Beer Label Study
Role
Grad Student
Deliverables
Thesis + User Studies + Package Design
Type
Research
Date
2018
Role
Grad Student
Deliverables
Thesis + User Studies + Package Design
Type
Research
Date
2018
Overview
This project was part of my thesis coursework that revolved around marketing a new craft beer in a competitive market.
The overall objective was to design a label that would receive the most positive reaction from consumers while adhering to the brewery’s theme. This was a 2-part study examining nomenclature and aesthetics.
This is a summary of the study and the full details and research are part of a seventy-ish page thesis.
Overview
This project was part of my thesis coursework that revolved around marketing a new craft beer in a competitive market.
The overall objective was to design a label that would receive the most positive reaction from consumers while adhering to the brewery’s theme. This was a 2-part study examining nomenclature and aesthetics.
This is a summary of the study and the full details and research are part of a seventy-ish page thesis.
Overview
This project was part of my thesis coursework that revolved around marketing a new craft beer in a competitive market.
The overall objective was to design a label that would receive the most positive reaction from consumers while adhering to the brewery’s theme. This was a 2-part study examining nomenclature and aesthetics.
This is a summary of the study and the full details and research are part of a seventy-ish page thesis.
Part 1
First, the nomenclature study included creating 3 potential beer names relating to the story of King Midas from Greek mythology. This remained in theme for Cry Wolf Brewing, who names their beer after different myths and legends. Next, a survey asked participants a series of questions based on the characteristics of a desirable brand name.
Below is a data collection chart resulting in “Curse of The King” chosen as the beer name moving forward.
Part 1
First, the nomenclature study included creating 3 potential beer names relating to the story of King Midas from Greek mythology. This remained in theme for Cry Wolf Brewing, who names their beer after different myths and legends. Next, a survey asked participants a series of questions based on the characteristics of a desirable brand name.
Below is a data collection chart resulting in “Curse of The King” chosen as the beer name moving forward.
Part 1
First, the nomenclature study included creating 3 potential beer names relating to the story of King Midas from Greek mythology. This remained in theme for Cry Wolf Brewing, who names their beer after different myths and legends. Next, a survey asked participants a series of questions based on the characteristics of a desirable brand name.
Below is a data collection chart resulting in “Curse of The King” chosen as the beer name moving forward.
Part 2
Second, the chosen “Curse of The King” name was added to different label aesthetics to determine the most impactful label - based on the participant’s ability to identify the information displayed in the variations and how the label appeals to them.
Below are the packaging options presented to survey participants - any of which based on federal regulations and general perceived quality would be acceptable to manufacture. (Top to Bottom: abstract, illustrative, typographic)
Part 2
Second, the chosen “Curse of The King” name was added to different label aesthetics to determine the most impactful label - based on the participant’s ability to identify the information displayed in the variations and how the label appeals to them.
Below are the packaging options presented to survey participants - any of which based on federal regulations and general perceived quality would be acceptable to manufacture. (Top to Bottom: abstract, illustrative, typographic)
Part 2
Second, the chosen “Curse of The King” name was added to different label aesthetics to determine the most impactful label - based on the participant’s ability to identify the information displayed in the variations and how the label appeals to them.
Below are the packaging options presented to survey participants - any of which based on federal regulations and general perceived quality would be acceptable to manufacture. (Top to Bottom: abstract, illustrative, typographic)
Closing In
Provided with these labels, participants were asked a series of questions pertaining to the ease of identification on a 1-5 scale and multiple choice questions regarding general visual appeal.
Below are some of the results determining the label with an illustrative aesthetic to be the best option based on participant feedback.
Closing In
Provided with these labels, participants were asked a series of questions pertaining to the ease of identification on a 1-5 scale and multiple choice questions regarding general visual appeal.
Below are some of the results determining the label with an illustrative aesthetic to be the best option based on participant feedback.
Closing In
Provided with these labels, participants were asked a series of questions pertaining to the ease of identification on a 1-5 scale and multiple choice questions regarding general visual appeal.
Below are some of the results determining the label with an illustrative aesthetic to be the best option based on participant feedback.
Conclusion
Based on this survey’s results, there appears to be a clear indication that majority of participants prefer a clear image or illustration they can associate with the beer. The image connects to the name, creating a story to entice the consumer.
Conclusion
Based on this survey’s results, there appears to be a clear indication that majority of participants prefer a clear image or illustration they can associate with the beer. The image connects to the name, creating a story to entice the consumer.
Conclusion
Based on this survey’s results, there appears to be a clear indication that majority of participants prefer a clear image or illustration they can associate with the beer. The image connects to the name, creating a story to entice the consumer.