Beverage Package Designing
An unrealized project for a distillery—a grappa label design. These are design concepts based on client input. For designs 1-4, a vintage Italian look was the direction. Designs 5 & 6 were alternates when more concepts were needed. For designs 7 & 8, client requested a more Art Nouveau feel. For concepts 9 & 10, the request was to see a couple layouts in an Art Deco style.
Happy hours…
Three Chord Bourbon‘s limited-edition run of Whiskey Drummer, a Kentucky straight bourbon whiskey, aged 15 years.
Some of my happiest hours are spent designing packaging in the beverage industry— wine, coffee, juice, and liquor packaging and promotion seem to take up a large part of my portfolio.
A key element of a successful design include having a clear idea of what the product is and to whom it will be marketed. The grappa label designs (above) is not the ideal way to start a project—with many diverse directions. In this particular case, a wine product was being put out by a liquor distillery. Finding the right blend of image and audience needed to be tested, as were the different directions with the product marketing. This product is not yet on the market.
Another key element is knowing your competitors. Standing out from competition with something that makes your product unique goes a long way in attracting and keeping buyers. Sometimes it’s as simple a price point. Sometimes it’s product innovations—like the probiotic coffee below. This company found a way to keep probiotics (good for healthy gut flora) alive in hot temperatures. Until the product launched, probiotics had only been sold in refrigerated goods, like yogurts.
Most important is standing out on a store shelf—arguing for eyeballs. There are so many consumer options in the beverage category, it’s mind-numbing. Visiting a wine or liquor store can be paralyzing if you don’t know what you’re looking for.
Having an aesthetically pleasing and memorable label is just a start. Investing in tastings at local liquor stores, print and video advertising, and social media is the next step in getting your brand recognized. The more people see your product, the more natural it becomes to pick it up.
The proof is in the work…
Below are projects I’ve designed for large, and small, makers of juice, coffee, and distilled drinks. In addition to these, in the past, I have worked on promotion of Wild Irish Rose, Cook’s Champagne, Cisco, and Marcus James, among others.
I’ve shown “concept designs” where I can. I think it’s always interesting to see the behind-the-scenes design work that goes into a product – to see how the process and designs evolve.
Two different design concepts for a line of probiotic coffee sticks boxes.
Final design chosen for coffee stick packets, sticks six-pack box, and shipping carton that was also a display case. These are design mock-ups. The products never made it to market.
Single-serve coffee pods and carton packaging brand extensions. These are design mock-ups. The products never made it to market.
Concepts and final labels and bottle for vodka and gin brand, 1812, for Niagara Distilling.
Uncle Jumbo’s Distillery’s 300 Vodka.
Uncle Jumbo’s Distillery‘s line of vodka products.
Cliffstar Corporations line of “Jurrasips” dinosaur-themed juices marketed for kids. I designed the labels and marketing materials for this line of juice while at the advertising agency Eric Mower and Associates, now called Mower.
Cliffstar Corporations line of “Jurrasips” dinosaur-themed juices marketed for kids. I designed the labels and marketing materials for this line of juice while at the advertising agency Eric Mower and Associates, now called Mower.
Ready-to-Drink (RTDs) line of flavored vodka cocktails by Uncle Jumbo’s Distillery. Currently distributed in New York, Michigan, Massachusetts, and Rhode Island.
Thirsty for more?
In addition to designing labels I’ve designed the other marketing materials and collateral, from end cap displays, posters, sell sheets to truck wraps and more.
What can I do for you? let me know at Jim@JCharlier.com.
Co-packaging design for Cook’s champagne and wine.
Logo designs for distilleries and products.