It’s all in the look
Food and Beverage Packaging chats with Ben Steele, Executive Creative Director at design agency Hornall Anderson, about making a beer package stand out.
FBP: What are the top structural
trends with packaging beer?
Steele: Within mass domestics, we’ve seen a dynamic change—from thermo chromic inks to custom forms. Within the craft market, the focus is more on storytelling and creating a cohesive brand experience that extends to the package structure. The biggest recent trend in craft has been the move into cans—serving as an unbroken design canvas with an opportunity to create a consistent story without the interruption of bottle structure.
FBP: What are the current
challenges for beer package designers?
Steele: The challenges are the same for beer designers as they are for all brands. How does this brand speak to me? What does it say about me? What is true about the brand that’s also true about the consumer, and how do brand designers convey that in the few seconds it takes to travel down the aisle? Now is the opportunity for designers to catch up to the artistry being offered in the bottle or can. We need to be innovating in the same way the brewers are—to be telling stories in new ways, finding ways to break through to consumers and connect with them. The challenge is on us to do right by the breweries with which we work.