Summit, Surly, Rush River: The art of TC beer, part I

​We all know that beer labels are important: Without 'em, it would be hard to know what we're drinking or where it came from—let alone ABV, freshness dates, or, if we live in Michigan, how much money we should expect to get back for returning the bottle. (Answer: Two-fifths of a game of Ms. Pac-Man.)

But what does a label really say about a beer? Pretty much everything, according to Minneapolis graphic designer and business strategist Doug Powell, who curates the design and entrepreneurship blog Merge.

"The beer case in your local liquor store is one of the most visually competitive pieces of landscape imaginable," he says. "Marketers in all categories are aspiring to make a connection with the consumer that lasts beyond the 3.2 seconds when they grab the box off the shelf—they want the consumer to have a relationship with their brand, to believe in it."

And while it's nice to feel warm and fuzzy about the jar of pasta sauce you just pulled off the shelf, unlike most products, craft beer fans go a bit deeper with our infatuation. That's why, for fun, we decided to hold three local beer labels up to the light, so to speak, to see what makes their brands tick.

SURLY

​With an instantly recognizable yin yang "full pint/empty pint" logo in the shape of a barrel, Surly is unique among many craft breweries in that they package almost all of their beers in cans. This not only lets them stand out in a sea of brown bottles, but also gives their designers quite a bit more surface area to work with than your average paper-on-glass canvas.

"Surly's package graphics are full of bold, high-contrast graphics and cartoon-like imagery," Doug says. "Their brand is filled with an engaging mix of attitude, swagger, and humor that are impossible to ignore."

In addition to the look of their cans, Doug notes that Surly's branding really begins with their name. "The name Surly itself is fresh and surprising, and with products called Furious, Bender, and Hell, they have set themselves outside the mainstream of craft brewers." (Think about it: How odd would it feel to pony up to the bar and order a Surly Brown Ale?)

RUSH RIVER

Photo by peteSwede

​Of the three beers we chose, Rush River gets the award for highest awesome-beer-to-fugly-label ratio.

"Rush River has great beers but lousy packaging," Doug says. "While the name Rush River suggests an interesting, intriguing place, this potential is completely wasted with their amateurish label graphics. This brand doesn't stand a chance to attract the attention of the casual consumer."

(This sentiment was once borne out anecdotally in my own experience: After ordering a Bubblejack—one of the best local IPAs in my opinion—at the Sample Room, my server gave me a puzzled look, turned toward the bar, then told me that this was the first time anyone had ever ordered that beer. Glancing over at the taps, I realized that, indeed, Rush River's fluorescent green and pseudo-collegiate typeface choice probably weren't helping its cause.)

Doug offers some hope for this relative newcomer: "The good news for Rush River is that they have mastered the most difficult part of the process—brewing amazing beer—now they just need to bring their brand image up to that high level."

SUMMIT

​The oldest of the three breweries we chose—that is, if you consider being born in 1986 old—Summit's labels have stayed pretty consistent over the years. (I'll give you a dollar if you can tell me exactly what year the hops snuck into their logo.)

"Summit has created a very distinctive brand that gives a strong sense of hometown. The label graphics have a level of detail and refinement that reflects the quality of the product inside," Doug says. "Summit has also done a nice job of extending their brand with seasonal and specialty offerings, and this has given them an opportunity to build the brand image and story."

For an in depth look at the new, award-winning design of their Horizon Red Ale and Unchained series packaging, stay tuned for part II.