud or at a growing list of Minnesota bars and liquor stores – it’s sure to be a solid addition to a long holiday weekend. If you dig it, be sure to tell us about it. If not, have another round and reconsider your stance.