Package Design Process

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Five years ago this summer, I began helping Reformation Brewery extend it’s brand identity and establish it’s packaging design. I thought it’d be neat to take a look back, a peak behind the curtain if you will, at the concept phase we worked through to create the highly impactful line of packaging on shelf today.

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My methodical process extracts words to establish design strategy and drive conceptual thinking. With the key words Simple, Different and Story and visual concepts of Jazz, Primitive, Simple and Tribal, this focused approach gave myself and Reformation leadership plenty to think about.

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Fortunately Reformation’s brand positioning is a study in contrast to the overall beer industry. I’m a big believer that dramatic growth occurs in contrast. At the time, the craft beer shelves were a sea of sameness of convoluted, illustrative packaging. So from the beginning, we were intent on keeping the brand packaging as simple as possible.

SIMPLE

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TRIBAL

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JAZZ

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PRIMITIVE

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As you will see, these were just working names for the different beers with only one making it to market. But you can definitely see how these concepts lead to the finished product. I’m thankful the good people of Reformation Brewery value the design process we worked through to achieve high impact simplicity.

Tom Cox