With a number of guest posts in the pipeline Liz Maybury (who featured in May with her Mella Fudge work) popped into my inbox again yesterday so here she is – thanks Liz.

This came about via a quick chat with Ed at the Taste Council event in Wicklow which was the first time we had spoken properly and when he happily told me who had done the design for him.

This is Elizabeth

and this is her second guest post:

Bacon jam is “the porkiest, pokiest, tangiest, most tantalizing sweet/sour chutney you’ve ever tasted” created by Ed Hick of Hick’s Traditional Pork Butchers in Dun Laoghaire. It can be used as a relish, on eggs, stirred in as a dressing, spread on a sandwich, or even eaten by the spoonful. Ed gave me the task of designing a label for his creation, which, being a bacon jam fan, I was only too happy to accept!

The brief for the design was fairly open, so I came up with several concepts to present to Ed before we settled on the chosen idea. It wasn’t a requirement to match the label to the existing Hick’s branding, but the little pig illustration alludes to it.

I drew the pig using simple geometric shapes. The typography is set at an angle to continue the geometric theme. I chose a soft and friendly typeface as a contrast to ensure that the whole design didn’t look too angular and severe in combination with the capitals of the text and the straight lines of the illustration.

The descriptive words in the product information are bold to highlight and bring some points of interest to what would otherwise have been just a large block of text. The size of the label was also important, as if it’s too long it gets difficult to wrap around the jars, so this also had to be considered.

As a result the most challenging aspect was fitting in the nutritional information, ingredients, best before, batch number and barcode into a small area without compromising legibility. I left a space beneath the best before and batch numbers where the information can be overprinted during production, as these figures aren’t constant.

The label is self adhesive and printed on a gloss stock. It comes in rolls, which can then be run through another printer to overprint the appropriate best before and batch numbers before they are finally applied to the jars.

Bacon Jam is available from Ed at Hick’s stall in Temple Bar Food Market every Saturday and from Sheridan’s Cheesemongers.

www.hicks.ie
Facebook: http://on.fb.me/ehlZar
Twitter: @edhick

http://lizmaybury.blogspot.com
www.elizabethmaybury.com
Twitter: @lizmaybury

Thank again Liz. You can see the other posts in this Food Brand Design Guest Post series here.

Keith

While I was in Dingle last weekend as part of the Dingle Food Festival I got to visit the newly opened Dingle Brewing Company whose single brew – the Tom Crean lager – is already being brewed at full capacity despite only being launched in July. The brand and its application across a variety of media is really impressive.

What follows is the story of that brand development by MidPoint Creative in Tralee – written by Steven Ruane. It is long and comprehensive so thanks to Steven for taking the time to share it.

History of Client:

As a start-up this company had no history as such

Initial Brand Status:

We met with the owners of the Dingle Brewing Company at the very start of the project. They informed us of their plans regarding the product, the premises for their business and their business plan.

Objectives of the client:
On meeting the directors of the Dingle Brewing Company we soon discovered that they had a very clear vision. They wanted to produce a premium lager that would appeal to a wide market. One product made right. They wanted their product to be truly Irish and for the Irish. The pub trade in Ireland has been suffering for a number of years and they wanted to produce a product that would bring people back to their local pubs, a product that would be enjoyed in good company and in the warm friendly atmosphere of the local.

They made it clear to us that they were going to produce the product naturally, using only the finest ingredients and with the minimum intervention in the brewing process. They had acquired a premises in which to brew, a premises which was full of character and history and which would fit in perfectly with their values and vision.

Scope of Project:

Create and develop brand identities and supporting material for the overall business and related product(s).

Carrying out research into the brewing and craft beer industry was a big challenge but one we were prepared to make the sacrifice for. Purely for research purposes we had to spend a lot of time in bars. We spent a lot of time staring at beer mats, beer taps, different brand marqs and imagery used in other breweries. We also asked the opinion of bar workers. As the product was going to be only available in bars it was vital that we got their insights into independent breweries and how their customers reacted to same.

Brand Marq Design

At our first meeting we had a long discussion with MD of the Dingle Brewing Company, Jerry O’Sullivan. On that first meeting we also got a tour of the site, ‘site’ being the operative word. We were shown around what used to be the Dingle Creamery building by Jerry. During the site visit, Jerry explained to us his plans for the business and the premises. It was very clear from listening to him speak that he had a crystal clear vision for the project. From a brand building point of view this is the best foundation you could hope for – a strong clear vision. On leaving the site that day we had no doubt that if we could express that vision in a creative way that this would be an extremely interesting project.

With this initial stance we prepared a brand platform document outlining the vision for the venture and setting down the foundations for how we were going to portray and develop this, both strategically and creatively.

As well as this we spend time online researching the brands that had been identified by the stake holders as competitors and benchmarks. We also had the very welcome opportunity to spend a lot of time in Dingle, soaking up the atmosphere and environment of where the brewery would be based

Putting together and distilling all of the information we had gathered on the brewery we were left with the following key impressions

Adding this to the other general research we had done on how other brands visually present themselves we got busy sketching. The image of the brewery building, being situated as it is, at the foot of the Conor Pass in Dingle was hard to escape. Other striking aspects of the brewery were the rich, dark wood casks that were part of the brewing kit and the sound of babbling water for the stream which flowed at the side of the brewery building. These images seemed to encapsulated the feel of the brewery.

The brand marq is made up of representative imagery. The client liked this and felt it fit in better with the ethos and feeling of the brewery. We used simple representations of the major features of the brewery, mainly the landscape and the brewing cask. We wanted to give the overall impression that this was Dingle itself being passed through the brewery and brought, via the lager, to the end customer. We kept the imagery simple and uncomplicated to reflect how the Dingle Brewing Company intended brewing. We also had to keep in mind that this brand marq was going to be scaled up and down for use on everything from large outdoor signage to small merchandise items. With one or two small adjustments the client was happy with the brand marq.

Support Material

With the brand marq signed-off we started working on developing he identity. As mentioned one of the memorable images we had of the brewery was the dark wood that the casks were made of and which was accented as part of the brewery building itself. We decided to use an image of this wood as a backdrop for the brand marq and as a background for the associated marketing material. It worked well with the darkness of the wood providing a good contrast against the mainly white brand marq. It also gave a good indication of the atmosphere of the brewery for those who would see the material without having visited the brewery.

We also got to work on other supporting material, from outdoor and ambient signage to flyers and brochures right across the board to t-shirts and other merchandise that would be available in the brewery gift shop.

At the moment we are just finalising the web site design and hope to have this online in a couple of weeks. We, and more importantly, the client, are very happy with how it is shaping up and are looking forward to seeing the reaction it gets from users.

Product Branding

The guys at the brewery had a very simple business plan. Instead of going fo a range of products they were going to produce one product and put all effort and concentration into making that product a premium one. They had decided to brew a lager and they were going to name it after local hero, Tom Crean. We were delighted with this name. Through his many feats of bravery and endurance Tom Crean had reached almost mythical status. The fact that he was from nearby Annascaul, Co. Kerry gave the name all the more relevance and resonance. We felt that there would be great creative scope here to create a really memorable identity for the lager and the supporting material.

Tom Crean’s Premium Irish Lager
The Dingle Brewing Company wanted an image that would reflect the care and effort they were putting into getting the lager just right. They also have a great deal of respect fro Tom Crean, the man, and wanted this respected to shine through in the identity.

We set about researching the man. There was so much to this quiet, stoic, character who went from the village of Annascaul to being a valued member of expedition teams for both Scott and Shakleton and ended up being heralded as having carried out the greatest feat of human endurance. After his naval career he quietly retired to his home village where he owned and ran the South Pole in until his death in 1938.

There was a lot we could have worked with but sticking to the ethos of the brewery and the character of the man himself we wanted to make the identity simple, uncomplicated, understated and interesting.

We had thought about a hexagonal shape for the identity, based on the shape of the Polar Medal, 3 of which were awarded to Tom Crean for his various feats. We had not seen many bar taps or identities of this shape and thought it would be a nice way to honour the hero.

As a second option we thought of an explorers compass. The circular shape of a compass also sat well with the brand marq for the brewery.

After discussions with the client we developed the ‘compass’ option. What could be more evocative of discovery and exploration?. We went through many versions of a compass graphic, some too complicated, some too modern. We eventually settled on a very simple version with only the North and South points showing. We placed the compass slightly off centre in a nod to a ships chronometer and to give the feeling the the needle was moving back and forth.

For the name of the lager we wanted to accentuate ‘Crean’s’ It was the vision of the Dingle Brewing Company that the customer would walk in to the bar, nod a t the barman and ask for ‘a pint of Crean’s’ To this end we made ‘Crean’s’ the focus of the identity, with the first name Tom resting in smaller type on top. For the typeface we wanted to used an old fashioned, classic looking, serif font, as would have been seen in newspapers and posters of the time. we felt that using all uppercase letters spoke to the strength and unwielding nature of Tom Crean.

Once we had the main elements decided on we added some distinctive character elements. On reading accounts of Tom Crean there were many comments on how he never asked for much and how much he would enjoy his pipe. We wanted to incorporate this in some way and after playing around with it for a while we used a pipe graphic as the apostrophe in Crean’s.

Another little fun item we added is the 18/35. This has already proved to be a great conversation starter when people see the identity or as they are holding the glass. Was it the year he was born/died? Was it the year of any of his voyages or the year he retired?. In Antarctic conditions and surviving only on 2 sticks of chocolate Tom Crean set of on a 18 hour trek over 35 km, a feat of incredible endurance and all to save the life of his 2 colleagues. We had to mark this in some way, so without much fuss or fanfare we nestled the numbers under his name. It still gives us a kick to see people noticing the number for the first time a theorising about what they mean.

For the colour palette, with the imagery of medals being in our minds we stuck to silvers and golds. We felt these also added to the premium feel that the client was hoping to achieve.

Support Material

Once we had the 2 identities finished we set to work on all manner of support material. Beer mats, bar taps, exterior signage, flyers, tent cards, posters, t-shirts, merchandise, web and social media, even right down to working with the clients on choosing and branding the glass.

Tagline and ‘Footprint’

For the supporting material we need a strong but engaging tagline. Given the provenance of the name of the lager and all that entailed coupled with the entrepreneurial spirit of the guys in the brewery we settled on ‘Discover Crean’s’. Simple and effective, it evokes the imagery associated with exploration while letting people know that this is a new lager worthy of discovery.

We also need a primary image to accompany this tagline on the marketing material. Given Tom’s amazing trek, we decided on using a footprint in the snow. The client was very happy with the footprint image. in one simple image it evokes the mammoth task which Tom crean undertook. The bleakness of the footprint in the snow contrasts nicely with the warm hue of the lager.

it all came together for us when the lager officially launched. The Dingle Brewing Company were aiming for the first brew to be ready mid July and it was. As if fated, Tom Creans birthday is on the 21st of July so after putting our heads together with the client we decided that the only place in the world that this lager should be launched is in the South Pole Inn Annascaul. So on 21st of July 2011 the first pint of tom Crean’s premium Irish lager was poured from the taps in the South Pole Inn, once owned by the great man himself, and the time of the first pour.. well that was twenty five to seven of course i.e 18.35.

Thanks for that Steven. You can see the other posts in this Food Brand Design Guest Post series here.

Keith

The 5th in this series is written by Cathy Whitty, one of the 2 owners of this brand. Happily Spelt for Health won a Joint Gold in the Cake & Breads Mix category at the Blas na hEireann awards last night – adding another to their shelf of awards which also contains a two star Gold Great Taste Award.

Here is Cathy’s post:

We are in business just two years and if we are to continue we needed to take it up a notch. Our old bags were brown paper with a label back and front.

The same great graphic designer has been involved with us from day one and designed and manages our website. Catherine Murray is a completing her degree at the moment. The brown bags were great in the beginning as we didn’t have to order in huge volumes and we could order labels in small batches so it was easier to manage cashflow.

However the downside was the labelling by hand very time consuming; it took an hour to label 100 bags so as our orders started to grow it was just impractical. Also as our flapjacks contain coconut it left little oily stains on the bags.

So once we knew there was enough demand the time had come to get new packaging. We were luck to have a mentor, Lisa Cunningham of Vogue Business Development assigned to us by Wicklow County Enterprise Board.

Lisa looked at our products range, five products, five colour ranges. We were so nervous about going so colourful after our brown bags which we felt were earthy and natural looking. Cathy our graphic designer did several mock ups of different colour schemes, different layouts however the most important thing was that  they all had to complement each other on a shelf.

We had one overall colour and then chose a ten per cent gradient of that colour for the panels which contained writing on each bag. The guaranteed Irish logo is on the back of the bag and we put a photo of Cathy also in a circle so people could identify a person with the brand. (note from Keith – will check this with Cathy as that photo is not evident in this shots!)

Photography
Next up was the photograph which is on the front panel of the bag. We are a start up company and on a shoe string budget so we were left to take the photos ourselves. This part was the most frustrating, trying to get the photo just right. We used the surrounding landscape as our backdrop to all the photos. It took many many attempts until eventually we agreed on the photos.

Legislation and food packaging

We though we were ready to print, the design had been finalised, bags proof read and we decided to check that what we were writing on the actual bags complied with the current food safety legislation. The food safety authority were so helpful and read all our labels and it turned out we had to delete so much text from the bags. This could have been a very very costly mistake. A word of warning is get your packaging approved before you print!. Our new bags now comply with EU legislation and we are ready to start exporting in the coming months.

The one day workshop which will be run by Teagasc on October 18th ‘Package your Way to New Markets’ would be well worth attending and could save a lot of headaches if you are redesigning or rebranding your existing packaging!

Thank you for taking the time to share that Cathy – much appreciated.

Her website again: www.cathysspeltforhealth.ie

And on twitter: CathysSpelt

Keith

You can see the other posts in this series here.

Within this lies another tale – how does a daughter or son establish their own identity on an established brand. It needs to be tackled – otherwise they are just doing what their parent(s) did. I have known Eilis Gough (founder of Milleeven Honey) for many years but have never met Sarah her daughter.

However I was aware of Sarah’s products and brand and so asked Philip Darling from Concept Choice to do a guest post on how the brand and packaging came about.

The design of the Sarah’s Honey brand

“Milleeven Fine Foods, based in Kilkenny, Ireland, decided to launch a range of flavoured honey to the market place. They already produce traditional honey products, so wanted something different for the Irish, UK and international consumer.

Branding and Positioning
Our first stage was to work with Tessa O’Connell of Brand Edge, who hosted a branding and positioning workshop for Mileeven and a selected audience type, from retail buyers to consumers. The day was really useful in identifying the perceived view of honey products, company reputation, qualities and indeed what the ‘modern’ consumer was looking for in honey. We also knew that the UK marketplace was very competitive, with massive marketing budgets to push their products.

We looked at what made Mileeven different, things that the large companies couldn’t claim with any real consumer believability, a love of honey and a hands on involvement from an ‘artisan’ family producer. Once these values and propositions were marked up on the flip chart, coupled with the wonderful mother and daughter story, ‘Sarah’s Honey’ (the daughter’s name) was realised and born. The name and spirit of the brand fitted, was true and gave a real point of difference from their competitors.

Packaging and Labelling practicalities
The next stage, was to look at the packaging practicalities and labeling of the new brand. Mileeven suggested a lovely glass jar that fitted that homemade ‘story’ and we decided to expand the label area to give it more shelf presence. A teardrop shape was conceived which had a secondary subtle effect, of ‘flowing’ honey.

Many typefaces were considered in the logo make-up but we settled on a ‘hand drawn’ effect which fitted well. A series of little watercolour illustrations were commissioned, again as if Sarah herself had created these for her ‘homemade’ production line. Each product also featured a different coloured border to assist content recognition and words such as ‘scrummy’ and ‘passionate’ to enhance the ingredient descriptions within.

Telling the Story – Video

As with any brand, the packaging is just part of the consumer experience, so to really extend the story, we conceived, shot and produced a video entitled ‘Sarah’s World’. Filmed over a couple of days on their farm (and in-between the showers) we created an atmospheric movie that showed Sarah within a rural environment, taking time out, writing, painting and collecting ingredients for her honey recipes. The whole video was then edited to look like a homemade super 8 film and wonderful music score commissioned to complement the visuals.

We also photographed Sarah and the full range of products for use on POS, PR, web and exhibition use. Some shots were taken quickly to capture a spontaneous feel, others took much longer to ensure everything was perfect in presentation. We also sourced vintage props and had lots of help from Eilis with family heirlooms and tablecloths.

The packaging, photography and video was then displayed in the London Food Fair of which they received lots of positive feedback and most importantly, samples requests and advance orders.

Overall, we really enjoyed the project, from brand generation right though to the packaging, photography and video. It was great too, to work with a client prepared to listen, trust and get involved in the marketing of the brand.

Philip Darling, Creative Director of Concept Choice

http://conceptchoice.com/

Great to see the exploration of the positioning using primary and secondary research right at the beginning of this project and also the extension into other media.

You can see the other food packaging guests posts in this series here.

Keith

A photo from Caroline caught my eye a couple of weeks ago, it was of the packaging for the just launched Eight Degrees craft brewery range:

I liked it a lot and so it gave me the shove I needed to organise my first guest post. And so Erik Johansson kindly wrote the story of the brand for me. This is he

and this is his post.

When the Green Man met Scott & Cam:

I answered the phone one day in August 2010 to soft antipodean voice of Scott Baigent – a Kiwi living in North Cork. He told me about how he and his business partner Cameron Wallace, an Aussie, had received support from the Ballyhoura Enterprise Board to open a microbrewery in Mitchelstown and would I be interested in creating a brand for them? He didn’t have to ask me twice! Branding and Beer – Perfect!

I immediately set to researching the beer market and it took me to the Microbreweries in the guys native Australia and New Zealand as well as the U.S. where the industries are well established and thriving.  During the many student summers I spent in the U.S, the locals would comment on how Ireland had so many great beers. In reality, at the time, you could count all the Irish beers on one hand.

In America however, the brewing industry was thriving and most small towns would have at least one or two local breweries producing some amazing brews; ales, wheat beers, porters, reds and some unusual seasonal brews. My favourite beer was Number Nine – an apricot beer from the Magic Hat brewing Company in Vermont. The memory I have of all of these beers was not only the taste but the strong and individual personality behind each of them. They had something special. You got a sense that the people behind the brewing of the beers were passionate about what they did and did it for the love of it. Passion and determination…
So How does a brand develop from a phone call to a six-pack in the fridge?

It started with the perfect brief. It read something like this:

“The brewery will be called Eight Degrees Brewing Company and will produce a range of 4-5 Ales ranging from a Pale Ale, Amber Ale through to a Porter.  The company name originates from the longitude of Ireland (8 degrees west of Greenwich), but nicely coincides with the ideal temperature to serve our beers. Our catch phrase is ‘Naturally Adventurous’ which nicely pulls together the main values of the business: natural ingredients and different flavours that will appeal to the adventurous in spirit.”

So with images of thirsty mountaineers in mind the creative process began. Doodle, draw, design and more design, Scott and Cam selected their iconic 8 Degrees brandmark that would brandish each of their beers. And then to naming their adverturous beers.

For anyone who has every tried to name anything, you know what I am talking about… The process involved the lot of fun, pots of coffee, home made cookies, and a large canvas of yellow stickies. The finalists survived the age-old rivalry of Aussies v’s New Zealand, with any vague bias to one being swiftly caught and vetoed by the other. In the end it was Howling Gale Ale, Knockmealdown Porter, Sunburnt Irish Red and Pioneer Ginger Beer that made the cut.

Names and brandmark in hand the design of the bottle labels were the perfect platform to show off their unique brand personality. Irishness was important, so the tale of the lads being lured to Ireland, as so many before, by Ireland’s best cailins, was told. Their Aussie/New Zealand sense of fun  came through in their thirst provoking tasting notes. This week we have finalized the six pack carriers – don’t forget to read the underside! And the website is currently in development.

The Result….
Eight Degrees Brewing Co was officially launched at the Franciscan Well Easter Beerfest in Cork City in April this year and the first commercial batch of Howling Gale Ale was very well received. My first sip was not just good…it was great. The taste brought me back to those halcyon summers days of my college years, a welcome antidote to the banality of mass produced beers. Cheers guys!

Erik

Eight Degrees Facebook Page: www.facebook.com/eightdegreesbrewing

The Green Man Studio Website: www.thegreenmanstudio.com

If I can get my ass in gear we will be treated to more of these guest posts 🙂

keith