Hey guys, we’ve been doing some branding concept work for a beer company and thought we’d ask everyone’s opinion on the directions we’ve taken. I’ve linked up 6 different branding concepts, each taking different directions. Nothing is final, but you should be able to get a good feel for the look of the brand with the concepts we’ve added below.
Comments are highly encouraged! We’re looking for some great feedback to help us out, so please let us know your thoughts. Commenting or filling out the poll would rock. Thanks!
Make sure you click the image to see the various versions of that logo set!
Thanks again for your comments and suggestions!
- Ulf
luke tokaryj
February 2nd, 2009
If I had to pick one that looks most official I would certainly pick A.
It has the right look and feel for a casual beer.
However if I’m picking one based on my own taste, certainly D.
I would love to pick up and drink a beer that reminds me(in the design at least) of a Tim Biskip illustration or of an episode of Fosters Home for Imaginary Friends.
Certaily a distinct style behind it.
Ulf
February 2nd, 2009
Yeah, I agree that D definitely has a distinct style. Something you don’t see on most beer labels.
Though I did make this post, the designs were actually put together by Brad. So I figure I’ll share my comments as well.
Personally, I voted for both A and B. The readability of A makes it an eye catcher if you’re browsing through the liquor store. I think it has a ‘beer label’ type of feel, but doesn’t resemble anything else on the shelves.
I liked B as well for it’s overall look and feel. The shield-like emblem makes it a brand that’s easy to distinguish from the rest.
Brian Swichkow
February 2nd, 2009
These are some really great mock-ups, however you are at a disadvantage of looking like other “established” beer companies. Design A instantly reminded me of Heineken (http://tinyurl.com/6pcjld) because of the color and “star burst” shape. Design B reminded me of Guinness (http://tinyurl.com/dgy39q) again because of the color, but also because the shield behind the name looks like their “harp” within their logo. Design F reminded me of Budweiser (http://tinyurl.com/bl32r4) because of the colors and the banner under the text.
Like I said, you are at a disadvantage since you are competing with the established brand images of other beer companies. I would choose either C or D.
Design C is a good design with strong colors. It feels somewhat Irish while the “destroyed” look of the “O” in the “organic malt” offers a somewhat urban feel.
Design D is more of a soft and friendly design that goes to a lighter crowd. Here I would say it would depend on the taste of the beer and the mood of the company. If the beer is a hard lager I would not suggest this design. This design does offer a local feel to the company and would be a great New England based beer.
Brian
Shauna
February 2nd, 2009
My first choice is B, then A. I love B’s black/ gold contrast, the lineal orientation and the crispness of the logo treatment. It also looks strong and masculine (probably a good thing for a beer brand- not to mention ‘Brecknock’ a bold sounding word), as opposed to some of the others which are more ‘artsy’ and creative. I like A for some of the same reasons, but I prefer the color palette of B.
Looks like a fun client! Hope you are getting lots of samples.
s
Cam Marshall
February 2nd, 2009
While I think all of the conceptual artwork is great, I voted for branding option ‘B’. It has a bold “beer-like” look and feel without subconsciously reminding me of competitor brands.
I think in a market saturated with a veritable dog’s breakfast of no-name beers it’s important to establish something recognizable and unique to the product.
The color combination along with the wordmark/logo stands out to me. The look is distinct, and would catch my eye in aisle. I am available for sample testing at any time.
Michael
February 2nd, 2009
My favorites are B and C.
B looks like a dark, upscale Guinness kind of lagar. C is very creative and original, but the “Brecknock” brand is a bit obscured.
Alli
February 2nd, 2009
I would really need to know where they are hoping to be placed in the market..e.g. are they only in beer and wine stores, or private stores or are the in the main stream? Do they produce many brands of just one type now..are they redoing their current logo or just starting out..sorry I used to do the marketing for Granville Island Brewing so we did allot of research into the typical purchaser, placement in the market etc..If you just want my opinion of the box, I like C and B equally-they are strong colours and strong font, and would appeal to what I belive their customer is in female and male capacity..what does the label look like then??
I think less is more as their are so very many labels out there they all blend in on the shelves
Hope that helps and thanks for asking..bet you just knew you would have an opininated set of clients…!
Paul Cotton
February 2nd, 2009
I’d take B as it immediately jumped out at me and I think it might be the furthest from what I’m used to for beer labels. All though it might be kind of Okanagan Springy. I think it’s also the simplest and most clean. I love beer.
nick
February 2nd, 2009
In general, I vote B … and then A. They stand out, they look nice. I think A is a little more … ‘organic’ but is more likely to be lost on the shelf. The gold / Yellow black and shield emblem of B is a powerful image. I’d be drawn to that even while ripping through a store on a friday night beer run. It excites, it makes me think of beer and something I could jump start my night with.
Some other thoughts:
F: I really like the Pint shape w/ Lager running up the left side. Actually, this whole concept is probably my second favourite overall, but it just doesn’t feel organic. You’re lost in the mix of Brahma and the rest. Maybe okay for the Brecknock Gurauna remix.
E: Makes me feel like I’m buying a box of green peas. Organic, yes, … but not exciting enough. Maybe more contrast? But then you might as well go with A.
D: This is really cool. I really enjoy this concept. But I don’t know if it’s right for Brecknock. Maybe a secondary product line. For girls. Haha. I mean that in the best way possible. It’s cool and I hope to see it somewhere. I just can’t imagine it resting on my Dad’s beer gut you know?
I vote B.
Shon
February 2nd, 2009
I am very drawn to option B. More specifically the bold yellow on dark stands out like no other beer that comes to mind. As someone above mentioned, it appears crisp and strong and it leaves a somewhat masculine and royal impression with me.
The sharp contrast and bold statement made by B’s color scheme is exactly what would attract me as a customer. The yellow seems to represent organic (in my head), wheat and corn and farms and all that jazz, so the message is complete.
Excellent work Brad
Alyssa
February 2nd, 2009
I really like the look of C, the only reason I didn’t pick it was the difficulty to read the sideways writing on the two options. Other than that, I really like it, C’s bottom left choice is PERFECT!
A & B are Great too!
A: The only reason I’d lean away from A is too much green like Heinekin? Wiht more of that Tan color it looks less familiar….like Heinekin…
B: I like the colors in B alot and the look is nice too, but somehow it just doesn’t stand out as strong as C for me. It seems much more refined, like its been around for decades and it reminds me of football as well. Depends what the client is going for I guess.
I’m not into E or F for beer. I do like the wheat on the D choice though. This one is very creative and artsy so again, depends what the client wants…
Great choices though guys!
Sam Kaloti
February 2nd, 2009
I like ‘B’and ‘C’
Alyssa
February 2nd, 2009
I mean C’s bottom right Choice is awesome… oops…
Rosemary
February 2nd, 2009
Hi Guys,
Well I’m not a beer drinker. However when I purchase some for company I do look at labels and reputation. So the first label that caught my eye was A although I like B (except it has a bit of a harley statement). Which could be bad or good. The other point my nephew made is it all depends on what colour the beer is. the bottle and how it taste. So he would like to sample the beer!
j.farynycz
February 2nd, 2009
A and B.
work on alternative font choice and reverse color combos…..fine tune and you have 2 solid directions.
read a comment concerning “organic”.
very true. mix the organic w. P.O.P. eye catching color/font combo and ya got it.
now you need 1 more concept!….I would suggest 3 solid directions for client presentation.
j. farynycz
thewhitemouse.com
Danny Jones
February 2nd, 2009
No doubt, B. The graphic in the top left of B’s samples with the shield on black and the stylized “Organic” below looks good. It feels established and rooted in a tradition of quality. However, I do not like the “made with organic malt” oval in the B group. “Organic” should speak to the care taken to choose the best ingredients and the personal attention given to the brewing process, not featured like “Low in sodium!” or “Made with REAL Bacon!” ;0)
Mario
February 2nd, 2009
Can’t say that any of them jump out at me. And I can’t force a choice without knowing what the beer tastes like, who it is targeted to, etc. Sorry. But from a purely “looks interesting” point of view, I’d go with D.
Jiri Bakala
February 2nd, 2009
B. No question in my mind.
Jim
February 2nd, 2009
A and B. I would insert the Company name above “Orgainc Malt” in A and then make the lable a little more “folksie” to appeal to organic buyers.
Lisa
February 2nd, 2009
I like the solid graphics in A the best. I also like the strong colours in B, however the green makes me think more beerlike and organic. I also love love love the “O” in C (not the curly vine one) It makes the name stand out, almost pronounces the name for you. Therefore, makes it easier to say and remember.
Nice work Brad
Melissa Wild
February 2nd, 2009
All are great however I would like to draw attention to the fact that this is a product that is different than the majority of its peers in the market an thus the branding should reflect that. I feel that a,b,e,f all have some reflection or similarity to other ‘brands’ on the shelf and thus would make the product blend in. c & d stray from the typical label and for me would stand out from the crowd.
Travis
February 2nd, 2009
I went with A. While B is also a very good looking beer A was the first image that really made me say, “Hm, that looks like a good beer!”
I agree with most statements about the color’s used in B. Very close decision for me.
Karen
February 2nd, 2009
I like the strength of B. but would add the word ‘Lager’ and make the badge with ‘organic…’ a little smaller. Not being much of a beer drinker I do not know what kind of a beer the ‘malt’ would mean but I do know what a lager is. A. is a close runner up for me. Great work as usual!!
dave'o
February 2nd, 2009
1. If the brand is being pushed into a scalable operation in and outside of Canada – A&E work for me as the font and design work cater towards the more traditional beer markets.
2. If this beer company is local and has really no intention of becoming a national brand – D works for me as I like the local, homegrown feel.
I hate the name as it reminds me of a bad car accident or falling on my head and hurting myself. Either that or some bizarre Bulgarian death metal band.
I like the “green” thing….FOR NOW! How long will green be good is anyone’s guess but I know that in the US college word removal program (a program where cool people decide what is not acceptable as a cool term anymore on campus) – Green, carbon footprint, and organic are now OUT!
cheers
Craig
February 2nd, 2009
In Set B the panel which is upper right has the best all around look. Colour scheme works best but not crazy about the other panels with the oval stamp because the oval actually works against the look and feel of the other shapes.
There are some good design elements in the A set that could be used in place of the oval.
Mike Mezynski
February 2nd, 2009
I gotta go with “B”. It just has a distinct look and is very noticeable, with an agressive and eye catching design. The logo just really makes me want to have a beer right now.
Although I do like “A” a lot as well, it just reminds me of another beer but I can’t remember which one. I could see myself thinking that if I saw the beer in the store.
“D” I think is a fantastic design but it looks like it would be more suited for an energy drink,green tea or something along those lines. And for some reason I can’t stop thinking of Lemony Snickets when I look at it.
Carrie
February 2nd, 2009
Out of all of them, I have to go with B or D, B being my favorite. The others showcase the “organic” to much and you can’t see the name clearly and they just didn’t jump out at me, I guess to me they look similar to other beers. Although I do like the way the “o” stands out on “c”. I like “D” because it’s different and the little artistech bird on the r is a nice touch! It looks kinda partridge familyish though. So I guess really I am no help. But I like B best because it looks distinguished, high end. I do think that the organic stands out way to much in the bottom left though, I think the logo in the top middle needs to be the focus, because really at the end of a long day do you really think people are gonna care if it’s organic! Maybe that’s what the company wants to push though. But all in all for me, B definitely gives me the “drink me” feel!
Shari
February 2nd, 2009
I like A for immediate impact, but the company name needs to stand out more, especially if this is similar to other beer logos. I really don’t like E – looks like a can of veggies, similar comment for the wheat logo D. B is too slick. . . doesn’t say organic to me. F is too generic. The Breckknock text from D, combined with the overall design of A might work.
Miriam Johnson
February 2nd, 2009
My husband(Todd) and I are both putting out 2 cents in here…. He and I agreed that B instantly stood out to us and looked like a darker lager, and if in fact the beer is that… then we vote B. If the beer is a lighter lager, then we vote D… it was VERY different yet refreshing and fun! You’ll have to keep us posted on which one you go with now!
danielle ryan
February 2nd, 2009
I really like letter C. I really like the background. I also really like the O with the leaf coming out of the top in the word organic
Letter A for some reason reminds me of ginger ale, and letter F reminds me of Budwiser.
Looks good
Brock
February 3rd, 2009
I like D with the barely determinable writing as a watermark. It reminds me of some high-end scotch labels. Being colour blind I find the greens too subtle but the red in F is most attractive. Perhaps a combination of the high-end look of the watermark in D with bolder colours.
Terry Keddy
February 3rd, 2009
B is the obvious choice for a traditional label with all its positive associations. However, D is the one that would catch my attention on the shelf. D gets my vote. One suggestion. Too much green. Needs the addition of warm gold. I like the idea of a green bottle as the base. Hi from Montreal.
Joanne
February 3rd, 2009
C grabs my attention as the colours and look is different from other brands on the market. But as it is a bit sophiscated it might not appeal to your market niche – maybe better for a wine label? The only comment is the brand of the company needs to be much larger. There is a lot of data compressed in a small space and therefore it doesn’t stand out.
I also like B – as the brand is clear but it has the feel of other products.
D is creative and very interesting but as the colours are pale it might not stand out on the bar against other products. If you made it a bit bolder, edgier it might be the way to go.
Good luck with your launch.
Joanne
stacey
February 3rd, 2009
I like B-2 and C-4. B is eye catching and unique. C (4) is probably my favourite though. However I think that you are giving the impression that the beer itselg is called “O”. I would recognize the label but wouldn’t be sure what to call it. A and D a very reminiscent of Heineken. E and F look like cereal boxes!
Mark Busse MGDC
February 4th, 2009
I did not vote and find this a highly questionable approach as part of a strategic and effective design methodology.
Where’s the value in an unqualified, public poll for a brand identity without any expression of brand attributes, positioning, demographics, messaging or anything other than “beer” to base a judgment on? And are your respondents qualified to give opinions on such matters or even a part of a target audience?
I am an experienced communication designer with 20 years of experience working on brand identity and beer marketing. And in fact I like the idea of being open and transparent with creative process, but only if by way of a network of experienced design professionals to elicit input from.
Heck, I’m surprised your client allowed you to do this publicly, exposing their new brand—pre-launch mind you—in this ad hoc online focus group.
And don’t you agree that posting six early concepts implies an inability to make an informed recommendation based on an effective design methodology? Isn’t that what they were hired you to provide? Why are you asking me?
Mark Busse, MGDC
Brad
February 4th, 2009
Hi Mark,
Thanks for sharing your perspective.
Let me start by saying this, I do agree a little backstory, positioning and target market detail would have been helpful for our viewers to present their perspectives with greater gusto. Sure, not everyone who commented was a world famous designer. But we believe it’s great fun, and we take what we can and learn from it.
Before posting these concepts on our website we had already presented our initial ideas (and our “reasonings”) to our client. Similar to what you see above. Oh, and yes of course we had permission to post conceptual work!
Rest assured, our design process does involve that… What do you call it… Oh, “thought”. We cased out beer stores, looked at labels and packaging. We read the company’s business goals, strategies, mission statements and tag lines. We experimented with fonts and colours until our eyes crossed and eventually put it all together into the initial conceptual directions you viewed on our blog. Short of holding hands in a circle and asking our clients how they felt inside – I feel we did a pretty good job. And what you see above is just the beginning of our process!
Want more value? As primarily a web based studio, this blog post presented us with the opportunity to showcase some of our other skills to our client base. Namely graphic design & identity services.
I fully disagree that posting six early concepts implies any inability to make an informed recommendation. Early design methodology was our very first step – How else did we get to the creative point above?
Thanks All,
Brad Marshall
Fruitman
February 5th, 2009
B strikes me immediately. Strong, Dark (like Fruitman). It looks similar to the feel of other Malts. Some positives and potentially some negatives there depending on what you are hoping to achieve with the brand.
As I look at them further I like the theme of C but there is too much going on there with the fonts and I don’t like the two different background designs.
I like the Organic feel of D but the color is somehow un something. MAybe a bit fruity. hhmmmmmmm.
As is I would choose B, but i think C or D have more potential if you are looking for some differentiation.
Well gotta go, feel like a bowl of fruit salad.
Brian
February 6th, 2009
Without understanding the brand story and the market positioning that is desired, I’m left with a personal response.
I’m all about “B” for its strong rich colors, it looks established, high quality, rich heritage, legendary look.
How the heck is this “Fruitman” character qualified to comment??? This is bear not fruit. Is it possible that a Super Hero is possibly a closet drunk???
Go “B” Go!!!!
siobhan
February 6th, 2009
I like D if you could improve the readability and make the color distinctions crisper.
B has been ranked most popular but to me it is very close to the black and gold of Boddingtons and other British beer and ales. I think this could create some identity confusion.
The use of the star spiralling out in A and E reminds me of bread, cereal or granola and other natural foods that are not beer like.
However, in terms of readability and clarity A would be ranked highly but I also think it could create some brand confusion for the reasons noted by others.
I think D has the highest potential to carve a niche audience and market but it needs some improvement to spiffy up the color contrast and symmetry. In particular I would move Lager to read horizontally on the top. You dont need to be off center to cultivate a distinct audience and brand the font and palette is doing that for you.
Dan O
February 7th, 2009
Marc,
I like A the best. The other sets seemed either lopsided or the colors did not work for me.
Hope this helps.
Cheers,
Dan O
Graham
February 9th, 2009
Hi Brad and Mark… An interesting selection. As someone who is always in a hurry, I prefer labeling that makes a direct impact on my senses and tells the story in a split second. As a senior and therefore more of a traditionalist I like a beer label that looks like a beer label. So to accommodate both of these personal idiosyncrasies my choice would be A or B with A leading. I have little knowledge of the appeal of ‘Organic’ and to be honest, some degree of cynicism but if there is a significant market share for this identity and taste… then spell it out! I also like the mix of dark and medium green in label A which suggests ’strength’ and it’s simplicity of design compared with the pale greens of D and reduced readability. C and D with vertical lettering are ‘clever’ but sacrifice immediate readability for this doubtful premise.To me E could well be a cereal box and F looks like a book (although probably intended).
I agree with an earlier commentator who suggested that knowing the demographics of the intended market focus would help to make a more informed choice. Nevertheless a good Idea if your client approves. One step closer to direct democracy! Thanks for the invitation.
Nolan
February 10th, 2009
Though A and B look most like conventional beer labels, I think D is the most original and gives the best chance of saying “here’s something new” to the consumer.
I’d like to see D with some brighter colors incorporated (maybe a yellow lettering to pop)
megan
February 12th, 2009
I like A. Mostly because it brings out the ‘Organic’ aspect and because the Brecknock is smaller which is nice because it makes me think of ‘breakneck’ which makes me think of the speed at which some people choose to drive after consuming more than enough beer.
TRVR
May 7th, 2009
Unfortunately, none of them are very strong if the goal is to establish this brand as a stand out in any way. A lot of what’s been said is valid in regards to the designs appearing as “also-rans”. Beer branding and label design is so very trite that it would theoretically be very very easy to diverge from the trend without bucking the market to hard. For some reason though, I just don’t see it happening with rapid growth breweries. Indie beers on the other hand have some of the more endearing labels, even if not always the most well designed.
Julia
May 11th, 2009
A seems better and with beautiful greens,more fun and organic like type of beer,
B its a stronger design, but not so much for the proposal of the beer,
the others seems like studies to get to the first ones, I think,
but overall great designs!