Package Design - June/July 2015 - (Page 34)

REBRANDING BREWS SALES Ballast Point's new packaging offers a simplified, bolder look that brews up sales for the San Diego craft brewery W BY DIANNA BORSI O'BRIEN hen Ballast Point, a San Diego craft beer and spirit producer, launched its campaign to refresh its brand and packaging, the plan wasn't specifically to boost sales. As Scott Mires, partner/creative director of MiresBall, explains, "They wanted to bring the packaging up to the quality of the beer they were producing." But there's been a happy side effect: The new look has meant a lift in sales. ▸ continued on page 36 34 JUNE/JULY 2015

Table of Contents for the Digital Edition of Package Design - June/July 2015

Package Design - June/July 2015
Table of Contents
Editor's Letter
Front Panel
Package Design Matters Series: John Hal
Makeover Challenge Concepts Revealed
Rebranding Brews Sales
Debate & Discuss: Building, Supporting and Managing Creative Teams
Product Focus: Active & Smart Packaging
Index of Advertisers
Field Notes

Package Design - June/July 2015