Black Sands Brewing Company N.B. The brandname is ALEHEADS
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The Black Sands Brewing Company is a group of dedicated home brewers who have now taken the giant step of purchasing our own commercial brewery. We are situated in West Auckland, New Zealand in the foothills of the Waitakere Ranges. Our brewing philosophy is to create handmade real ales using only the finest natural ingredients. We avoid mechanical processing and industrial methods and do everything in the old-fashioned craftsman’s way.
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We are looking for a label design for our bottled beers and have applied to register the trademark “ALEHEADS” for our craft beer range. As a small, start-up brand, the packaging design will be crucial in communicating our positioning and image to the consumer. We plan to launch with 3 initial variants, a Pale Ale, a Porter and an India Pale Ale.ALEHEADS is intended as a brand that combines contemporary modernity with traditional brewing techniques. It is NOT a flashy, pretentious brand with gold embossed labels and nor is it a ye olde traditional brand with a fake heritage and thousands of awards. It is a simple and honest brand that reflects a lack of pretension while still communicating high quality standards. It is light-hearted and fun while still being highly professional.Our primary target market consists of craft beer drinkers, specifically men, aged 35-55, higher income, well travelled and interested in trying new things. However, women and men of other ages should not be ignored due to the growing wide appeal of craft beers.The design should be strongly branded and able to be easily adapted to as many as 6 different variants. Clear variant differentiation is extremely important. The design also needs to convey certain information about the beer and the brewer. To achieve this, the design needs to incorporate a panel or area where this information can be provided.Mandatory labelling information includes:The brand, variant and alcohol content – (eg. ALEHEADS and PALE ALE and 5%abv). In addition to the alcohol by volume, we would also like to communicate both the colour and the bitterness level of the beer. (eg Colour 20EBC and Bitterness 40ibu.) We also need the words “Bottle Conditioned” prominently displayed. Manufacturers details and physical address, barcode and approximately 20 words of copy giving serving directions and mandatory health warnings. The company name, "Black Sands Brewing Company" needs to appear together with the address on the label, but should not be prominent as the BRANDNAME is ALEHEADS. The size of the label is not fixed, but needs to suit a 500ml brown glass beer bottle which has a label panel of 101.4mm high and a bottle diameter of 67.4mm. This means that the maximum height of a label is around 100mm (4”) and the width can vary from as little as 75mm (3”) to as much as 200mm (8”). The ideal size would be 100mm high and about 150mm wide.We'd prefer a rectangular label but this is not compulsory. We do not need a neck label at this time.
The label design is the first step in the development of our brand. If allowed, we would like to use the winner to design additional items such as keg labels, outer packaging, promotional and point of sale materials etc.
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