Beer Can Label Design
Your guide to creativity with craft beer.
I recently had the pleasure of being interviewed by Jenna Steele, beer can art enthusiast, and owner of The Craft Brewers Creative Pod. During her weekly podcast she talks all things crafts, can labels and the passion behind everyone involved - from the brewer to the artist!
Behind every craft beer is a story. A vision, and a whole lotta work!
The brewer put countless hours into creating that special liquid. Time, money and energy were poured into each batch to craft the perfect flavor. The head brewer’s passion is matched by the label artist who brings the can to life with custom artwork. The same drive and commitment goes in the the beer label design.
In order to understand why a label is so effective, one needs to understand the beer. The beer label tells a story of the liquid inside the can and invites you in visually in for a taste. The best labels evoke emotion and make you want to pick it up, look at the art and ultimately make the purchase.
When your beer can is on the shelf at the distributor, how else are you convincing customers to buy your beer? Let’s face it, you can’t be everywhere handing out free samples!
Jenna's podcast explores all things creative in the craft brew industry. From beer can art, labels & design to microbrew and taproom decor.
Jenna Steele fell in love with the craft beer industry while studying hospitality at Cornell University, where she graduated with a Bachelor of Science in Hotel Administration. In one of her courses, she was able to try countless craft beers, from across the US, in every style. Though the beer was good, the can art stood out. She wanted to know more about how the cans came to be.
Jenna interviews Jen Borror of Hoot Design Studio
“How did you get into designing labels? Do you like craft beer? What is your story and why beer?”
Developing her craft during the pandemic
2020 was a year of many things. For Jen Borror, owner of Hoot Design Studio it was also the beginning. At the beginning of the pandemic her studio definitely saw a hit and there was a surge of client loss as larger companies just couldn’t afford advertising. “Their marketing budgets were the first to go! My clients had to choose from laying off employees, or the new shiny company brochure or billboard. They just couldn’t do both, and I was the one left out in the rain.” Jen explains.
Although Jen took a hit losing many large clients, she started to see an increase in breweries reaching out for label designs! “I’ve done a handfull of labels before including just the illustration work, but never really thought of the craft community as a particular niche.”
“I’ve been in the graphic design and marketing industry for over 15 years. I’ve worked at ad firms and agencies doing print production, branding, logos, brochures, trade shows, you name it! I was even a designer at York Wallcoverings for several years.”
“Illustration was always a hobby and graphic design was what paid my bills. Of course I wanted to combine the two! Designing for labels allows me to do both … it’s like a mini art gallery on the can!”
More Cans = More Designs
With taprooms being forces to closed and keg sales and drafts dwindling as restaurants moved to delivery and to-go only options, brewers were forced to look for other ways to continue sales. In turn, this meant canning more!
AND you know what that means, more labels!
As demand was up, I quickly gained new clients and began my journey in the craft beer industry! I’ve designed everything from a beer label to tap handles, keg collars, t-shirts, gig posters, coasters, glassware and logos.
So Jen tell me, Do you have a favorite style of beer?
“I’m a huge fan of lighter beers like Pilsners and American Lagers BUT I must say I’ve been diving into Stouts, Hazy IPAs, Dark Lager Beers and Sours more. Maybe it’s because I’m a bit bias and enjoy the can art that I designed! Haha. It’s so fun to drink a beer that has. your art on it. It’s all about the experience and holding that can and looking at the art while your tastebuds get indulged ”
Something just tastes better about a beer you worked hard designing the label for!
Tune In and listen to the interview with Jen Borror of Hoot Design Studio and Jenna Steele as they dive deep into what goes into the design work and creativity of a label design.
A warm thank you to Jenna for interviewing me and taking time to explore my design style and labels. Follow her on Instagram here. Follow on YouTube here.
