Re-imagining 24 years of craft beer history for a new (and divided) audience.
Within a cluttered and highly competitive retail environment, packaging is a crucial factor in determining consumer purchase behavior. The latest Nielsen research indicates that 66% of consumers say that packaging is “very” or “extremely” important for getting them to notice a brand, and 60% say that it’s “very” or “extremely” important in convincing them to give it a try. Our challenge was to attract target buyers to UINTA beers with a compelling package that exemplifies the key attributes and benefits of new products identified from the proprietary innovation study.
We had three weeks to concept and produce 18 different packaging options for the next round of testing. We ended up tackling the Apple beer, Mango Lime and Theme Series concepts. With our design thinking framework, the engagement required this nimble and iterative approach to create packaging designs that delivered on the consumer needs and desired outcomes in an aggressive timeline. A diverse but small team was assembled (many of whom fit into the target audience) to learn and observe the key motivations and wants of this dual consumer. We practiced rapid brainstorming sessions to get rough concepts on paper. The goal was not the perfect idea, but lots of ideas, all through collaboration and a focus on the consumer. The next stage moved on to prototyping to make the ideas tangible. By sketching visual concepts on actual labels, the team was able to move through a variety of iterations. We used our sketches to quickly get key feedback from the client team. After many rounds of feedback and iteration, the rough sketches were selected and sent to formal user testing.
Ryan Coons / Struck
The design thinking framework helped us work hand-in-hand with Uinta's in-house team. I'm not lying when I say it was awesome. Also, we drank beer while we worked.
What We've Done
Mango Lime Pilsner
Grapefruit Hop Nosh
Cutthroat Pale Ale