And why is packaging so important?
A product's packaging may be the first time a customer interacts with what a business is selling. In a crowded marketplace, it’s important that the packaging catches a potential customer’s eye, and conveys the quality and craftsmanship of what's inside.
In the ninth episode of our hit series, Building a Brand, the design team at Blind move onto the next phase of the rebrand for Hamilton Family Brewery: designing the beer can packaging.
Josh and Crysten of Hamilton Family Brewery plan to take their homegrown brewery into retail stores, and want the beer’s packaging to reflect the same experience customers have in the tap room.
The design team faces another challenge as they’re tasked with designing a beer can package that reflects the attributes of the Hamilton brand.
Below are our main takeaways from the package design process:
Identify What Needs to Be Communicated
In the discovery session, both Josh and Crysten shared the attributes of their brand. As a family owned brewery, the Hamiltons pride themselves on their connection with their community, as well as the fun beer flavors circulating their taproom.