Recently, we caught up with Andy Kurtts and Alex Blake of Buttermilk Creative via a Google Plus Hangout, to talk about designing packages for craft beverage products. They shared three things with us, that every craft beverage business needs to consider before designing the packaging of your products. An effective design can mean all the difference in the sales of your craft beverage.
- Does your craft beverage product design stand out?
- Does your craft beverage product tell a story?
- Does your craft beverage product meet label requirements?
Craft Beverage Media: We’re back with another Craft Beverage Media video introducing marketing tips and tools to help you grow you Craft Beverage business. Today’s topic is “3 Things To Consider When Designing Your Product Package.” Today we’re happy to invite Andy Kurtts and Alex Blake of Buttermilk Creative to help us with this topic.
Alex: Thanks for having this.
Who Is Buttermilk Creative?
Craft Beverage Media: We’re glad to have you here. Before we get started into the topic, why don’t you tell us a little bit about Buttermilk Creative?
Alex: Sure. Buttermilk Creative is a graphic design studio. We specialize in product packaging as well as brand identity and logos, visual marketing. We can do all that, but we really like to focus on the product packaging and designing it to tell your story and stand out on the shelf.
Does Your Craft Beverage Product Design Stand Out?
Craft Beverage Media: Just to let everyone know, we’re really happy to have you guys on board at Craft Beverage Media. It’s nice to have you part of the team to do things that we can’t do. I think we noticed your graphics online. Actually we connected through Twitter. You guys reached out to us. It’s been a great partnership thus far. All right, so let’s get into the topic “3 Things To Consider When Designing Your Product Package.” Number one would be does your craft beverage product design stand out? I’ll let you guys have the floor and tell us how do we deal with making a product stand out?
Alex: Standing out on the shelf I think is what every product is trying to do. It’s one of the most important things. The best way to make your product stand out on the shelf is to design a unique packaging around it. Every customer that walks by isn’t going to be able to open your product and taste it, so you really have to be able to communicate that through your label design and your package design. One of the first things that we do in our process is that we go out and we look at what the competition looks like. We look at what that entire set looks like. We look at what other people are doing and how can we do it differently? How can we make your product look better than their competition? Another part of the process is hearing your story and hearing the story of your brand and really conveying that through the packaging as well.
Andy: Yeah. It’s essential that you do stand out on the shelf because like Alex said, that’s how you get the shopper to purchase you. There are so many ways to do that and the more innovative the better. There are a lot of options out there. There are printing techniques. There are substrate options. It’s all out there especially in the Craft Beverage world. It’s where people go crazy.
Alex: To play off what Andy just said, oftentimes the consumer does pick your package up and touch it and feel it. Using an interesting substrate or a printing technique or any little detail that you can add to your packaging that makes the customer say, “Ooh or ahh.”
Andy: Usually if you draw them to your product and they pick it up, you have a pretty good probability that they’ll put it in that basket and purchase it.
Does Your Craft Beverage Product Tell A Story?
Craft Beverage Media: I know for us being in the Craft Beverage industry, it’s really a unique industry. It’s so niche that there are a lot of stories to be told. It’s a very personal industry where everyone’s business exudes their personality. Alex, you already referenced about a product needing to tell a story. Let’s go into that as number two, does your craft beverage product tell a story? How are you as the professionals go about helping a craft beverage business get their product to tell their unique story?
Alex: We like to start out with what we call the discovery phase and that’s when we really sit down with you and we hear all about where your product comes from, where did the idea come from, why are you so passionate about it, what does the name of your company mean, how did you come up with that and we start to find little details that we can play off of. We also like to make sure that your brand, whether it’s created or whether we’re creating it for you, to make sure that that matches the quality of your product as well. I think that that’s … it’s very important that the package design matches the quality of the product inside.
Andy: It reflects the voice. That can’t speak for itself so you may need to make sure that whatever … it just reflects you. I enjoy all the different characters that are out there in craft beverage. It is a unique industry. It’s just a great place to explore all these different stories. Whether you have a tiny little label for bidders or a big curtain for your wine case, it should still tell your story in some way. When we sit down and talk with you, we really … we want to know your history. We want to know … we just don’t want to … we want to get to know you as a person not just let’s hear about the product, let’s taste the product because there are little cues and there are little things that we can pull from to design things around.
Alex: To find that emotional connection with the consumer.
Alex: Is it an emotional connection? Is it a humorous connection? Is it a nostalgic connection? Figuring out what that connection is and then creating the look and feel based on that.
Andy: It’s great because even though there are so many stories out there, so many brands, you own your own story so you know it’s going to be unique. It’s honing in on those special little pieces of it and then elaborating on them or making sure you hit on those and accentuating them.
Craft Beverage Media: This industry is growing at such a rapid pace. Every week, every month, you’ve got more and more competition within your local area. Just recently, I saw an article just within Tampa alone there were six craft beverage businesses that have opened up within just a matter of a few years, all within just a few miles of each other. It’s even more important that your brand and your package makes you unique enough and gives that story. As you were alluding to, Alex, evokes a moment of empathy so that you identify with it, pick it up and make that purchase.
Does Your Craft Beverage Product Meet Label Requirements?
Craft Beverage Media: All right, so does it stand out, does it tell your story and the third one is not quite as warm and fuzzy but it’s necessary nonetheless and perhaps more necessary than people realize, does your craft beverage product meet label requirements?
Alex: That’s a tough one.
Andy: Yeah, this is a biggie.
Alex: This is one that we are constantly learning about as well. It’s nearly impossible to know every label requirement that’s required of your packaging at every state, so a lot of research needs to go into this one. If you want to use language on your packaging like organic or all natural, there are specifications that you have to meet to use that language. Things like your net weight statement, who knew that had to be a certain size?
Alex: Your statement identification, is that what it’s called?
Alex: That has to be a certain size. Where things fall, the ingredient statement has to fall directly in line with something else on your packaging. There’s a ton of specs that we have to research and then follow strictly with every packaging project that we do.
Andy: It’s also, in addition to that, the permitting, I guess it’s permitting, where you actually … for alcoholic beverages specifically, it needs to go through a series of permitting to even go on the shelf. Even before you can go to print or anything like that, it needs to go to whatever … for instance in North Carolina, it would go to the ABC Board to get approved. It’s just knowing about all this nuances and then making sure because you do not want to be sitting there on the shelf and some regulator comes out and you get fined or worse, pulled off the shelf and told you need to toss all this packaging inventory. You just have to be aware and try to hit on all those requirements as best as you can.
Craft Beverage Media: To have someone such as Buttermilk to do your packaging for you and to hand that responsibility over to you guys because it’s part of your business, it’s a part of the maintenance of what you do on a daily business, it’s comforting to know that I’ve got enough going on to run my business. I’m going to hand this legal responsibility over to you guys and let you worry about that and go ahead and get within the whole design of the package.
Andy: Yeah. Really it’s going to, not come full circle, but it really is going to allow you, the business owner or brewer or whoever, to focus on the important things. I would say it’s definitely essential that you hire professionals who know what they’re doing to really express your label and your brand.
Craft Beverage Media: All right. Well, there you go folks. We’ve got a great subject matter today “3 Things To Consider When Designing Your Product Package,” does it stand out, does it tell your story and does it meet label requirements. Thanks so much to Buttermilk Creative for being with us today and helping us work through these topics. If you want to know more about Buttermilk Creative, where can they reach you guys?
Andy: They can go to buttermilkcreative.com.
Craft Beverage Media: All right. We also have a page on Craft Beverage Media where you can find Buttermilk as well and we’re very happy to have them on our team and all of the graphics that you see as you go through Craft Beverage Media Services can be attributed directly to Buttermilk Creative. We’re thankful to have them with us. Thanks for joining us today. Don’t forget to come back next time to our blog right here on Craft Beverage Media to find another service and tool that we want to introduce to you to add to your marketing strategy for your craft beverage business. Don’t forget, you can always reach out to us at email@example.com or you can just simply go to the contact page on the website and send us a message there. We check that daily and we’ll respond to you as quickly as we can. For myself and for Buttermilk Creative, we appreciate it and we’ll see you next time. Thank you.
Meet Andy & Alex Of Buttermilk Creative
If you would like to contact Andy & Alex about designing a product label for your craft beverage product, send them an email at firstname.lastname@example.org or visit there contact page.
More About Alex: My background is in advertising and graphic design but over the years my professional roles have stretched and mingled with layers of food styling, recipe developing, package design and photography.
I love good food. I think the word “foodie” is used pretty loosely these days but I can honestly say that I’m passionate about experiencing new flavors and creating edible adventures. My palate is always evolving but I’m an ethnic food fiend, a food trend follower, a bubble tea connoisseur and a self-confessed sugar addict (I’m really working on that one). So, you’ll certainly get quite a few food related posts from me.
When I’m not designing, cooking, eating or blogging, I’m most likely having a dance party with my wild-child toddler or digging in the garden with my husband.
More About Andy: So I’ll start off by telling you a little bit about myself. I am a maker of things, whether that’s logos, layouts, packaging, prints, or my dinner – I just love the making of all things. My background is fine art and graphic design, but the world doesn’t fit neatly into those two categories so I cast a wide net and see what I catch in life.
Personally I’m a husband and new father, which poses a whole new set of perspectives and learnings not covered anywhere but in the ever unfolding book of life. And I love every bit of it.