Whether you have a brand-new brewery and are considering creating labels intended only for to-go sales, or a more established business and are looking to move to distribution or launch new product lines, sub-brands, brand-extensions, or beyond beer products, this seminar will provide a foundation for moving forward. We begin by learning how to conduct a brand audit—essential for understanding your brand’s baseline before diving into the work of design. Get practical with tools for choosing the right artist or designer, including key questions, expectations, and where to find the perfect fit for your specific design needs.

Next, we create a shared vocabulary around package design essentials. We unpack technical insights and visual approaches, exploring label types like pressure sensitive labels (PSLs), shrink, digital, and painted. We delve into the nitty-gritty of brand-forward versus product-forward strategies, monolithic versus art-based approaches, and hierarchy considerations that all impact your brand and the way your product performs on the shelf.

The goal is to help establish a solid roadmap for your package design journey. From initial planning and hiring to building a lasting relationship with a designer, this seminar covers it all. It’s not just about packaging; it’s about strategically enhancing your product through thoughtful design partnerships.

Learning Objectives

• Develop a solid understanding of how to perform a brand audit to determine your brand equity as a baseline before starting any new design initiatives
• Gain tools for choosing an artist or designer to partner with, including questions to ask, expectations to have, places to look, types of designers, and more
• Build a shared vocabulary of brand and package design basics, including technical information as well as visual approaches and processes
• Establish a solid roadmap for planning for, hiring, understanding, and creating a long-term meaningful relationship with a designer