Designing A Beautiful Beer Can - Building A Brand, Ep. 9

Why is great packaging important? What is the package design process? How do you design a craft beer can? How do you stand out on the shelf amongst so many other options?
A product's packaging may be the first time a customer interacts with what your business is selling. In a crowded market place, how do you catch a potential customers eye, and convey the quality and craftsmanship of what's inside? In episode 9 of Building A Brand, the team at Blind will take on the packaging for Hamilton Family Brewery's new cans. Until now, Hamilton's customers have mostly had their first experiences with the beer either in the Tasting Room, in a local bar, or at a live event. With Josh and Crysten hoping to move into retail, they'll need a design for their cans that can translate the quality, craftsmanship, and love that they put into everything they do.
🎬 Episode breakdown:
00:47 - Previously On
01:34 - During the Discovery Session
03:00 - Identifying the things that need to be communicated
03:41 - Transparency is the goal
04:30 - Ben shares his million-dollar mistake
06:23 - Jieun walks Ben and Matthew through some designs
08:06 - Presenting designs to Josh and Crysten
08:24 - Design Direction 1: Flavor Stripes
10:28 - Design Direction 2: Split
12:20 - Design Direction 3: In Your Hands
15:05 - Presentation review and next steps
16:10 - Call With The Printer
19:45 - Post Call Discussion
20:19 - Matthew and Ben travel to Rancho Cucamonga to see the final can
23:48 - Matthew and Ben's thoughts on the can
24:52 - On our next episode
-
RESOURCES
How you present your work can be the difference between getting someone's attention or getting skipped over. A high-quality mockup can make all the difference. That's why our friends over at Design Cuts created this amazing mockup pack for you, our audience. 👉🖥 bit.ly/Futur-De...
✍️ Want to learn our logo design process? Take our course: bit.ly/FuturLogo
👉 Learn how to pitch your ideas to clients. Get The Pitch Kit: bit.ly/ThePitchKit
🗣 Want to learn how to brief your team and manage your projects? Take our Practical Project Management Course: bit.ly/2Whe6yk
🎧 Do you like the music? Check out the Epidemic Sound music libraries we used in this video through our affiliate link*: share.epidemics...
-
🖥 Watch the series playlist: bit.ly/Building...
“Building a Brand” is a series where we take you behind the scenes as Blind helps to rebrand Hamilton Family Brewery. In this series, we'll give you a behind the scenes look at this process, from start to finish. You'll see how ideas are shaped and take the form of a new identity system, packaging, messaging, website, and ultimately see the brand launch.
Follow us:
@mrbenburns
@matthewencina
@thefuturishere
Learn more about Hamilton Family Brewery:
hamiltonfamily...
#BuildingABrandShow #PackagingDesign #GraphicDesign #BrandStrategy #Stylescapes #TheFutur
===
👉See our Academy Channel: goo.gl/vB9zoP
Want a deeper dive? Typography, Lettering, Sales & Marketing, Social Media and The Business of Design courses available here:
goo.gl/bRt5qd
🎙 Futur Podcast: thefutur.com/p...
✍️ Futur Blog: thefutur.com/b...
-
Love the content? Become a sustaining member for $5/mo today.
goo.gl/nwekfL
BOOKLIST -
Essential Reading for Creative Professionals: bit.ly/biz-boo...
Essential Design Books: bit.ly/futur-d...
Visit our website:
www.thefutur.com
FREE resources:
goo.gl/Qh6gHr
Mandarin (Chinese) Subtitles on UiiUii
uiiiuiii.com/?...
-
AFFILIATE LINKS*
🙏 Support The Futur by purchasing through our affiliate links:
Amazon: bit.ly/thefutur...
Retro Supply Co.: bit.ly/2GW8gzR
Design Cuts: bit.ly/2GSsAR3
✍️ Sharpen your skills by taking a course, using our affiliate links:
Skillshare: goo.gl/YCo2uT
School of Motion: bit.ly/futur-som
Bring Your Own Laptop Tutorials: byol.me/thefutur
*By making a purchase through any of our affiliate links, we receive a very small commission at no extra cost to you. This helps us on our mission to provide quality education to you. Thank you.
-
Host- Chris Do
Content Director- Matthew Encina
Cinematography- Aaron Szekely, Mark Contreras, Ricky Lucas, Stewart Schuster, Jona Garcia
Editor- Stewart Schuster, Kevin Ramlal
Social Team: Elle Money, Alex Burlui
Futur Theme Music - Adam Sanborne www.adamsanborn...
Typefaces: Futura, DIN, Helvetica Neue, Calibre
Futur theme song- Adam Sanborne

[@thefutur]

Need mockups for your next presentation? We teamed up with Design Cuts to create the ultimate mockup pack for you, our audience. 👉🖥 bit.ly/Futur-Design-Cuts It’s only available for a week, at this discounted rate. Purchase using our affiliate link above to help support us, and give yourself something nice 😁

[@calebmatheson777]

H O L Y ! This is the best deal I have ever seen!

[@ReuvenFrank]

I can't emphasize enough how thankful i am for this! You guys are AMAZING!!!!

[@RJ_Prevendido]

YAAAASS DEFINITELY BUYING IT NOW!! was literally scrolling through mockup templates yesterday and was about to buy one now I can have it SUPER CHEAP! Thank you so much!

[@ShaudaySmith]

I do not do much packaging design, but i love it when i get the opportunity. Soooo buying this

[@simonhazell2279]

Thankyou!!

[@NalisaTalks]

Wow what a great design intern! She killed it! Beautiful can.

[@perc-ai]

she is wayyy too good ... need to be full time

[@BoGaines]

I love these episodes. Can’t believe how much you’re giving away for free!

[@lonethseneviratne5758]

I don't think free, just discounted.

[@BoGaines]

Loneth Seneviratne Free to us, not to Hamilton lol

[@loganhunt8029]

Loneth Seneviratne he means free content to us the viewers

[@diseniodulay]

Well there’s KZbin monetisation, not much but, so 😄

[@lonethseneviratne5758]

Oh lmao I thought u meant they were giving HFB a few service 😂

[@MrMarcarteer]

This packaging definitely would make me want to try the beer!

[@SlakBeatBox]

"What's your worst nightmare ?" Ben : "Barcodes. Wrong Barcodes."

[@mrbenburns]

@slaakk hahaha yes

[@akosisandoval]

oh god i feel this

[@AM-qk7ox]

Bloody beautiful can. Spectacular work. I'll be heading all the way from Melbourne to LA at the end of this month, hope to make it over to Rancho to pay the Hamiltons a visit! 🍻🍻

[@AM-qk7ox]

@@MatthewEncina my mouth is watering already! 😄

[@mrbenburns]

DO IT

[@emilvonschwartzenberg4339]

@@MatthewEncina Next client is gonna pay more for the brand exposure you guys get them with this amazing series.

[@philsanders9625]

Reply to this when you've been my friend. I'd love to see your thoughts or photos

[@skuiff7578]

the final came out waaaay better than I thought! Well done

[@MaxDiamond]

I don't think this series can get any better... . . . Ben Burns: Hold my beer

[@username-ek1kd]

This show is the best thing ever, that's what we need, i prefer watching one episode of this show more than 1000 videos of a guru just talking and bullshiting.

[@factumDiabolus]

That packaging is money. I love how this all came together. Awesome work.

[@veom21]

👍🏼 if you found this in quarantine and it's the best you've seen. I was looking for material to be inspired by building user experiences (UX) and i found your videos! Thank you very much for sharing it, I love your work. Greetings from Argentina

[@fikryahmadg4865]

" You got to show em something bad, so they now what something good for them " - what a quote // * nice one

[@MyVidMix]

It turned out amazing. Perfect for client while still being designy. But I secretly love Option 1. I’m a sucker for diagonal stripes. (90’s experimental websites, Designers Republic, Off White).

[@erldraws1542]

"You gotta show them something bad so they know what's good for them." - Matthew Encina this is a good quote! haha

[@anammorar]

Love Matthew's and Bern's smiles after working so hard with their team. The finale is coming

[@CREDOMALT]

Knocked it out of the park with the packaging. So nice when the brand really comes to life and you see it out in ‘the wild’ working as it was intended 👌

[@ForesterGaming]

"You gotta show them something _bad_ so they know what's good for them." - Matthew Encina

[@johnmartinpareja448]

LOL

[@sultanjum2041]

You can definitely tell they are having a lot fun haha

[@ForesterGaming]

@@MatthewEncina Haha, well either way, the packaging came out amazing 👌

[@Renegade0811]

Favourite quote ever! xD

[@itsnei6711]

I did this but then they chose the _bad_ one 😑🙁

[@nieszkako]

Absolutely brilliant! This series is so great. I loved learning about the real world issues of taking a digital design to print and dealing with other vendors like printers. Y'all hit it out of the park with this series! I'm hooked.

[@anibalmurillolopez119]

Congratulations, you have been working so hard. I love you all.

[@zinhleNgubane]

I love how they know what they want. Josh knows how to explain what he wants. With this project you hardly had to make like a dozen mock ups only to find that the client doesn't like it at all. So, that's really cool

[@dbreardon]

Want to add that you guys knocked it out of the park with that beer can packaging! And the printer did a fantastic job too. Great interaction between you guys and the printer to get everything right!

[@skb875]

That is one of the sharpest cans I have ever seen. I can't wait to get my hands on one of these!

[@wasiuraji5550]

I don't drink beer but I can drink from that CAN, aesthetically pleasing. Good Work

[@worldbygeorge8069]

When that third can came up I lost it. That Mango tag popping on the blue with the vertical LPLB tag , Absolutely Beautiful!

[@monoxinecreative3853]

I really love 3rd option for packaging. Super cool, look very modern, young, attractive. Great job.

[@erbe_guy]

You guys have made Wednesday's something to look forward to. And, that can is so tasty. Well done.

[@thefutur]

thanks Eric. getting over the hump.

[@brandonchester7235]

So amazing how they showcased their ideas back and forth. The exchange of comprises, struggles and execution is paramount. The involvement from the client is key.

[@angelpulido179]

This series just keeps getting better and better! Are you guys planning on creating a package design course? I think a lot of us would benefit from it.

Gosh! This series is such a blast! I have found it right in the middle of re-branding my small personal brand. Is my iPad listening to me or what? Without this and Blind/futur knowlegde my creative brief would be so half assed! Now im at second week of writing a creative brief that i’ll be sending to designers, but man... so much work, but seeing how the initial talk and defining brand attirbutes translates into design and how consistent it looks... i feel that this hard work I am doing now is not for nothing! Just wish I had such good designers in Poland.

[@Everything4Some1]

i just realized that a lot of the cut scenes of them in their brewery with their customers, the logo and packaging and glasses and all the design has already been implemented! how awesome!

[@razarnold]

This series the team documented is something I come back to a few times a year. Seeing this process was really valuable and helpful to me as a designer. I know its something you guys did in the past but would be really cool to see more of these in the future again.

[@cweb1988]

Please do season 2.....or 10.......I would binge watch this......all day.....ery day.

[@halokosovo1]

Glad: New B.A.B ep to watch. Sad: Soon this delighted series will end.

[@johndonovan5121]

Impressed by clients knowledge in the printing process

[@rafayetnewaz]

Love this series guys. Plz don't stop and make more like this......

[@tmold16]

The amount of joy I get from this is immeasurable. Seeing that IM NOT THE ONLY ONE who goes through all these same issues

[@Peepeekachu]

cant stop watching this series

[@madebyhaych5925]

The beer crack at the end is golden! Another great episode. Hats off to the entire team!

[@ShaudaySmith]

checking in with this company in 2021, you really see how they have blossomed under this brand. They have pushed the colors and illustrations in some fun directions for their flavors and fan base.

[@robertsteinberger]

I appreciate the designers' regard for the amount of required manual work to put the stickers on. Just so real. Guys, just have it printed!

[@AMRE_24]

Ahhhh love the can. Especially the large love people love beer print. Its really bold and vivid.. good job!

[@jgoody13]

I've watched the branding for H.F.B. from start to finish. Incredible job guys. You really hit the mark on this one. I don't think anyone could have done a better job.

[@evanbutteris6504]

Thank you guys for including the convo with the printer, I feel crazy ever time I'm trying to build metallic knockouts. Glad I'm not the only one.

[@thefutur]

Our pleasure!

[@zita9976]

WOW I'm in love with the packaging and how the print went!! Stunning!

[@chakhmanmohamed9436]

Futur should get a prize for the huge amount of content they provided to the world

[@thefutur]

We will accept it.

[@ninghua5312]

I think you guys did a great job helping the client find the best solution, instead of proving that " I'm right, you are wrong ".

[@loktionovandrey]

Ugh! I'm in love with this matt-metallic blue! Came out so well! Awesome job guys!

[@ImamullQhaeer]

I legit thought this was 10 mins!! I was so engrossed in it i didn’t realize this was almost 30 mins. Loved this one!

[@daubefong3252]

I was amazed by the awesome feedback from the client!

[@SimonDroog]

Amazing to see how everything comes together with the packaging! The detail on that print... 😍

[@EPHONIC]

Love direction 2 most of all. The silver contrasted with the color fields draw the eye in. It has more of a heritage feel and almost feels like the old airplanes and zeppelin airships of the 1930s and 1940s. This would definitely stand out on the shelves, the way that Sapporo beer cans do and their shape. Love the approach overall. Great job.

[@andyroberts4718]

Absolutely amazing work! Can't wait to go back and watch this series from the start. I saw the thumbnail and couldn't resist watching. Huge inspiration, thanks, guys!

[@latenightcanvas147]

This series has been so great. It's a huge motivator for me. I'm pretty new in the process of learning graphic design and everything I have learned so far has been via KZbin. This series has been the biggest highlight so far for me. I really hope that one day I can reach the level that Matt and Ben are on. Way to set the bar high! You guys are really incredible

[@insightdesignsolutionsinc.]

In 18 years only once did a printer change our designs without proper communication...never happened again. Even if clients must use their own printers, in order to be sure the intended design prints, clear communication is paramount. Beautiful final. I’m surprised to see the logo on the bottom but glad it’s larger than the mock up. 👍🏼

[@d00sd00sZRO]

I love how you guys helped enhance and brand the enagament of "drinking Beer" with Hamilton!!!!

[@dungnguyen3458]

wow that looks so sick! What an insane design intern!

[@helloimflo1]

It is very interesting to see that there can always be important information not being transmitted across the different interlocutors. And very interesting to see how you have solved the problem by re-establishing communication and how you got things back on track before continuing the process.

[@RexGalilae]

Seeing these guys being nervous and second guessing each step of the process up until this point deceived me. By god, when you look at the can at 24:05, it symbolises absolute perfection. I feel like drinking their beer too! Phenomenal work, really!

[@sirsober1718]

You really nailed it on the packaging. Those cans looked like something that can be collected

[@corbinstack]

I'm thirsty..... for more of this series. Well done fellas.

[@albaraaabdelrhman3328]

This series is the most valuable, yet amazing, I've watched in a while!!

[@TheJukeboxhero77]

This packaging is really great. The blue color is stunning.

[@garyvoigt321]

Really loving this series. It is insightful to see you develop the brand and especially the relationship and trust with the client and vendors. Great work!

[@MaxWeir]

Love that big type, so nice how it blends with the colours and textures

[@iron_tyson]

Oh mannnn the tag line looks so good in the metallic!

[@iron_tyson]

@@MatthewEncina Was that Josh's idea? Maybe he is in the wrong profession. haha!

[@bengordon1929]

It's really amazing comparing client interactions and how well you guys nailed every part of the design process. Impressive work Team Blind. Look forward to the next episode :)

[@Swiss7599]

Greatest show out right now

[@BradK02]

I really enjoyed watching this series some years ago. Which there was more.

[@thefutur]

🖥 Catch up and watch the entire Building A Brand series playlist: bit.ly/BuildingABrandShow

[@laffintyeu]

Omg i Love the final product, honestly this whole series really gave me so much appetite to try this beer! Awesome work :)

[@killerwill]

the faded packaging looks so good

[@lesedimahlangu1199]

Mooorrrrreeeee Please!!! This show is worth the watch and watch again

[@oshuaenson]

thank you for this series. I do freelance and it made me reevaluate my entire creative process

I’m amazed that this kind of content it’s free. Thanks The Futur !

[@davemorgang]

Packaging issa beautiful thing! Great team work! Thanks The Future for another high value content video! ⭐️⭐️⭐️⭐️⭐️

[@mattc3510]

That packaging is gorgeous!!!

[@InFiiLtRaTor]

I am definitely a Curt when it comes to beer and this packaging would definitely make me buy a 6 pack to try. Impeccable design.

[@krisssuarez9047]

Love these video series of the process walkthrough. It's like a Netflix show but better and exclusive. Thanks for this kind of content and keep them coming.

[@CraffordProductions]

I discovered you guys this morning at 03;00. I have now spent hours here. Incredible stuff. You are my best discovery for the year. Make that two.

[@thefutur]

Welcome to the Futur

[@WDChristFollower]

30 seconds in - I appreciate the ice cube-like instrumental. The soundtrack to all of this series has been on point (at least for me). Okay, finishing the video now.

[@yuchenliu5417]

You guys did a such good job on mocking up the design, but the actual can looks even better. Job well done!

[@jeffreynimpadu]

What a beautiful can! I'm lucky I'm watching these episodes now as I don't have to wait for the next episode :) Thanks for uploading!

[@linmonPIE]

Loved this episode! You guys are killing it!! Branching off this, could you guys please do an in depth video about how to prepare designs for packaging?? I get so nervous about this.

[@danielhedu]

My favorite so far because of the technical difficulties, that's my stuff haha

[@neekodavid5981]

My favorite KZbin series!

[@grec.]

The packaging is amazing! Great job!

[@baybay1234]

I love it! you guys knocked this project out the park. Not only does the design tell the story well but it also stands out on the shelve along with other established brands. I'd definitely try their beers if I see one in our local store.

[@alexeytretina]

After each episode I become more and more certain that I need to taste this beer when I come to the US 😀

[@itumelengstimela3461]

12:40 Option 3 is so friken beautiful 😍

[@paperspecs]

Loved seeing this process from start to finish. Nice work you guys!

[@SandraSaysStuff]

Y'all did a great job! I would buy this beer based on the packaging alone in a _heartbeat_

This show is awesome! I wonder if there is better content on the internet on branding than this one.

[@TrevorBeaty]

Loving the designs, and really really enjoying this series, thanks for sharing!

[@quisutdeus4793]

I absolutely loved watching the process from design to print. Awesome! 👍🇦🇺😊

[@WDChristFollower]

The final print turned out to be amazing. For me, this tops the Stella Artois can printing by 👌🏾 much. You all did an amazing job!

[@hadoukengad6109]

Dear god those cans came out AMAZING :O

[@AvivReady]

YOU WIN! Blind, You Win

[@benjaminleavitt3666]

Dang, you’ve got some nice cans! Love the final product!

[@adbelouahabbenhocine915]

The best series i've ever seen!!! thanks a lot thefutur.

[@tonytaker]

Loving these series, I'm learning so munch from you guys!