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COPPER Many craft distilleries main investment is their still, so it should come as no surprise that they have taken this as inspiration for their packaging and, in many cases, their brand name as well. This trend is driven by the color copper on packaging and often the word “copper” in the brand name. This trend is optimized by: >> >> >>

In what I can only imagine is an effort to provide transparency — or worse, simply a bad design trend spurred by designers who thought it was cool — many craft distillers have opted to make the type of alcohol the largest and most legible part of their packaging. This trend is optimized by:

>> >> >>

Names that incorporate “copper” Copper as a color, especially copper foil Designs that take their inspiration from copper pot stills

This trend has become a go-to solution for many craft distillers inspired by their craft and further fueled by the success of Tito’s Handmade Vodka, one of the first craft distilleries, if not the very first, to leverage copper as their primary brand color. Designs using copper typically express:

>> >> >>

LARGE PRODUCT TYPE

An overly large expression of the alcohol type Nearly invisible expression of the brand name A stripped down, almost generic approach to the brand packaging

Driven by a design aesthetic that in most cases does not serve the distillery well, the brand becomes the product rather than the brand itself. While from a distance (such as on the back bar) it is very readable, it comes off as generic up close. The designs typically express:

Small-batch, handcrafted quality

>> >> >>

The importance of their copper still Hand-crafted quality

Copper has become a common color used by craft spirits brands and is so popular that it’s almost synonymous with craft distilling. While the color still has value, copper alone is not enough to carry a brand’s message.

Transparency of what the product is (I guess…) An overly simplistic expression of the product Type that’s clean and easy to read from a distance

I really can’t express how disturbing I find this design trend. It relegates the brand to a subordinate position and often expresses the product type as the brand which, of course, it can never be.

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Profile for Artisan Spirit Magazine

Artisan Spirit: Spring 2019  

The magazine for craft distillers and their fans.

Artisan Spirit: Spring 2019  

The magazine for craft distillers and their fans.