Since 2005, Saugatuck Brewing Company has brewed some of the country’s finest craft beer in Saugatuck, Michigan. As one of the fastest growing breweries in the state, they pride themselves on crafting beer that is unique and great tasting.
Saugatuck Brewing Company was looking to position their brand in the ever-changing and incredibly competitive craft beer market. Specifically, they needed to appeal to their distributors and engage their customers.
Beginning with our Start With Why whiteboarding session, we took a deep dive into their current challenges, goals, and values. From there, a strategy was developed to transform Saugatuck Brewing Company’s brand - and the brands of their unique brews - to match the creativity of the beer they brew.
After new packaging was designed and released, Saugatuck Brewing Company saw orders for Neapolitan Milk Stout, their most popular beer, increase from 1,500 cases in 2013 to over 15,000 in 2014. In 2015, Neapolitan sales grew another 47%.
The Neapolitan Milk Stout was a great seasonal beer with a small cult following, but Saugatuck Brewing Company wanted more from their one-of-a-kind beer. Since launching the redesigned packaging, sales have increased by 251%. Due to the increased demand, the once-seasonal beer is now served year-round.
Saugatuck Brewing Company’s new session IPA needed a brand, a label, a carrier, and promotional material. Their goal was to create a beer brand that was comfortable, adventurous, relaxing, and all-around fun. Using custom-illustrated graphics, the packaging - which was awarded a 2015 Gold ADDY for Packaging Design - and other materials display various outdoor activities and scenes to support the brand.
Starburst Wheat is the newest mainstay beer from Saugatuck Brewing Company. The goal for Starburst Wheat was to create eclectic packaging geared toward a younger audience, while still being accessible to the masses. Starburst Wheat’s off-center and unordinary brand was revealed with rave reviews.
“For me, the redesign has created a brand presence that we have never had before. When you look at all of our mainstay styles on a shelf now, you know they all belong together. There is cohesion and continuity, and that is very important for a growing brewery. Having all of our styles match and stand out on the shelves together encourages people to try our other styles that maybe they haven’t had before.”