The Challenge: Hardywood, a Richmond-based craft brewery, was planning to create a new six-pack design for their popular Singel ale. We were to develop a concept for the physical packaging shape and design in a way that would reflect the Hardywood brand's image and appeal to an appropriate, six-pack consuming target.
The Process: Coming up with a good brand identity and design style for the consumer required extensive research into the developing world of craft beers. I went through numerous studies on the market, looking at the top sellers and the shape and styles of their own six pack cartons, first.
After that, understanding the actual shelving setup was key. I went to my nearby Kroger and surveyed the shelves and how beer was presented there. The cramped space meant that I needed to think of a container that wouldn't take up too much space, but could still serve to catch the eye of consumers.
The third major factor was our audience. Research into who consumed craft beers typically pointed to college-aged white males, which meant that this needed to be something that looked youthful, yet not gaudy. It needed to be something that they wouldn't find as too bland, either. The shape had to look different enoguh from the competition, yet also be comfortable for the consumer to carry.
Finally, the most important factor was the Hardywood aesthetic and message. The company was known for its simplistic and rustic designs. It had humble beginnings, and went for woody tones and styles on its website and within its brewery. I wanted to provide a guide for creatives which really connected to this no-frills approach.
The solution: I suggested a packaging style that was akin to using an actual crate for carrying beer. Something which still had a handle, yet was boxy, fully covered, and could be used to emphasize Hardywood's home-brewed origins. This was a challenging assignment when we were unable to specify what designs and decals we wanted on the packaging, but I felt confident in my choices for the style of the packaging at the end of it.
Strategic Thinking Assignment
