South Shore Brewery's New Packaging!
Rebrand | Bottle Labels | Six-Pack Carrier
Six months of creative planning, brand managing, beer drinking, countless illustrations, revisions, spell checking, copywriting, die-lining, Pantone color matching, proofing, post-it note edits, emails, texts, social media planning, content creating, photo shoots, keeping this a secret, to the release and CELEBRATING!! This is what a dream process to reality project looks like, folks.
South Shore Brewery's flagship beers have come a long way in the last 22 years. Maintaining the brand equity built up over the years while creating a fresh update to the packaging design was a challenge. We identified the iconic shape of the shield as a great way to incorporate a die-cut design to the label. This allowed us to open up the "canvas" for graphics and the beer's name. Creating a secondary logo version gave us options within the new designs. Utilizing white space in the design was a decision made after studying beer packaging in the stores, where white space would be a unique identifier among the competition. The icons, illustrations, and color palette were designed to compliment the history and story of the beer and gave us new imagery with which to play in retail display, promotions, advertising, merchandise, etc.
Once we were ready to tell everyone about the new packaging, we wanted to craft the story to create anticipation and buzz. A ten-day countdown proved a successful way to hype the release on social media and through an email newsletter as well as driving traffic to the updated website. Now go out and buy some South Shore beer!