Package Design - March 2014 - 39

Winning Ways

 continued from page 19

America's printing expertise to help
translate the artistic renderings into a
final design that could be printed on
cans while staying true to the vision of
the project's many collaborators. The
cans also featured a sticker with a special code for free downloads of music
from artists on the Tender Loving
Empire label.
Since then, the brewery has collaborated with a sporting goods store in
downtown Portland, other breweries, a
coffee shop and, at time of publication,
is launching its second collaboration
with a record brand.
Blaser explains that the newest seasonal offering will have a bold snake
design that billboards across three cans,
created by the record label's designer.
"A lot of the style for our cans is already
set, the font for the text and how it's laid

out with the government warning, UPC
and that sort of thing," he says. "The
Suicide Squeeze designer, who creates a
lot of the art for their record albums,
used a template we gave him to add the
images and create the design. Everyone
then discussed the design, and there
were little tweaks. But the designs we
used are pretty much what he gave us."
In addition to partnering on product
and package design, Fort George works
with the other artisan businesses to create events for their fans. "For Next
Adventure, our collaboration with the
sporting goods store," Blaser explains.
"The launch included outdoor excursions-kayaking, skiing, that sort of thing.
"For Tender Loving Empire, we had
the beer on tap and some cans there for
the artists for these concerts," he adds.
"We even shot a series of videos with
some of their artists, up and down the
Columbia River, leading down to

Portland.
"For Suicide Squeeze, they are hosting a series of concerts, mostly in the
Seattle area, and we hope to have Fort
George beer there on tap while they'll
have their artists playing music," Blaser
continues. "They also are releasing a
7-in. vinyl record with some of their artists, for the beer collaboration.
"It's been a lot of fun to work on
these projects, we learn a lot through
the collaboration process," Blaser says.
"We get to see how our partners' businesses work and how they promote
themselves." Demonstrating how bringing people and mediums together can
be satisfying ventures for brand managers and designers, as both creatives and
marketers. PD
For articles on similar topics, visit the
Design Principles channel on PackageDesignMag.com.

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