Package Design, What Could go Wrong? – Building A Brand, Ep. 9



Why is great packaging important? What is the package design process? How do you design a craft beer can? How do you stand out on the shelf amongst so many other options?

A product’s packaging may be the first time a customer interacts with what your business is selling. In a crowded market place, how do you catch a potential customers eye, and convey the quality and craftsmanship of what’s inside? In episode 9 of Building A Brand, the team at Blind will take on the packaging for Hamilton Family Brewery’s new cans. Until now, Hamilton’s customers have mostly had their first experiences with the beer either in the Tasting Room, in a local bar, or at a live event. With Josh and Crysten hoping to move into retail, they’ll need a design for their cans that can translate the quality, craftsmanship, and love that they put into everything they do.

🎬 Episode breakdown:
00:47 – Previously On
01:34 – During the Discovery Session
03:00 – Identifying the things that need to be communicated
03:41 – Transparency is the goal
04:30 – Ben shares his million-dollar mistake
06:23 – Jieun walks Ben and Matthew through some designs
08:06 – Presenting designs to Josh and Crysten
08:24 – Design Direction 1: Flavor Stripes
10:28 – Design Direction 2: Split
12:20 – Design Direction 3: In Your Hands
15:05 – Presentation review and next steps
16:10 – Call With The Printer
19:45 – Post Call Discussion
20:19 – Matthew and Ben travel to Rancho Cucamonga to see the final can
23:48 – Matthew and Ben’s thoughts on the can
24:52 – On our next episode


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Cinematography– Aaron Szekely, Mark Contreras, Ricky Lucas, Stewart Schuster, Jona Garcia
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