Deschutes Brewery launches new packaging

Shelf impact is a major concern for all brand owners — especially within a growing and crowded industry like craft beer. How will your beer brands create that head-turning impact needed to stand out in the ever-decreasing shelf space of the craft beer aisle and cooler? Well, craft brewers have unique, compelling narratives of how their breweries, recipes and processes bring the best product to thirsty consumers. By using the right labels, branding and graphics, brewers can tell the story — their story — and connect with consumers and influence purchase decisions.

Deschutes Brewery realizes this, and the Bend-Ore. brewery recently announced its revamped bottles, cartons and tap handles, sporting a new, updated look that was designed to better reflect the quality of the beer inside, as well as increase shelf presence and display impact. The presence of “Deschutes Brewery” is also more prominent to help pull together a family of brands that has evolved over the past 27 years.

“As the craft beer segment continues to grow, and we continue to expand, it’s critical that we stand out on the shelf and reinforce our brand,” explained Jeff Billingsley, director of marketing for Deschutes. “We’ve incorporated many key elements in the new design that should help us achieve this goal. We are excited to hear what our fans think about the new look!”

In this article, we measure the impact of labels on craft beer purchase decisions. It’s rad, so read it!

The design change was spurred in part to help improve brand awareness and better stand out in an increasingly crowded category. Each brand has its own unique color palette and custom typeface, with company branding in black for the mainline and seasonal brands, and red for the Bond Street Series. The classic illustrations associated with each brand have been retained in the new design to further highlight each beer’s individuality.