US – One beer company in the US is redefining how packaging design for specialty styles are handled, with a new memorable symmetrical graphic design.
Six years ago, when Columbus Brewing Company (CBC) went through a major branding overhaul with a new logo and overall look and feel for their six-packs and labels, the response was tremendous.
The Ohio brand owner saw a 50% immediate sales bump which has continued to grow ever since. Now that they have been re-established as the local leader in craft beer, CBC decided to release seasonal styles which still use the current logo, yet “have set a new standard for how we handle specialty styles”, says Jeremy Slagle, the US designer who helped CBC six years ago.
“When visiting local groceries stores we noticed that they commonly position the six packs with the narrow end facing out next to one with the wider side facing out,” explained Slagle.
“By creating a memorable illustration that is symmetrical, we are able to wrap it around the corner of the carrier. When the six-packs are displayed on shelves, they line up to complete the illustration giving us more impact at point of purchase."