TBJ – What has been the greatest challenge in working on the Weird Beard brand and equally, what has been the area in which you’ve got the greatest satisfaction from?

JS – The greatest challenge is probably coming up with new ideas for each labels, while trying to keep a generally consistent look and feel. The greatest satisfaction is definitely seeing the success Weird Beard have had over the past 3 years, and the love all the labels and skulls get is a part of that.

CW – Yep, I think I’ve done around 50 Lup’ins now, and it can be hard to come up with new ideas. Some of the brew names instantly lend themselves to a character (‘Something, Something Darkside’ was always going to be a Star Wars look) but others are a bit more vague. ‘Hive Mind’ and ‘Rye Smile’ took a bit more thought, but I really like those challenging ones.

We’ve had some great feedback on the labels. About a year ago I was watching a review of one of the Weird Beard beers by ‘Real Ale Craft Beer’ on Youtube. The beer got a fantastic reaction, but they also spent quite some time talking about the label and how they thought it paired perfectly with the beer. That was the best thing they could have said to me, as that’s really what we’re trying to achieve. Felt good that!

TBJ – Why do you think the Weird Beard labels and packaging have resonated with their audience?

JS – There’s definitely an honesty in the labels we’ve made for Bryan and Gregg. They live and breath the brewery and these labels are part of their little brewing world. I think people also respond well to the names and randomness of each label. Beer really isn’t a boring product, and hopefully Weird Beard is proof of that.

CW – The labels are really fun. Bryan and Gregg put a lot of time into each one, carefully crafting the story that sits on the side of each label. They are worth a read!

I think people look forward to seeing a new Weird Beard label, we often tease some of the branding on twitter as a new brew is being packaged and that gets a bit of excitement.

TBJ – On a broader beer packaging note, what do you think makes an effective, standout design in 2015? What qualities do you identify as means to help the brand in question stand out?

JS – I think the most important thing that makes a standout design now is whether it’s engaging and telling a story. Cloudwater Brewing has recently done an excellent job of this, with zen-like designs that evolve with the seasons.

CW – There’s such a variety out there now, it’s fantastic. I think craft beer has had to employ this extra element of creativity into their brands to set themselves apart. I was in Brooklyn last year and we found ourselves addicted to Brooklyn Summer Ale, seeing that bright blue can now, instantly brings back happy memories of rooftop drinking. You couldn’t get that association with a can of Stella could you? The big name brands are so stale. Although I do have a soft spot for the Brahma bottle – that’s gorgeous.

TBJ – Breweries such as Kernel go for a minimalist approach while companies such as Weird Beard and Beavertown have opted for packaging that incorporate many design elements. What other labels have you seen that standout in your eyes, and why?

JS – I love the utilitarian labels of Transmitter Brewing in New York, the constant evolving illustrated scenes of Alec Doherty and Partizan, and the screenprinted class of Omnipollo Brewing.

CW – I really like those simple designs. Five points and Brew By Numbers have gorgeous branding, but there isn’t much to set each brew apart. We knew that wouldn’t work with Weird Beard. Each one has such character.

TBJ – For a brewery looking into its first label designs or looking to rebrand them, what advice would you give them? Where do you start and what are the key elements should they focus on?

JS – Be honest to your drinkers and don’t let a boring Agency suck the soul out of your brand. There are so many incredibly talented designers and illustrators out there that will inject a lot more love and character to your labels than a marketing company will.

CW: I agree. Don’t be scared to do something out of the norm. Employ some talent that have never tackled packaging before, let’s see what comes up.