Mastering the Branding and Packaging Design Process for Craft Spirits

Bringing a new brand to life is an exciting journey. Seeing your vision materialize is a remarkable achievement that not everyone gets to experience. Before reaching the official launch, it's important to navigate each step with careful planning and intentionality.

The design process is the initial step in shaping a brand, and while this stage is certainly exciting, it's crucial to proceed thoughtfully and without haste.

Choosing the right agency demands careful deliberation. While an engaging design is essential for attracting consumer attention and boosting sales, branding functions as a strategic, non-verbal sales tool that should not be left to chance. Success depends on selecting a team of designers with care and understanding the different stages involved in the branding journey.

Choosing the Right Design

Agency For Your Craft Spirit Brand

The initial step in the journey is to select a design collaborator. Whether you choose a freelance designer or a branding agency, it's vital that they have experience in packaged goods. Package design is immense, particularly when it's produced in large quantities, as any errors can be expensive to fix. When consulting with a designer, make sure they approach design concepts and production with strategic insight.

Furthermore, it's crucial not to be influenced solely by visually striking designs. Although finding elements that resonate with you is important, the approach to solving problems is paramount. Assessing a designer's project plan and communication style can offer valuable perspectives. Don't hesitate to ask about their methods and the reasoning behind each design solution they propose.

The Phases of the Design Process

Taking a strategic approach to branding not only results in visually appealing work but also ensures functionality. The main aim of branding design is to effectively communicate your product's value without using words. It aims to inspire and emotionally connect with your audience, ultimately leading to product purchases. Therefore, the initial phase should center on grasping the core values and essence of your brand and mission. Working with a skilled designer will guide you through a series of phases in the branding process.

First Phase: Discovery and Analysis

In this initial phase, the focus is on your brand. It's essential for your designers to truly understand your goals and objectives. By delving into your target market and mission statement, they can gather the necessary information to kickstart the design process. A skilled designer will analyze the competitive landscape, consumer behavior, retail environment, and brand vision to help you stand out from the crowd.

Second Phase: Design

Once all the necessary information about your business has been gathered, the design process can kick off. Typically, agencies present a variety of design concepts based on their research. These ideas are then internally reviewed, and discussions are held to determine the direction and any necessary modifications. Ultimately, by the end of this phase, one design is chosen for further refinement.

Third Phase: Comprehensives

After selecting a theme that speaks to your brand, the designers will fine-tune all project details. They will focus on creating back panel designs and incorporating other discussed elements from the initial proposal. A final presentation will be prepared for your review and approval of their artwork.

Fourth Phase: Implementation

During the implementation phase, production is a critical aspect of ensuring success. As mentioned earlier, a skilled designer will have experience in packaging development and collaborate with printers and fabricators to establish specifications. This step is crucial for your production budget, as any issues at this stage could have a significant impact on your business. Before sending the artwork to a printer, the designer should provide you with examples of each element, including the specifications. Take the time to review this information carefully as it serves as the final proofing stage before everything is sent off. Having team members present during print runs of the various components may seem excessive for quality management, but it's always better to be safe than sorry. Having someone with decision-making authority on-site can help ensure a smooth production process.

It may seem like fantastic branding is just a stroke of luck or the work of a design genius. However, the reality is quite different. Every successful project is the result of a well-thought-out strategy and carefully managed process. Understanding your business concept and values can spark creativity that leads to captivating package design. Ultimately, the goal is to captivate your target audience and transform brand interest into loyal supporters.

At Brindiamo Group, we’ve helped build successful beverage companies and their brand image. Our team of veteran beverage industry entrepreneurs utilizes a unique approach to assisting with development on all fronts to help you reach your goal! Contact us today to learn more.

Sterling, Cynthia. “Branding: Distilled. A Guide to Package Design for Craft Spirits.” Distiller, Summer 2017, p66&67.