Deck & Donohue Base the Packaging on How the Drink Feels
Jamie Danielle Munro — May 3, 2014 — Lifestyle
References: davidrager.org & packageinspiration
Deck & Donohue is a beer brand started by two guys who have a love of craft beer, so much so that they moved to Paris to study the subject. After much deliberation and research, the team came up with their own brand, and used David Rager to design the packaging concept.
The package focuses on the emotions felt when swigging back one of the Deck & Donohue beers. For example, instead of just titling something a pale ale, they have labels such as "Trouble" and "Mission" associated with the different flavors. The goal with this type of packaging is that consumers will associate these sentiments with good times, as well as the ever growing brand of Deck & Donohue beer.
The package focuses on the emotions felt when swigging back one of the Deck & Donohue beers. For example, instead of just titling something a pale ale, they have labels such as "Trouble" and "Mission" associated with the different flavors. The goal with this type of packaging is that consumers will associate these sentiments with good times, as well as the ever growing brand of Deck & Donohue beer.
Trend Themes
1. Emotion-fueled Beer Branding - Using emotions to guide beer branding can create a unique and memorable experience for consumers.
Industry Implications
1. Craft Beer - Craft beer breweries can leverage emotion-driven branding to differentiate themselves in the market.
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