Cans have become a staple of the craft beer industry as brands garner their aesthetics around the sleek, clean and eye-popping look that aluminum renders. Breweries have lauded the superiority of can production versus amber glass as they cut UV exposure (i.e. there is none) and have environmentally friendly production because they are more compact for shipping. Simultaneously, the onset of mobile canning has become a cheaper, streamlined option for smaller scale facilities that can ill-afford the tens of thousands of dollars needed to purchase a canning line for themselves.

First, you must understand the difference between a trademark or service mark vs copyright (see article from USPTO):

A TRADEMARK is a word, phrase, symbol, and/or design that identifies and distinguishes the source of the goods of one party from those of others. A service mark is a word, phrase, symbol, and/or design that identifies and distinguishes the source of a service rather than goods. Think brand names,

Cost Investment

Imagine starting up a brewery, or any business ~ you are about to invest $500,000 into your equipment and business to make quality beer and have a cool space, but how will people find your great beer and awesome tasting room or your retail shop or other business?

Your logo for starters ~ from the articles discussing the new business coming soon (no space yet, so they will likely feature your logo) to the profile image on your social media,

Every client has a different problem to solve and message to convey. This is why having a process that utilizes a range of creative methods is so important.To deliver a message in a way that is both successful and unique, having a variety of tools to utilize is essential. For the modern day designer, it can be tempting  to use only one medium, the computer. With incredibly responsive programs, vast capabilities, it can be easy to overlook mediums that can play such an important role in designing a brand that is truly unique.

Alongside the rising wave of craft breweries across the United States, competition in retail has caused a dramatic shift toward investing in innovative packaging design for the beer label industry. Some ramifications include the historically significant Milton Glaser bluntly critiquing modern label design last year, but from the beer industry’s standpoint, embracing renowned designers and talented illustrators has become a new radical way to diversify the beer shelf. Contrary to Glaser’s thesis,