Where do the NoDa beer can designs come from? Q&A with James

Love the NoDa beer can designs. I virtually sat down with James Ward (Creative Director at local ad agency Saturday) to talk over these cans.

(1) How and why did NoDa approach Saturday?

We approached NoDa Brewing as interested fans of their beer who saw they could use some brand & design strategy and packaging design. They realized they were growing faster than expected and while they were happy with the designs they had been doing, they recognized they needed a long-term strategy and family of design as they grew into the successful brewery they have since become.

(2) What creative direction did NoDa provide for the labeling?

Sometimes they have very clear visions for what they want to see in the labels (especially the special editions) and sometimes they leave it up to us. There are also times when they have asked for specific designs, which we have given them but also added in our own takes on what should be done, and they usually go with the latter.

(3) Summarize the creative brief and strategy behind the work.

The briefs are usually different, but the general gist of our design briefs is we try to give a glimpse into the brand, the brewery and the unique flavor of the beer with every design. We always try to deliver shelf appeal with every can or bottle as well, so they catch the consumers eye on the shelf, in the cooler, or at the bar. We always consider the story behind the beer, the ingredients, the flavor profile, any unique qualities, the competitive landscape for that particular type of beer, and if it’s a NoDable.

(4) How long did you have to come up with initial designs? Were you stressed?

It took several designers a few weeks to come up with what we initially presented. The only stress was creative stress and the stress of our own standards. Designing a beer can or labels should be fun or you’re doing it wrong.

(5) Where did the design inspiration come from?

The design inspiration came from the NoDa area itself. The art work, the kind of stickers and posters you find stapled to the telephone poles, the general vibe of the neighborhood–these were all things we felt were true to the NoDa Brewing brand and we tried to bake all of that into the designs, plus some thirst-whetting appeal. We call it pop art with a splash of mischief.

(6) What were some of the other design idea/directions that didn’t make it?

There were some all-type designs. Some more complicated designs. In the end we saw the craft beer package design world as a very busy place and we thought we could stand out by simplifying and by keeping artwork clean, but still maintaining a high level of creativity and messaging.

(7) I’m sure you viewed a ton of beer cans during the research phase, what other beer can designs do you respect?

Oh I have a whole presentation around this. There are too many to mention. I can say while there are some nice clean boilerplate designs some breweries use to create a design scheme–you know where they just switch out the name of the beer and change a certain stripe of color–we think that’s a let down. We want our designs to feel like a family, but also keep every label/can/etc. as unique as the beer inside.

(8) Walk us through a design presentation, where do you present?

We present designs to them semi-regularly. We typically meet at the Taproom because Todd, Suzie and Chad (and whomever else we are meeting with) are always so busy. I kind of prefer that because we are then surrounded by the brand, the other designs and the people. It’s a great compatibility check.

(9) What’s the most satisfying thing about developing such remarkable designs?

The most satisfying thing is being out in the real world and watching people pick the cans up off the self. It really is. We love when we make interesting, exciting designs or messaging that we’re proud of that also move the needle for our clients. That’s advertising and design. If it looked pretty and didn’t sell, it’s a failure. NoDa Brewing taking off like it has is gratifying, too. We know they are successful because they brew great beer. Our goal is to do what we can with design and advertising to get people to find it, try it, and talk about it; then they’re hooked. We’re very happy to play a small part in NoDa Brewing’s success. We also won a few industry awards for the designs which is also nice. Maybe more importantly, have gotten press about the designs in beer industry publications, which is great because they reach the audience we are trying to speak to–the craft beer enthusiasts.

Cheers.

This story was originally published March 13, 2015 at 12:42 AM with the headline "Where do the NoDa beer can designs come from? Q&A with James."