Beer labeling today: Standardized, recognizable, simple

The craft beer labeling field is a continued source of vibrant and interesting packaging. Designing labels for bottles and cans has become an art form, one that lets breweries show off their creative prowess. That said, creating new looks for beer isn't all fun and games. Brewers' flights of fancy have to be calculated to stand out among an increasingly crowded field already stocked with colorful and interesting brands.

The true challenge associated with craft beer label design and printing involves finding a balance. Matching the wit, boldness and distinctness that define the field with a dose of dedicated and focused marketing smarts can help brands establish their products' place in the cooler.

Getting the point across
Excessive or wild label designs can catch the eyes of shoppers – but they may also provide little indication of which company produces a beer, or how it might taste. This potential confusion may explain why brands are moving back toward clarity as a major design principle. The San Diego Reader reported that when California brewery San Marcos redesigned its labels in 2016 and rebranded as Great Goats, it decided on a simple, consistent look.

The brewery's general manager, Dean Jacobson, told the source that other breweries have decided, in recent years, to strip out elements that could make it hard for consumers to read their packaging. Furthermore, these companies have singular, recognizable logos that are employed across whole lines of flavors. The new Great Goats line is taking this approach, with a cartoon goat appearing on all its various offerings.

Matching ideas and visuals
Picking a logo and visual style to represent a brand is an important step in getting a distinctive beer onto the market. As Virginia-based newspaper the Daily Press pointed out, brands today take their time getting from initial concept to final label, working closely with outside graphic designers to come up with iconography that matches their identities.

For example, a local brewery recently created a brand logo that crammed many different symbols into a small space; a bridge design evokes the college where the founders met; the company's building is present; the whole shape of the label evokes the Chesapeake Bay Deadrise, the state boat of Virginia. The logo was printed to evoke an old-time feeling and bring the many design elements together.

High-quality printing needed
No matter how ambitious a brand's ideas for a beer label are, poor printing quality can harm its appearance. When companies print on-premise, they need to ensure the printer they employ is up to the task. The Optimedia Labs U.S. store and Canada site are stocked with many such options.