A beer label must simultaneously be eye-catching, convey important information in a direct and concise manner, and stylistically match both the beer flavor and the brewer’s brand. Some beer labels go beyond this and even go on to win awards or become collectors’ items.

Here are some of the criteria that breweries and independent artists use when they create creative labels that are equal parts art and design.

Shape/Size

Deciding between a bottle or can as the receptacle for a brew depends on factors such as where you expect consumers to drink the beer, where the beer will be sold, and general customer preferences. Once this has been decided, however, the artwork must be crafted according to the available space. For example, artwork that’s too complex or detailed may be too small to see properly when the label is actually printed.

Target Audience

The graphics, colors, fonts, and text chosen on a label will create a certain tone or vibe that will attract certain types of consumers to the product. The label design should create an emotive response in the consumer and give them an idea of who you are, what you do, and who you do it for. Once you establish a style that is indicative enough of your company and recognizable as belonging to your brand, you know you’ve built a good brand identity and secured a loyal customer base.

“Craft beer has evolved into an art form — the brewing process and packaging both play a crucial role. Walking down a beer aisle today is akin to strolling through an art gallery. With so many breweries producing excellent beers adorned with vibrant artwork, it’s essential to make your packaging stand out. Beer branding is an ongoing conversation with consumers, starting the moment they see your beer. You need to capture their attention on the store shelf to entice them to buy and take it home. Once they do, the experience should continue, with the beer providing enjoyment and the bottle or can’s design and copy engaging them further.” stated David Loman, Elysian Brewing’s Creative Director, in an interview with Tomorrow’s World Today.

Convey Information

In addition to attracting the right consumers, a beer label must contain all the necessary information for consumers to understand the product. For example, the label must include the beer’s name, name of the brewery, brewery logo, alcohol content level of the beer, net contents of the beer, the featured image of the beer, beer type, and class, and business name, address, and barcode. Thus, designing the label involves finding a concise and also visually appealing means of organizing and conveying this information.

Capture Flavor

When artists and designers use the label to capture the flavor of the brew, they consider the type of the beer, style of brewing, how and where the ingredients are sourced, the ideal customer for the flavor, where the beer will be sold, etc.

“The ideal process begins when we taste the beer. Our in-house design team works closely with the brewers to understand the beer’s unique characteristics, the balance of hops and malts, which helps us create tasting notes and a preliminary description for the packaging,” stated David Loman.

Brand Identity

Creating a beer label involves crafting a narrative that matches the style and tone of the brewery’s brand identity. The goal is to stand out from the competition, which could involve using bright colors or a bold font. Ensuring this is executed well involves keeping up with marketing and labeling trends within the craft beer industry so that you can capitalize on certain styles and/or continuously stand out from the competition.

“A great label should be so stunning that you’d want to blow it up and frame it for your wall. If the artwork on a beer can leaves you genuinely wowed, don’t feel pressured to open it! Instead, I urge you to proudly display it on your bookshelf as a prized tchotchke for years to come. Make it a family heirloom, sitting there for the next 50 years until your kids are left to wager who will be brave enough to crack it open and enjoy it. Cheers!” stated David Loman.

For more information about Elysian Brewing Company, follow them on Facebook and Instagram.

Tune in to the Science Channel to watch Halloween Harvest at 10 AM ET on Saturday, September 28!

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