It’s the 9th installment of Brand Strategy and Design! We hope you are enjoying this step-by-step journey to create a successful brand.
The Balance Between Creativity and Compliance
So far we’ve covered The Basics of Brand Strategy, Brand Positioning, Color Psychology, The Importance of Choosing the Right Fonts, The Benefits of Mood Boards, Namestorming, Food Photography, and FDA Packaging Compliance – If you missed one, or need a refresher, find all of them on our blog.
Today’s topic focuses on Beer & Seltzer Can Design and Compliance Tipsto help you instill trust and safety in your brand for your customers.
First, let’s talk design. Hopefully, you recognize the first 5 bullet points below. They are things we’ve covered in the early brand strategy and design newsletters. It’s important to concentrate on these elements for any package design project, be it a food or beverage product. Communicate your brand through the elements of design, and stay consistent!
TIPS FOR CRAFTING A CAPTIVATING BEER or SELTZER CAN DESIGN:
- Embrace the Essence of Your Brand: What sets your beer apart?
Just as every beer has its unique flavor profile, your beer can should embody the essence of your brand. Infuse your design with unique elements to create a visual identity that resonates.
- Typography: Type is the unsung hero of beer can design.
The right font can evoke tradition, whimsy or seriousness. Legibility is key, but don’t be afraid to experiment with typefaces that reflect your beer’s character.
- Color Palette: Colors are mood-setters.
Are you going for bold and adventurous? Or Subdued and classic? Color psychology plays a significant role in consumer perception, so dive into that color wheel with intention.
- Imagery and Illustrations: A picture is worth a thousand sips.
Whether it’s a stunning landscape, quirky illustrations, or a minimalist design, visuals can tell a story and convey the essence of your beer.
- Brand Consistency: Consistency is key.
Ensure that your beer can design aligns with your brewery’s branding across all touch points – from your website to your taproom decor. A cohesive brand identity builds trust and recognition.
- Legal Compliance: Ah, the less glamorous but necessary part.
Ensure your design complies with all the regulations (see below) Non-compliance is not only unprofessional but can also land you in legal trouble.
- Consumer Engagement: Think beyond the can.
How can your design engage consumers beyond the initial purchase? Consider QR codes that lead to immersive digital experiences or collector’s edition cans that become coveted items in the beer enthusiast community.
BEER CAN COMPLIANCE TIPS.
In the U.S., the Alcohol and Tobacco Tax and Trade Bureau (TTB) oversees the federal regulations for alcoholic beverages. Additionally, there are state-level alcohol control authorities, that may have specific rules and requirements.
- Brand Name: The brand name of the beer must be prominently displayed on the front label. This is usually the brewery name.
- Product Name: This is the name the beer will be marketed as.
- Class and Type Designation: Indicate the class and type of the beer, such as “Lager,” “IPA,” “Stout,” etc.
- Alcohol by Volume (ABV): Clearly display the Alcohol By Volume (ABV) percentage. It should be accurate and easily readable.
- Net Contents: Specify the volume of beer in the can, typically in ounces (e.g., 12 oz) or milliliters (e.g., 355 ml).
- Contact Information of Manufacturer: Include the legal name and address of the brewery or producer responsible for the beer. This should be in a location that is conspicuous and legible.
- Government Warning Statement: A mandatory health warning statement must be present. The exact wording and format are specified by the TTB and must be followed precisely.
- UPC Code: Mandatory scanning code if the product is sold at retail.
The mandatory requirements are noted in red on the image below.
SELTZER CAN DESIGNS HAVE SOME UNIQUE CONSIDERATIONS:
Seltzers are typically made using a base of fermented sugars from sources other than malted barley, such as cane or fruit sugars. These seltzers fall into the category of “flavored alcoholic beverages” and they have different requirements than typical craft beers. They fall under the purview of the FDA and the TTB.
In addition to all the regulations necessary for beers, seltzer cans also require::
- Nutrition Facts: Similar to food packaging, seltzers require all nutrients to be called out on a Nutrition Facts panel.
- Ingredient List: List all ingredients used in the seltzer, in descending order of predominance by weight. This includes the base sugars and any additional flavorings or additives.
- Allergen Information: If the beverage contains any of the major food allergens recognized by the FDA (e.g., wheat, soy, peanuts, tree nuts, milk, sesame, eggs, fish, shellfish), they must be declared on the label.
It’s crucial to keep yourself updated on any changes or additions to state regulations, as they are state specific.
The takeaway is…don’t risk TTB or FDA compliance issues as they can lead to significant consequences, including recalls, fines, and damage to your brand reputation. Contact us and we can help or at least point you in the right direction!
Pro Tip: Consult with a TTB consultant even before you start designing your can!