https://simplecast.com Beer Branding Trends Beer Branding Trends is a podcast about beer branding, craft beer marketing, and brand strategy for breweries and beverage alcohol companies. Produced by CODO Design — a leading craft beer branding and design firm — this show explores Brand Architecture, positioning, rebranding, packaging design, portfolio strategy, route-to-market thinking, and emerging beverage trends shaping the future of craft beer. Each episode features real-world insights drawn from working with 100+ breweries, along with deep dives into brand strategy, creative process, and the business decisions behind successful beer brands. If you’re a brewery founder, marketer, designer, or brand leader responsible for building a stronger craft beer brand, this podcast delivers practical strategy your team can use to grow. New episodes every two weeks. 2026 en Tue, 7 Apr 2026 07:00:00 +0000 Tue, 7 Apr 2026 07:00:16 +0000 https://beerbrandingtrends.com Beer Branding Trends https://image.simplecastcdn.com/images/1073c3fe-ae62-4e9c-90e1-8c2c55f1691b/c00bd6c7-cf86-40f2-ae8e-f9b17d753254/3000x3000/beerbrandingtrends.jpg?aid=rss_feed https://beerbrandingtrends.com episodic Beer Branding Trends is a podcast about beer branding, craft beer marketing, and brand strategy for breweries and beverage alcohol companies. Produced by CODO Design — a leading craft beer branding and design firm — this show explores Brand Architecture, positioning, rebranding, packaging design, portfolio strategy, route-to-market thinking, and emerging beverage trends shaping the future of craft beer. Each episode features real-world insights drawn from working with 100+ breweries, along with deep dives into brand strategy, creative process, and the business decisions behind successful beer brands. If you’re a brewery founder, marketer, designer, or brand leader responsible for building a stronger craft beer brand, this podcast delivers practical strategy your team can use to grow. New episodes every two weeks. CODO Design true https://feeds.simplecast.com/tT5STZBY beer branding, brand architecture, branding, craft beer, design, hard seltzer, package design, rebrand, spirits, marketing, liquor, beer, strategy, distilling, wine, positioning, brand, cocktails, brand strategy, kombucha CODO Design isaac@cododesign.com 4fb1b0de-7d81-4cde-8090-acc2cbdec916 109 - The hidden risk of launching an NA brand Points of discussion:

1. CODO Design's 2026 Beer Branding Trends Report

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 9,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 7 Apr 2026 07:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. CODO Design's 2026 Beer Branding Trends Report

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 9,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 109 - The hidden risk of launching an NA brand Cody Fague, Isaac Arthur 00:15:34 Cody and Isaac sit down to discuss the hidden risk of launching your next NA brand. Cody and Isaac sit down to discuss the hidden risk of launching your next NA brand. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full 3ee77835-374b-48e5-8714-4bea8a93343c 108 - The evolving role of beer style names in brand positioning Points of discussion:

1. CODO Design's 2026 Beer Branding Trends Report

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 9,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 24 Mar 2026 07:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. CODO Design's 2026 Beer Branding Trends Report

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 9,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 108 - The evolving role of beer style names in brand positioning Cody Fague, Isaac Arthur 00:21:48 Cody and Isaac sit down to discuss the evolving role of beer style names in brand positioning. Cody and Isaac sit down to discuss the evolving role of beer style names in brand positioning. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full 63771401-2f21-44b6-928d-e388551b3112 107 - Small Beer, big opportunity? Points of discussion:

1. CODO Design's 2026 Beer Branding Trends Report

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 9,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 10 Mar 2026 07:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. CODO Design's 2026 Beer Branding Trends Report

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 9,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 107 - Small Beer, big opportunity? Cody Fague, Isaac Arthur 00:32:00 Cody and Isaac sit down to discuss why they believe mid-strength beers are an exciting potential growth area in craft. Cody and Isaac sit down to discuss why they believe mid-strength beers are an exciting potential growth area in craft. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full f51a3cf6-ec5b-446e-8abf-f2113fa187c1 106 - CODO's 2026 Beer Branding Trends Overview Points of discussion:

1. CODO Design's 2026 Beer Branding Trends Report

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 9,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Mon, 2 Mar 2026 08:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. CODO Design's 2026 Beer Branding Trends Report

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 9,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 106 - CODO's 2026 Beer Branding Trends Overview Cody Fague, Isaac Arthur 01:26:47 Cody and Isaac sit down to discuss CODO's 2026 Beer Branding Trends report. Cody and Isaac sit down to discuss CODO's 2026 Beer Branding Trends report. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full 872d70a9-6c7e-4c6d-b5e9-87f3e087c36a 105 - How CODO Rebranded Countermeasures (Feat. Austin Sawyer) Points of discussion:

1. How CODO Rebranded Countermeasures [Case Study]

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 9,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 17 Feb 2026 08:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. How CODO Rebranded Countermeasures [Case Study]

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 9,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 105 - How CODO Rebranded Countermeasures (Feat. Austin Sawyer) Cody Fague, Isaac Arthur 00:56:24 Cody and Isaac sit down with Austin Sawyer to discuss why Countermeasures is one of the most important growth partners in the beverage industry today. Cody and Isaac sit down with Austin Sawyer to discuss why Countermeasures is one of the most important growth partners in the beverage industry today. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full 5d910b93-8107-4c03-97c8-b3358781c89e 104 - What to do when your brewery's brand name doesn't travel Points of discussion:

1. Acquired

2. How we built the Cold Drinking Beer brand

3. How we refreshed Ore Dock's brand

4. How we refreshed Fernson's packaging

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 9,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 3 Feb 2026 08:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. Acquired

2. How we built the Cold Drinking Beer brand

3. How we refreshed Ore Dock's brand

4. How we refreshed Fernson's packaging

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 9,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 104 - What to do when your brewery's brand name doesn't travel Cody Fague, Isaac Arthur 00:14:54 Cody and Isaac sit down to discuss a few ways you can get around esoteric brand names. Cody and Isaac sit down to discuss a few ways you can get around esoteric brand names. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full ed6047f9-4450-4811-a165-7c0e8c05ad1f 103 - Rebranding one of Ontario’s largest breweries (feat. Natasha and Hannah of Cowbell Brewing) Points of discussion:

1. How we rebranded Cowbell Brewing [Full Case Study]

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 9,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 20 Jan 2026 08:00:00 +0000 isaac@cododesign.com (Isaac Arthur, Cody Fague) https://beerbrandingtrends.com Points of discussion:

1. How we rebranded Cowbell Brewing [Full Case Study]

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 9,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 103 - Rebranding one of Ontario’s largest breweries (feat. Natasha and Hannah of Cowbell Brewing) Isaac Arthur, Cody Fague 01:07:46 Cody and Isaac sit down with Natasha and Hannah of Cowbell Brewing to unpack their recent rebrand — from Brand Strategy and packaging decisions to designing at scale for one of Ontario’s largest breweries. Cody and Isaac sit down with Natasha and Hannah of Cowbell Brewing to unpack their recent rebrand — from Brand Strategy and packaging decisions to designing at scale for one of Ontario’s largest breweries. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full b035afcb-404f-4952-9b8a-98680b93db99 102 - Sub Brand Use Cases for your Brewery Points of discussion:

1. Sub Brand Use Cases for Your Brewery [BBT Newsletter]

2. In-house with Rhinegeist

3. On the perils of releasing a budget brand [BBT Newsletter]

4. How we built the Cold Drinking Beer brand [Case Study]

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 6 Jan 2026 08:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. Sub Brand Use Cases for Your Brewery [BBT Newsletter]

2. In-house with Rhinegeist

3. On the perils of releasing a budget brand [BBT Newsletter]

4. How we built the Cold Drinking Beer brand [Case Study]

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 102 - Sub Brand Use Cases for your Brewery Cody Fague, Isaac Arthur 00:14:39 Cody and Isaac sit down to discuss the different ways we're seeing breweries use Sub Brands to scale their portfolios today. Cody and Isaac sit down to discuss the different ways we're seeing breweries use Sub Brands to scale their portfolios today. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full 39aaaec8-f270-40c0-927a-f947a0de1934 101 - Q&A: Rebrand for new markets? Templates vs. custom art? Keep (or fire) your OG designer? Plus, tangents! Points of discussion:

Q1: Should a brewery consider rebranding when expanding into new markets or reaching beyond its local audience?

Q2: Is a full rebrand typically more effective, or can a strategic refresh of the existing identity be enough?

Q3: If a company has worked with the same designer for years and is thinking about a brand refresh, how can they evaluate whether that OG designer is still the right fit? And if not, how should they navigate that tricky transition?

Q4: How do you determine when a system like Left Field’s templated approach makes sense, versus something more customized and illustration-driven like NoDa’s?

Q5: You mentioned that a rebrand usually isn’t the first move when sales are declining, but your Wachusett example seems to break that rule. Why was a full rebrand the right call in their case?

Q6: A lot of the work you showed uses a clear design system or template. How do you think about that approach compared to creating more individualized packaging within the same portfolio?

Q7: When refreshing a brand, do you find it more effective to start from scratch, or to build on the existing identity and evolve what’s already there?

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 9,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 2 Dec 2025 08:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

Q1: Should a brewery consider rebranding when expanding into new markets or reaching beyond its local audience?

Q2: Is a full rebrand typically more effective, or can a strategic refresh of the existing identity be enough?

Q3: If a company has worked with the same designer for years and is thinking about a brand refresh, how can they evaluate whether that OG designer is still the right fit? And if not, how should they navigate that tricky transition?

Q4: How do you determine when a system like Left Field’s templated approach makes sense, versus something more customized and illustration-driven like NoDa’s?

Q5: You mentioned that a rebrand usually isn’t the first move when sales are declining, but your Wachusett example seems to break that rule. Why was a full rebrand the right call in their case?

Q6: A lot of the work you showed uses a clear design system or template. How do you think about that approach compared to creating more individualized packaging within the same portfolio?

Q7: When refreshing a brand, do you find it more effective to start from scratch, or to build on the existing identity and evolve what’s already there?

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 9,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 101 - Q&A: Rebrand for new markets? Templates vs. custom art? Keep (or fire) your OG designer? Plus, tangents! Cody Fague, Isaac Arthur 00:31:57 Cody and Isaac sit down to answer audience questions from their recent brewers conference presentations. Cody and Isaac sit down to answer audience questions from their recent brewers conference presentations. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full c8715d99-139c-4e18-8c74-8da9a887754d 100 - Repositioning Your Parent Brand (for better or worse) Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 18 Nov 2025 08:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 100 - Repositioning Your Parent Brand (for better or worse) Cody Fague, Isaac Arthur 00:15:42 Cody and Isaac sit down to discuss the (many) downsides and (few) upsides to inadvertently repositioning your parent brand. Cody and Isaac sit down to discuss the (many) downsides and (few) upsides to inadvertently repositioning your parent brand. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full 78180746-4bfd-459a-a13b-c6e6fb416d9e 099 - Bump Williams Consulting on beer pricing tiers, ABV math and how to navigate the new Bev Alc landscape Points of discussion:

1. How to price your beer with Bump Williams Consulting

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 9,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 4 Nov 2025 08:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. How to price your beer with Bump Williams Consulting

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 9,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 099 - Bump Williams Consulting on beer pricing tiers, ABV math and how to navigate the new Bev Alc landscape Cody Fague, Isaac Arthur 00:58:05 Isaac sits down with Dave Williams from Bump Williams Consulting to discuss shifting beer pricing tiers and how a brewery today can best navigate this fractured market. Isaac sits down with Dave Williams from Bump Williams Consulting to discuss shifting beer pricing tiers and how a brewery today can best navigate this fractured market. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full e929dc20-cc38-49e1-bf89-8634c8dd1882 098 - How we Refreshed MAP Brewing's Brand (feat. Loy & PK from MAP) Points of discussion:

1. How CODO refreshed MAP Brewing brand

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 21 Oct 2025 07:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. How CODO refreshed MAP Brewing brand

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 098 - How we Refreshed MAP Brewing's Brand (feat. Loy & PK from MAP) Cody Fague, Isaac Arthur 00:47:20 Cody and Isaac sit down with Loy & PK from MAP Brewing to discuss their recent brand refresh. Why now, what did the process entail and what does this mean for MAP moving forward? Cody and Isaac sit down with Loy & PK from MAP Brewing to discuss their recent brand refresh. Why now, what did the process entail and what does this mean for MAP moving forward? beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full ca59c9e3-3344-4474-a128-a755b6214505 097 - Acquired: Working Through Real Branding Challenges from the Front Lines of Brewery M&A Points of discussion:

1. Acquired: Working Through Real Branding Challenges from the Front Lines of Brewery M&A

2. How we refreshed Malibu Brewing's package design

3. How we rebranded Wachusett Brewing

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 7 Oct 2025 07:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. Acquired: Working Through Real Branding Challenges from the Front Lines of Brewery M&A

2. How we refreshed Malibu Brewing's package design

3. How we rebranded Wachusett Brewing

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 097 - Acquired: Working Through Real Branding Challenges from the Front Lines of Brewery M&A Cody Fague, Isaac Arthur 00:42:24 Cody and Isaac sit down to discuss real-world challenges (and common problems) we've seen on the front lines of brewery M&A. Cody and Isaac sit down to discuss real-world challenges (and common problems) we've seen on the front lines of brewery M&A. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full 9c6d6a15-f43d-460e-a2dd-41ad6a41d140 096 - Acquired: So You Bought a Brewery. Now What? Points of discussion:

1. Acquired - So you bought a brewery. Now what?

2. Defining your Brand Equity: Fast & Slow

3. Embrace the "Staggered" rebrand launch 

4. When to jettison your Brand Equity 

5. A designer & a lawyer walk into a brewery 

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 23 Sep 2025 07:00:00 +0000 isaac@cododesign.com (Isaac Arthur, Cody Fague) https://beerbrandingtrends.com Points of discussion:

1. Acquired - So you bought a brewery. Now what?

2. Defining your Brand Equity: Fast & Slow

3. Embrace the "Staggered" rebrand launch 

4. When to jettison your Brand Equity 

5. A designer & a lawyer walk into a brewery 

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 096 - Acquired: So You Bought a Brewery. Now What? Isaac Arthur, Cody Fague 00:31:34 Cody and Isaac sit down to discuss what goes into integrating a new brewery acquisition after the deal is done. Cody and Isaac sit down to discuss what goes into integrating a new brewery acquisition after the deal is done. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full af273adf-1631-4356-8a77-5ddf514eb59b 095 - Introducing - Acquired: Your branding playbook for craft beer M&A Points of discussion:

1. M&A Mania: Why Craft Beer Acquisitions Are Everywhere Right Now

2. Is a House of Brand right for your brewery? [BBT Newsletter]

3. Rebranding Wachusett [Case Study]

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 9 Sep 2025 07:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. M&A Mania: Why Craft Beer Acquisitions Are Everywhere Right Now

2. Is a House of Brand right for your brewery? [BBT Newsletter]

3. Rebranding Wachusett [Case Study]

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 095 - Introducing - Acquired: Your branding playbook for craft beer M&A Cody Fague, Isaac Arthur 00:26:48 Cody and Isaac sit down to introduce the new Beer Branding Trends Newsletter summer series, Acquired. Cody and Isaac sit down to introduce the new Beer Branding Trends Newsletter summer series, Acquired. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full 16137a8d-8e75-4436-b460-40057cc0f202 094 - How to de-risk your brewery's rebrand Points of discussion:

1. How to de-risk your brewery's rebrand [BBT Newsletter]

2. Email: isaac@cododesign.com to discuss your brewery's rebrand

3. Craft Beer, Rebranded [book bundle]

4. Organizing your internal team ahead of a rebrand [BBT Newsletter] - EAT YOUR VEGGIES! 

5. Package Refresh Series 

6. Defining your Brand Equity, fast & slow [BBT Newsletter]

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 26 Aug 2025 07:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. How to de-risk your brewery's rebrand [BBT Newsletter]

2. Email: isaac@cododesign.com to discuss your brewery's rebrand

3. Craft Beer, Rebranded [book bundle]

4. Organizing your internal team ahead of a rebrand [BBT Newsletter] - EAT YOUR VEGGIES! 

5. Package Refresh Series 

6. Defining your Brand Equity, fast & slow [BBT Newsletter]

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 094 - How to de-risk your brewery's rebrand Cody Fague, Isaac Arthur 00:32:40 Cody and Isaac sit down to discuss several ways you can de-risk your brewery's rebrand ahead of the process. Cody and Isaac sit down to discuss several ways you can de-risk your brewery's rebrand ahead of the process. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full 877daa7d-0aa2-4f1d-bb95-b73d55249a6e 093 - Are fancifully named beers Sub Brands? Points of discussion:

1. Are fancifully-named beers Sub Brands? [BBT Newsletter]

2. How to scale the "Sub Brand Ladder" (from the Sub Brand Summer Series)

3. The role of the parent brand in Brand Architecture [Beyond Beer Handbook]

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 12 Aug 2025 07:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. Are fancifully-named beers Sub Brands? [BBT Newsletter]

2. How to scale the "Sub Brand Ladder" (from the Sub Brand Summer Series)

3. The role of the parent brand in Brand Architecture [Beyond Beer Handbook]

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 093 - Are fancifully named beers Sub Brands? Cody Fague, Isaac Arthur 00:12:14 Cody and Isaac sit down to discuss a few questions from our CBC seminar on Brand Architecture, including the fine line between when a product shifts from living under a Branded House towards becoming a Sub Brand. Cody and Isaac sit down to discuss a few questions from our CBC seminar on Brand Architecture, including the fine line between when a product shifts from living under a Branded House towards becoming a Sub Brand. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full e4c32b84-ba84-46ab-a0e8-7168be5fb6ec 092 - Branding Comma, a mindful Cannabis beer (feat. Kevin Waltermire) Points of discussion:

1. Branding Comma, a mindful cannabis beer [Case Study] 

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 29 Jul 2025 07:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. Branding Comma, a mindful cannabis beer [Case Study] 

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 092 - Branding Comma, a mindful Cannabis beer (feat. Kevin Waltermire) Cody Fague, Isaac Arthur 00:42:44 Cody and Isaac sit down to interview Kevin Waltermire of Comma Brewing about his new cannabis NA beer brand. Cody and Isaac sit down to interview Kevin Waltermire of Comma Brewing about his new cannabis NA beer brand. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full 997db400-c450-49f6-9d39-877e6cfe4a4c 091 - Brand Architecture for Newer & Smaller Breweries Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 8 Jul 2025 07:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 091 - Brand Architecture for Newer & Smaller Breweries Cody Fague, Isaac Arthur 00:16:24 Cody and Isaac sit down to discuss how newer breweries can use Brand Architecture to shape their portfolios and grow their business. Cody and Isaac sit down to discuss how newer breweries can use Brand Architecture to shape their portfolios and grow their business. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full 5496ed0c-7f80-400d-b8cd-b65776586a20 090 - Can you Line Extend to a different style? Points of discussion:

1. Can you Line Extend to a different style? - [ BBT Newsletter ]

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 24 Jun 2025 07:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. Can you Line Extend to a different style? - [ BBT Newsletter ]

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 090 - Can you Line Extend to a different style? Cody Fague, Isaac Arthur 00:20:53 Cody and Isaac sit down to discuss whether or not a brewery can (or should) Line Extend to a different style? Cody and Isaac sit down to discuss whether or not a brewery can (or should) Line Extend to a different style? beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full d2321657-3c97-4b07-9616-58cddcfa0728 089 - Q&A - 2025 Beer Branding Trends Edition Points of discussion:

—

Read the 2025 Beer Branding Trends Report here: https://cododesign.com/2025-beer-branding-trends-review/

—

Q1: How often do you think a brewery should be refreshing its packaging? You said every four or five years in the article, but what if things are going well by that time? Does it still make sense to refresh your packaging if sales are strong and you’re happy with how everything looks?

Q2: You wrote about flat sales as a possible reason for a brand or package refresh, but what if your sales are in a state of rapid decline, say, 10 to 12% down each year since 2022?

Q3: Is there a way to win in the lager segment today? It seems like Montucky and Garage Beer are so dominant that even larger craft breweries are behind the power curve. Is it worth it for a smaller brewery to attempt to play in this space right now?

Q4: Thanks for including the Babe-centric thought here. This is something our (mostly female) marketing team has discussed a lot over the last year. Similar to your take, we’re not offended, but do wonder if the type of person that this resonates with is even be a craft beer drinker at all?

Q5: What are your thoughts on the “bifurcation” trend. This looks great, but I see it everywhere. How do you guys handle it when a look like that makes sense for a brewery, but is super common in their market?

Q6: What role do you see for Ai tools like Canva or Midjourney at smaller breweries with limited resources? Is this a great asset for them, or a major threat for in-house designers? Or, both? And maybe a related — or a bonus question? — what impact do you think this will have on the design industry?

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 10 Jun 2025 07:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

—

Read the 2025 Beer Branding Trends Report here: https://cododesign.com/2025-beer-branding-trends-review/

—

Q1: How often do you think a brewery should be refreshing its packaging? You said every four or five years in the article, but what if things are going well by that time? Does it still make sense to refresh your packaging if sales are strong and you’re happy with how everything looks?

Q2: You wrote about flat sales as a possible reason for a brand or package refresh, but what if your sales are in a state of rapid decline, say, 10 to 12% down each year since 2022?

Q3: Is there a way to win in the lager segment today? It seems like Montucky and Garage Beer are so dominant that even larger craft breweries are behind the power curve. Is it worth it for a smaller brewery to attempt to play in this space right now?

Q4: Thanks for including the Babe-centric thought here. This is something our (mostly female) marketing team has discussed a lot over the last year. Similar to your take, we’re not offended, but do wonder if the type of person that this resonates with is even be a craft beer drinker at all?

Q5: What are your thoughts on the “bifurcation” trend. This looks great, but I see it everywhere. How do you guys handle it when a look like that makes sense for a brewery, but is super common in their market?

Q6: What role do you see for Ai tools like Canva or Midjourney at smaller breweries with limited resources? Is this a great asset for them, or a major threat for in-house designers? Or, both? And maybe a related — or a bonus question? — what impact do you think this will have on the design industry?

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 089 - Q&A - 2025 Beer Branding Trends Edition Cody Fague, Isaac Arthur 00:42:29 Cody and Isaac sit down to field audience-submitted questions from this year's annual Beer Branding Trends report. Cody and Isaac sit down to field audience-submitted questions from this year's annual Beer Branding Trends report. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full e98c9e7d-d395-4ee5-ab73-694317c855f3 088 - How Legacy Breweries can sell more beer Points of discussion:

1. 2025 Beer Branding Trends Review 

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 27 May 2025 07:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. 2025 Beer Branding Trends Review 

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 088 - How Legacy Breweries can sell more beer Cody Fague, Isaac Arthur 00:26:57 Cody and Isaac sit down to discuss the unique headwinds facing Regional and Legacy Breweries (and how to overcome them) in 2025. Cody and Isaac sit down to discuss the unique headwinds facing Regional and Legacy Breweries (and how to overcome them) in 2025. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full 8a704537-4a22-4071-801a-215c04a8a8ed 087 - Should your brewery launch a cannabis beverage? Points of discussion:

1. 2025 Beer Branding Trends Review 

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 13 May 2025 07:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. 2025 Beer Branding Trends Review 

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 087 - Should your brewery launch a cannabis beverage? Cody Fague, Isaac Arthur 00:26:17 Cody and Isaac sit down to discuss when it could (or could not) make sense for your brewery to launch a cannabis beverage. Cody and Isaac sit down to discuss when it could (or could not) make sense for your brewery to launch a cannabis beverage. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full 464b40ad-3a79-40b4-ac40-ef8f3d311e10 086 - How soon should your brewery jump on a trend? Points of discussion:

1. 2025 Beer Branding Trends Review 

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 29 Apr 2025 07:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. 2025 Beer Branding Trends Review 

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 086 - How soon should your brewery jump on a trend? Cody Fague, Isaac Arthur 00:25:15 Cody and Isaac sit down to discuss how early (or late) your brewery should consider jumping on a trend. Cody and Isaac sit down to discuss how early (or late) your brewery should consider jumping on a trend. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full 922b99b6-8b89-4ca3-ab5c-2664c8ec152d 085 - How to future proof your flagships Points of discussion:

1. 2025 Beer Branding Trends Review 

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 15 Apr 2025 07:15:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. 2025 Beer Branding Trends Review 

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 085 - How to future proof your flagships Cody Fague, Isaac Arthur 00:28:31 Cody and Isaac sit down to discuss how your brewery can future proof your flagships. Cody and Isaac sit down to discuss how your brewery can future proof your flagships. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full 99de3441-3b7f-4b4a-9895-d8e86471fe84 084 - CODO's 2025 Beer Branding Trends Report Overview Points of discussion:

1. 2025 Beer Branding Trend Review

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Mon, 31 Mar 2025 08:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. 2025 Beer Branding Trend Review

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 084 - CODO's 2025 Beer Branding Trends Report Overview Cody Fague, Isaac Arthur 01:02:53 Cody and Isaac sit down to discuss CODO Design's 2025 Beer Branding Trend Review. Cody and Isaac sit down to discuss CODO Design's 2025 Beer Branding Trend Review. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full eda97def-12b2-4dc6-98b9-422d68242835 083 - Rebranding Wachusett Brewing (Feat. Rob Day) Points of discussion:

1. Rebranding Wachusett Brewing [Case study]

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 11 Mar 2025 07:20:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. Rebranding Wachusett Brewing [Case study]

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 083 - Rebranding Wachusett Brewing (Feat. Rob Day) Cody Fague, Isaac Arthur 00:47:15 Cody and Isaac sit down with Rob Day to discuss how CODO rebranded the Massachusetts legacy brand, Wachusett Brewing. Cody and Isaac sit down with Rob Day to discuss how CODO rebranded the Massachusetts legacy brand, Wachusett Brewing. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full ee65e379-9afa-4586-9d51-d88b6ebc6c52 082 - How to Dial In Your Packaging Hierarchy Points of discussion:

1. How to get your packaging hierarchy dialed in [ BBT Newsletter ]

2. Why are you refreshing your packaging?

3. Frame your brewery's Brand Strategy, portfolio and Brand Architecture  

4. Different info types you have to include + some nice-to-haves 

5. Are you seeing "Stand-up Skinny" merchandising in your market?

6. We're designing packaging to sell beer, not win awards. 

7. Differences between primary and secondary packaging 

8. On the merits of "duping" cans when not using a carton

9. Your carton's bottom panel is not a junk drawer

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 25 Feb 2025 08:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. How to get your packaging hierarchy dialed in [ BBT Newsletter ]

2. Why are you refreshing your packaging?

3. Frame your brewery's Brand Strategy, portfolio and Brand Architecture  

4. Different info types you have to include + some nice-to-haves 

5. Are you seeing "Stand-up Skinny" merchandising in your market?

6. We're designing packaging to sell beer, not win awards. 

7. Differences between primary and secondary packaging 

8. On the merits of "duping" cans when not using a carton

9. Your carton's bottom panel is not a junk drawer

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 082 - How to Dial In Your Packaging Hierarchy Cody Fague, Isaac Arthur 00:21:02 Cody and Isaac sit down to discuss how to organize and prioritize different info types on your brewery's packaging. Cody and Isaac sit down to discuss how to organize and prioritize different info types on your brewery's packaging. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full 5d1e2795-b811-45e5-89e2-2d183e650b42 081 - How CODO refreshed Malibu Brewing's packaging (feat. Ryan and Jill Ahrens) Points of discussion:

1. How CODO Refreshed Malibu Brewing's package design - [Case Study]

2. Malibu Brewing

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 11 Feb 2025 08:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. How CODO Refreshed Malibu Brewing's package design - [Case Study]

2. Malibu Brewing

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 081 - How CODO refreshed Malibu Brewing's packaging (feat. Ryan and Jill Ahrens) Cody Fague, Isaac Arthur 00:26:49 Cody and Isaac sit down with Jill and Ryan Ahrens to discuss Malibu Brewing's recent package refresh. Cody and Isaac sit down with Jill and Ryan Ahrens to discuss Malibu Brewing's recent package refresh. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full 167b7e94-cce8-4999-aa33-fa70e926a6b9 080 - How we refreshed the Alewerks Brewing brand (feat. Michael Claar) Points of discussion:

1. How we refreshed the Alewerks Brewing brand

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 28 Jan 2025 08:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. How we refreshed the Alewerks Brewing brand

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 080 - How we refreshed the Alewerks Brewing brand (feat. Michael Claar) Cody Fague, Isaac Arthur 00:22:27 Cody and Isaac sit down with Michael Claar to discuss Alewerks Brewing Co.'s recent brand and package refresh. Cody and Isaac sit down with Michael Claar to discuss Alewerks Brewing Co.'s recent brand and package refresh. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full 9ea35ce9-fb2d-487d-b234-e70b8d2079fc 079 - Endorsed Brand vs. a New Standalone Brand Points of discussion:

1. Endorsed Brand vs. New Brand [BBT Newsletter]

2. How we built the Cold Drinking Beer brand Case Study + Podcast

3. Shout out to everyone out there smashing a Paul Blart Jort Force Hazy Triple Mango IPA® by Voodoo Ranger on your way to work.

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 14 Jan 2025 08:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. Endorsed Brand vs. New Brand [BBT Newsletter]

2. How we built the Cold Drinking Beer brand Case Study + Podcast

3. Shout out to everyone out there smashing a Paul Blart Jort Force Hazy Triple Mango IPA® by Voodoo Ranger on your way to work.

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 079 - Endorsed Brand vs. a New Standalone Brand Cody Fague, Isaac Arthur 00:20:10 Cody and Isaac sit down to discuss when it makes sense to launch an Endorsed Brand vs. an entirely new, standalone brand. Cody and Isaac sit down to discuss when it makes sense to launch an Endorsed Brand vs. an entirely new, standalone brand. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full 57e92112-ab00-4812-a4aa-f9d3d8f267b9 078 - Why brand your taproom brewery? Points of discussion:

1. Question from a BBT subscriber 

2. A strong brand builds enterprise value

3. Your brand is a platform 

4. A compelling brand set the stage for co-branding opportunities 

5. This all art directs your look and feel

6. A strong brand helps you attract and retain great talent 

7. A heartwarming story about a CODO mom (and how we fired her son?)

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 10 Dec 2024 08:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. Question from a BBT subscriber 

2. A strong brand builds enterprise value

3. Your brand is a platform 

4. A compelling brand set the stage for co-branding opportunities 

5. This all art directs your look and feel

6. A strong brand helps you attract and retain great talent 

7. A heartwarming story about a CODO mom (and how we fired her son?)

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 078 - Why brand your taproom brewery? Cody Fague, Isaac Arthur 00:20:51 Cody and Isaac sit down to discuss why branding is important for a taproom-focused brewery, even if you have no intention of ever packaging your beer. Cody and Isaac sit down to discuss why branding is important for a taproom-focused brewery, even if you have no intention of ever packaging your beer. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full 9bfb2e2d-eed3-40d7-b226-acbc77d1fe9a 077 - How to Tame Rotation Nation Points of discussion:

1. How to Tame Rotation Nation [Newsletter]

2. Left Field Brewery

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 26 Nov 2024 08:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. How to Tame Rotation Nation [Newsletter]

2. Left Field Brewery

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 077 - How to Tame Rotation Nation Cody Fague, Isaac Arthur 00:19:49 Cody and Isaac sit down to discuss how your brewery can tame an overwhelming release schedule. Cody and Isaac sit down to discuss how your brewery can tame an overwhelming release schedule. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full adedcf84-c33c-4a5a-b812-2539350450ca 076 - A Designer and a Lawyer Walk into a Brewery (Intellectual Property feat. Matthew McLaughlin) Points of discussion:

1. McLaughlin PC's website + matthew@mclaughlinpc.com

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 12 Nov 2024 09:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. McLaughlin PC's website + matthew@mclaughlinpc.com

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 076 - A Designer and a Lawyer Walk into a Brewery (Intellectual Property feat. Matthew McLaughlin) Cody Fague, Isaac Arthur 00:37:09 Isaac sits down with Matthew McLaughlin to discuss all thing brewery Intellectual Property. Isaac sits down with Matthew McLaughlin to discuss all thing brewery Intellectual Property. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full 44d85265-7322-4c89-af9a-12877fd0d7b8 075 - How CODO helped AleSmith Brewing launch a Hard Cider brand (feat. AleSmith) Points of discussion:

1. How we helped AleSmith launch a Hard Cider Brand - [Case Study ]

2. AleSmith Brewing

3. Let's talk hard cider - [BBT Newsletter]

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 29 Oct 2024 07:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. How we helped AleSmith launch a Hard Cider Brand - [Case Study ]

2. AleSmith Brewing

3. Let's talk hard cider - [BBT Newsletter]

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 075 - How CODO helped AleSmith Brewing launch a Hard Cider brand (feat. AleSmith) Cody Fague, Isaac Arthur 00:20:23 Isaac sits down with Brandon Richards and Kristen Ballinger of AleSmith Brewing to discuss their new hard cider brand development. Isaac sits down with Brandon Richards and Kristen Ballinger of AleSmith Brewing to discuss their new hard cider brand development. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full 9ef946ab-5ec0-4537-9215-e75ff791f9ce 074 - How to Successfully Refresh Your Brewery's Packaging Points of discussion:

1. Package Refresh Series, Issue 3: How to Successfully Refresh Your BRewery's Packaging

2. Staggered Rebrand Launch [Podcast]

3. Email Isaac to discuss your package refresh: isaac@cododesign.com 

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 15 Oct 2024 07:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. Package Refresh Series, Issue 3: How to Successfully Refresh Your BRewery's Packaging

2. Staggered Rebrand Launch [Podcast]

3. Email Isaac to discuss your package refresh: isaac@cododesign.com 

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 074 - How to Successfully Refresh Your Brewery's Packaging Cody Fague, Isaac Arthur 00:22:15 Cody and Isaac sit down to discuss a handful of best practices CODO has learned after handling several dozen package refreshes Cody and Isaac sit down to discuss a handful of best practices CODO has learned after handling several dozen package refreshes beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full 4ebd3557-f372-414c-b924-b473c96d7dcd 073 - Package Refreshes vs. Brand Refreshes (vs. Rebrands) Points of discussion:

1. Package Refresh Series, Issue 2: Package Refreshes vs. Brand Refreshes (vs. Rebrands)

2. Email Isaac to discuss your brewery's package refresh: isaac@cododesign.com

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 1 Oct 2024 07:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. Package Refresh Series, Issue 2: Package Refreshes vs. Brand Refreshes (vs. Rebrands)

2. Email Isaac to discuss your brewery's package refresh: isaac@cododesign.com

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 073 - Package Refreshes vs. Brand Refreshes (vs. Rebrands) Cody Fague, Isaac Arthur 00:26:20 Cody and Isaac sit down to discuss the key differences between package refreshes, brand refreshes and rebrands as well as why these nuances matter. Cody and Isaac sit down to discuss the key differences between package refreshes, brand refreshes and rebrands as well as why these nuances matter. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full 4717062e-7ad9-47a6-a25f-51188d475565 072 - Introducing: The Package Refresh Series Points of discussion:

1. Why are package refreshes so hot right now?

2. Here’s our series thesis: 

There are more breweries today in the US than anytime in history, yet consumers are drinking less beer. This has led to flat-to-declining sales for breweries of all sizes across the country. The fallout? Marketing budgets are tighter than ever.

But this comes at a time when investing in your branding, packaging and marketing is more important due to all the aforementioned competition.

This means that breweries are carefully weighing their options and investing where they expect to see an outsized return. In this landscape, package refreshes have emerged as a compelling strategy to stay top of mind with consumers. 

3. Package Refresh vs. a deeper rebrand: On weighing risk vs. reward 

4. Cost is subjective here

5. Your packaging is dusty (it hasn’t been updated since…)

6. You’ve gone through several in-house designers and/or agency partners and can clearly see the inconsistent label design style strata across your different brands

7. Your sales are flat (but not in a free fall)

8. Things are going well (you’re winning new placements and sales are increasing YOY) and you want to invest in your brand while the sun’s shining

9. You’ve rationalized your portfolio and want to clean everything up now that you have a clear set of priorities 

10. Package Refresh as a stop gap: You’re planning on a deeper branding effort in the coming years, but still need to make a change now

11. You need to address an Intellectual Property (IP) issue 

12. Email Isaac to discuss your brewery's package refresh: isaac@cododesign.com

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 17 Sep 2024 08:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. Why are package refreshes so hot right now?

2. Here’s our series thesis: 

There are more breweries today in the US than anytime in history, yet consumers are drinking less beer. This has led to flat-to-declining sales for breweries of all sizes across the country. The fallout? Marketing budgets are tighter than ever.

But this comes at a time when investing in your branding, packaging and marketing is more important due to all the aforementioned competition.

This means that breweries are carefully weighing their options and investing where they expect to see an outsized return. In this landscape, package refreshes have emerged as a compelling strategy to stay top of mind with consumers. 

3. Package Refresh vs. a deeper rebrand: On weighing risk vs. reward 

4. Cost is subjective here

5. Your packaging is dusty (it hasn’t been updated since…)

6. You’ve gone through several in-house designers and/or agency partners and can clearly see the inconsistent label design style strata across your different brands

7. Your sales are flat (but not in a free fall)

8. Things are going well (you’re winning new placements and sales are increasing YOY) and you want to invest in your brand while the sun’s shining

9. You’ve rationalized your portfolio and want to clean everything up now that you have a clear set of priorities 

10. Package Refresh as a stop gap: You’re planning on a deeper branding effort in the coming years, but still need to make a change now

11. You need to address an Intellectual Property (IP) issue 

12. Email Isaac to discuss your brewery's package refresh: isaac@cododesign.com

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 072 - Introducing: The Package Refresh Series Cody Fague, Isaac Arthur 00:33:23 Cody and Isaac sit down to introduce CODO's new summer BBT newsletter series: The Package Refresh Series. Plus, why *are* package refreshes so hot right now? Cody and Isaac sit down to introduce CODO's new summer BBT newsletter series: The Package Refresh Series. Plus, why *are* package refreshes so hot right now? beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full 8569b2ff-23ec-4289-817e-cb773164ab46 071 - How to Make your Brand Strategy Actionable Points of discussion:

1. What is a Brand Essence?

2. Brand Strategy vs. business strategy 

3. Examples of Brand Essences

4. Can these become public facing?

5. Brand Essences and Mood Boards ensure a smooth transition from strategy to design

6. Mood Boards serve as a phenomenal rapid prototyping tool

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 27 Aug 2024 08:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. What is a Brand Essence?

2. Brand Strategy vs. business strategy 

3. Examples of Brand Essences

4. Can these become public facing?

5. Brand Essences and Mood Boards ensure a smooth transition from strategy to design

6. Mood Boards serve as a phenomenal rapid prototyping tool

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 071 - How to Make your Brand Strategy Actionable Cody Fague, Isaac Arthur 00:17:57 Cody and Isaac sit down to discuss Brand Essences and how they help to make your Brand Strategy actionable. Cody and Isaac sit down to discuss Brand Essences and how they help to make your Brand Strategy actionable. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full fb3c6820-352d-4fa5-bc47-cc756e3ac836 070 - What we got wrong in the Beyond Beer Handbook Points of discussion:

> The Beyond Beer Handbook

1. We should have expanded the book's scope

2. We should have spent more time explaining how your brewery can (and should) develop a Brand Architecture Map

3. Brand Architecture is an invaluable tool for future proofing your portfolio

4. Sub / Endorsed Brands are a clutch tool for safely expanding your brewery’s brand

5. We didn’t spend enough time on the House of Brands / Hybrid Brand models

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 13 Aug 2024 07:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

> The Beyond Beer Handbook

1. We should have expanded the book's scope

2. We should have spent more time explaining how your brewery can (and should) develop a Brand Architecture Map

3. Brand Architecture is an invaluable tool for future proofing your portfolio

4. Sub / Endorsed Brands are a clutch tool for safely expanding your brewery’s brand

5. We didn’t spend enough time on the House of Brands / Hybrid Brand models

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 070 - What we got wrong in the Beyond Beer Handbook Cody Fague, Isaac Arthur 00:22:46 Cody and Isaac sit down to discuss what they've learned about Brand Architecture in the two years since publishing The Beyond Beer Handbook. Cody and Isaac sit down to discuss what they've learned about Brand Architecture in the two years since publishing The Beyond Beer Handbook. beer, brand architecture, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full 2e74e26f-1e73-4c14-9c1a-3c74edb5b02f 069 - When to Jettison Your Brand Equity Points of discussion:

1. When to Jettison your Brand Equity [Newsletter]

2. If your current look is actively hurting your business

3. If your current identity doesn't accurately represent where you want to take your business in the future 

4. If you're making, or planning to make major changes within your company 

5. If you’re self conscious of your branding or packaging 

6. You're making some Brand Architecture moves

7. Let's discuss a sacred cow: What about losing your current fans through a rebrand?

8. "Don't sacrifice your brewery's future on the altar of Brand Equity."

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 30 Jul 2024 07:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. When to Jettison your Brand Equity [Newsletter]

2. If your current look is actively hurting your business

3. If your current identity doesn't accurately represent where you want to take your business in the future 

4. If you're making, or planning to make major changes within your company 

5. If you’re self conscious of your branding or packaging 

6. You're making some Brand Architecture moves

7. Let's discuss a sacred cow: What about losing your current fans through a rebrand?

8. "Don't sacrifice your brewery's future on the altar of Brand Equity."

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 069 - When to Jettison Your Brand Equity Cody Fague, Isaac Arthur 00:23:38 Cody and Isaac sit down to discuss when it can make sense to jettison your visual & Brand Equity. Cody and Isaac sit down to discuss when it can make sense to jettison your visual & Brand Equity. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full 195f1baa-4d4c-4c04-a5ab-c5466e6c3e37 068 - CODO's *Official* 2024 CBC Recap Points of discussion:

1. Leverage your brand or start a new one? (CODO's CBC presentation)

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 9 Jul 2024 07:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. Leverage your brand or start a new one? (CODO's CBC presentation)

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 068 - CODO's *Official* 2024 CBC Recap Cody Fague, Isaac Arthur 00:14:57 Cody and Isaac sit down to discuss their experience at the 2024 Craft Brewers Conference. Cody and Isaac sit down to discuss their experience at the 2024 Craft Brewers Conference. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full 592fd61e-ddaa-49d4-ab27-cf9e519f74dd 067 - 2024 Branding Trends Report Q&A Points of discussion:

CODO Design's 2024 Beer Branding Trends Report

-

1. Can a smaller brewery actually pull off a craft lager brand?

2A. What’s the best packaging format for Hop Water?

2B. Why hasn’t ABI released a Hop Water?

3. What does the beer industry look like in 2030? (Hot takes only.)

4. Is fudging a beer's style as a positioning tool disingenuous?

5. Do you have any thoughts on the Bud Light controversy?

6. Should we feature awards (GABF, World Beer Cup, etc.) on our packaging?

7. No mention of Cannabis in your report???

8. What are the downsides of building a contract brewed / lifestyle brand?

9. Do you think we’ll see more private equity in the beer industry over the next few years as there are deals to be had?

10. White Claw NA: Stupid or brilliant?

—

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 25 Jun 2024 07:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

CODO Design's 2024 Beer Branding Trends Report

-

1. Can a smaller brewery actually pull off a craft lager brand?

2A. What’s the best packaging format for Hop Water?

2B. Why hasn’t ABI released a Hop Water?

3. What does the beer industry look like in 2030? (Hot takes only.)

4. Is fudging a beer's style as a positioning tool disingenuous?

5. Do you have any thoughts on the Bud Light controversy?

6. Should we feature awards (GABF, World Beer Cup, etc.) on our packaging?

7. No mention of Cannabis in your report???

8. What are the downsides of building a contract brewed / lifestyle brand?

9. Do you think we’ll see more private equity in the beer industry over the next few years as there are deals to be had?

10. White Claw NA: Stupid or brilliant?

—

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 8,000+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 067 - 2024 Branding Trends Report Q&A Cody Fague, Isaac Arthur 01:11:41 Cody and Isaac sit down to field subscriber-submitted questions on our 2024 Beer Branding Trends review. Cody and Isaac sit down to field subscriber-submitted questions on our 2024 Beer Branding Trends review. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full 2dab33b9-da9a-4d83-8e05-290d75693be5 066 - The Year of Craft Lager? (The Year of Craft Lager!) Points of discussion:

1. 2024 Beer Branding Trends Report

2. How we built the Cold Drinking Beer brand

3. Time Traveling with the Beer Can Archaeologist 

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 11 Jun 2024 06:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. 2024 Beer Branding Trends Report

2. How we built the Cold Drinking Beer brand

3. Time Traveling with the Beer Can Archaeologist 

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 066 - The Year of Craft Lager? (The Year of Craft Lager!) Cody Fague, Isaac Arthur 00:28:25 Cody and Isaac sit down to discuss craft lager and how your brewery can nail this positioning challenge. Cody and Isaac sit down to discuss craft lager and how your brewery can nail this positioning challenge. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full ebfdca42-17a1-432d-8572-05fe97f5d9b3 065 - A Quick & Dirty Guide to Co-branding Points of discussion:

1. 2024 Beer Branding Trends Report

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 28 May 2024 07:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. 2024 Beer Branding Trends Report

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 065 - A Quick & Dirty Guide to Co-branding Cody Fague, Isaac Arthur 00:27:52 Cody and Isaac sit down to discuss Co-branding in craft beer, and why this is such a fun strategy right now. Cody and Isaac sit down to discuss Co-branding in craft beer, and why this is such a fun strategy right now. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full 43683e8d-001a-4194-90dc-e02022454de6 064 - Rebranding NoDa Brewing (feat. Jacob Virgil) Points of discussion:

1. Rebranding NoDa Brewing [Case study]

2. NoDa Brewing 

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 14 May 2024 07:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. Rebranding NoDa Brewing [Case study]

2. NoDa Brewing 

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 064 - Rebranding NoDa Brewing (feat. Jacob Virgil) Cody Fague, Isaac Arthur 00:39:02 Cody and Isaac sit down with Jacob Virgil to discuss their recent rebranding project with NoDa Brewing. Cody and Isaac sit down with Jacob Virgil to discuss their recent rebranding project with NoDa Brewing. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full 2c235beb-55de-45d3-8421-cf1bd352cf77 063 - The Regional Brewery Playbook Points of discussion:

1. 2024 Beer Branding Trends Report

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 30 Apr 2024 07:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. 2024 Beer Branding Trends Report

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 063 - The Regional Brewery Playbook Cody Fague, Isaac Arthur 00:24:52 Cody and Isaac sit down to discuss what they're seeing in their Regional Brewery branding work. Cody and Isaac sit down to discuss what they're seeing in their Regional Brewery branding work. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full 7e97d971-3c14-46af-9239-42e3a6b34148 062 - Defining Your Brand Equity: Fast & Slow Points of discussion:

1. 2024 Beer Branding Trends Report

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 16 Apr 2024 07:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. 2024 Beer Branding Trends Report

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 062 - Defining Your Brand Equity: Fast & Slow Cody Fague, Isaac Arthur 00:24:40 Cody and Isaac sit down to discuss how to actually frame your visual and Brand Equity. Cody and Isaac sit down to discuss how to actually frame your visual and Brand Equity. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full 429df41e-bbb6-41d7-b5ea-a4e241bd7811 061 - 2024 Beer Branding Trends Report Overview Points of discussion:

1. 2024 Craft Beer Branding Trends

2. Join the Beer Branding Trends Newsletter to receive exclusive insights

3. How to design better merch

4. How to scale the Sub Brand Ladder

5. Modular Brand Identity Systems

6. Hop Water

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Mon, 1 Apr 2024 07:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. 2024 Craft Beer Branding Trends

2. Join the Beer Branding Trends Newsletter to receive exclusive insights

3. How to design better merch

4. How to scale the Sub Brand Ladder

5. Modular Brand Identity Systems

6. Hop Water

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 061 - 2024 Beer Branding Trends Report Overview Cody Fague, Isaac Arthur 01:15:55 Cody and Isaac sit down to discuss CODO's 2024 Beer Branding Trends review. Cody and Isaac sit down to discuss CODO's 2024 Beer Branding Trends review. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full 4fc5835b-a5b5-434a-8b03-554eb65165cc 060 - Let's talk Hard Cider Points of discussion:

1. Our wonderful travel experience headed out to CiderCon. 

2. Hard Cider segment overview

3. There are several multi-regional cideries that would land in the top 50 breweries by production volume  

4. All eyes on Angry Orchard (and Boston Beer's quizzical lack of investment in the brand)

5. Defining Hard Cider 

6. Should your brewery launch a Hard Cider? 

7. Brand Architecture & Fourth Category beverages we're seeing in cider

8. How far away from apples can you get and still claim to be a cider?

9. Parallels between beer and hard cider

10. NA cider's are an interesting positioning challenge 

11. Exploring cider's halo effect (an inherent naturalness that comes from being tied to agriculture)

12. Gluten free as a secondary benefit 

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 19 Mar 2024 07:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. Our wonderful travel experience headed out to CiderCon. 

2. Hard Cider segment overview

3. There are several multi-regional cideries that would land in the top 50 breweries by production volume  

4. All eyes on Angry Orchard (and Boston Beer's quizzical lack of investment in the brand)

5. Defining Hard Cider 

6. Should your brewery launch a Hard Cider? 

7. Brand Architecture & Fourth Category beverages we're seeing in cider

8. How far away from apples can you get and still claim to be a cider?

9. Parallels between beer and hard cider

10. NA cider's are an interesting positioning challenge 

11. Exploring cider's halo effect (an inherent naturalness that comes from being tied to agriculture)

12. Gluten free as a secondary benefit 

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 060 - Let's talk Hard Cider Cody Fague, Isaac Arthur 00:25:56 Cody and Isaac sit down to discuss all things Hard Cider. Cody and Isaac sit down to discuss all things Hard Cider. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full c2515521-10f4-4e34-a4a5-59eff91aa189 059 - How We Built The 'Cold Drinking Beer' Brand (feat. Virginia Beer Co.) Points of discussion:

1. Building the Cold Drinking Beer Brand. [Case Study]

2. The Virginia Beer Co.

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 5 Mar 2024 09:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. Building the Cold Drinking Beer Brand. [Case Study]

2. The Virginia Beer Co.

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 059 - How We Built The 'Cold Drinking Beer' Brand (feat. Virginia Beer Co.) Cody Fague, Isaac Arthur 00:44:53 Cody and Isaac sit down with The Virginia Beer Co. to discuss their recent collab: Cold Drinking Beer. Cody and Isaac sit down with The Virginia Beer Co. to discuss their recent collab: Cold Drinking Beer. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full 662ead0f-3e16-4b4f-8954-2bcb08b8f531 058 - Q&A: Can you rebrand in-house? Plus, what do we think about the BA’s independent seal Listener submitted questions:

1. Can a brewery handle its rebrand in-house or should this always be outsourced?

2. Does CODO prefer branding new breweries or rebranding established ones? 

3. Did CODO ever considering opening a brewery? Plus, what beverage category would we launch right now if we were in the market to? 

4. Do you think it's worth putting the Brewers Association's Independent Seal on packaging these days? 

5. How should we deal with a delicate IP / beer naming situation? 

6. What are some tips for how to be a terrible client? (???)

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 20 Feb 2024 08:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Listener submitted questions:

1. Can a brewery handle its rebrand in-house or should this always be outsourced?

2. Does CODO prefer branding new breweries or rebranding established ones? 

3. Did CODO ever considering opening a brewery? Plus, what beverage category would we launch right now if we were in the market to? 

4. Do you think it's worth putting the Brewers Association's Independent Seal on packaging these days? 

5. How should we deal with a delicate IP / beer naming situation? 

6. What are some tips for how to be a terrible client? (???)

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 058 - Q&A: Can you rebrand in-house? Plus, what do we think about the BA’s independent seal Cody Fague, Isaac Arthur 00:26:48 Cody and Isaac sit down to field our latest round of listener-submitted questions. Cody and Isaac sit down to field our latest round of listener-submitted questions. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full 436e31eb-2704-46da-b2cc-3ea1f45f1d15 057 - All Rebrands Should Lead to Growth Points of discussion:

1. Should all brewery rebrands lead to growth?

2. On Fat Rare and Samuel Adams' recent rebrands. 

3. Various reasons for rebranding we've heard from our clients:

- “Our packaging is all over the place visually. And with 25+ new releases per year, it's always getting worse.” 

- "We've got multiple locations now and want to develop a consistent look and experience that spans the entire company." 

- “We’re not really sure what our story is. Sure, we’ve grown a lot and people love our beer, but I feel like we could be so much further along if we actually spent time dialing in our marketing and branding." 

- “We’re shifting to a new format (moving from 12oz to 16oz cans) and want to make everything hang together on shelf.”

- "We're buying a brewery and, other than the name, think everything about the existing branding and packaging needs to change."

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 6 Feb 2024 09:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. Should all brewery rebrands lead to growth?

2. On Fat Rare and Samuel Adams' recent rebrands. 

3. Various reasons for rebranding we've heard from our clients:

- “Our packaging is all over the place visually. And with 25+ new releases per year, it's always getting worse.” 

- "We've got multiple locations now and want to develop a consistent look and experience that spans the entire company." 

- “We’re not really sure what our story is. Sure, we’ve grown a lot and people love our beer, but I feel like we could be so much further along if we actually spent time dialing in our marketing and branding." 

- “We’re shifting to a new format (moving from 12oz to 16oz cans) and want to make everything hang together on shelf.”

- "We're buying a brewery and, other than the name, think everything about the existing branding and packaging needs to change."

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 057 - All Rebrands Should Lead to Growth Cody Fague, Isaac Arthur 00:20:43 Cody and Isaac sit down to discuss qualitative and quantitive reasons for rebranding a brewery, and why all roads ultimately lead to increasing revenue. Cody and Isaac sit down to discuss qualitative and quantitive reasons for rebranding a brewery, and why all roads ultimately lead to increasing revenue. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full 6b4284b8-68ae-49b8-904f-a04b6aa4f7a0 056 - In Defense of the Branded House Points of discussion:

1. What is a Branded House?

2. In defense of the Branded House [BBT Newsletter]

3. Beverage Brand Architecture Continuum

4. The Branded House for the new brewery 

5. The Branded House for an established brewery coming out of a rebrand 

6. Mission Brewing's rebrand as an example 

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 23 Jan 2024 08:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. What is a Branded House?

2. In defense of the Branded House [BBT Newsletter]

3. Beverage Brand Architecture Continuum

4. The Branded House for the new brewery 

5. The Branded House for an established brewery coming out of a rebrand 

6. Mission Brewing's rebrand as an example 

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 056 - In Defense of the Branded House Cody Fague, Isaac Arthur 00:22:06 Cody and Isaac sit down to discuss the merits of a Branded House Brand and why this could be an important part of your brewery's portfolio. Cody and Isaac sit down to discuss the merits of a Branded House Brand and why this could be an important part of your brewery's portfolio. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full cf8eae81-9391-4b1c-895c-828e36ea7a7f 055 - Rebrand vs. Brand Refresh, Revisited Points of discussion:

1. "Do you think this will be a rebrand or a refresh?"

2. Craft Beer, Rebranded

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 9 Jan 2024 08:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. "Do you think this will be a rebrand or a refresh?"

2. Craft Beer, Rebranded

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 055 - Rebrand vs. Brand Refresh, Revisited Cody Fague, Isaac Arthur 00:16:36 Cody and Isaac sit down to discuss the nuances between a rebrand and a brand refresh (and why your intent matters more than anything). Cody and Isaac sit down to discuss the nuances between a rebrand and a brand refresh (and why your intent matters more than anything). beer, hard seltzer, marketing, food and beverage, brand equity, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full 1deb7b6e-0c2d-4b02-a55d-da69232911ee 054 - Year End Action Items Points of discussion:

1. Cody is too jacked. It's distracting.

2. Start building your email newsletter list.

3. Start emailing your list. (Revelatory!)

4. Build a *rough* content marketing plan.

5. Build your media library

6. Intellectual Property hygiene

7. Take care of yourself. (Yes, you.)

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 5 Dec 2023 08:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. Cody is too jacked. It's distracting.

2. Start building your email newsletter list.

3. Start emailing your list. (Revelatory!)

4. Build a *rough* content marketing plan.

5. Build your media library

6. Intellectual Property hygiene

7. Take care of yourself. (Yes, you.)

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 054 - Year End Action Items Cody Fague, Isaac Arthur 00:27:29 Cody and Isaac sit down to discuss action items to set yourself up for a strong 2024. Cody and Isaac sit down to discuss action items to set yourself up for a strong 2024. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full a348b25c-5747-4fea-af90-47e1a1271d40 053 - What is a Legacy Brewery? Points of discussion:

1. What is a Legacy Brewery? [BBT Newsletter]

2. Traditionally defined as ~25+ years old

3. CODO defines a Legacy Brewery as any group that came to market around the start of the craft beer boom in 2010

4. The amount of breweries that opened in your market after you is more important than your overall age

5. Advice for Legacy Breweries 

6. Lean into your historicity 

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 21 Nov 2023 10:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. What is a Legacy Brewery? [BBT Newsletter]

2. Traditionally defined as ~25+ years old

3. CODO defines a Legacy Brewery as any group that came to market around the start of the craft beer boom in 2010

4. The amount of breweries that opened in your market after you is more important than your overall age

5. Advice for Legacy Breweries 

6. Lean into your historicity 

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 053 - What is a Legacy Brewery? Cody Fague, Isaac Arthur 00:18:04 Cody and Isaac sit down to discuss Legacy Breweries: What are they and what unique challenges do they face today? Cody and Isaac sit down to discuss Legacy Breweries: What are they and what unique challenges do they face today? beer, hard seltzer, marketing, new belgium, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, legacy brewery, beyond beer, beyond beer book, beverage alcohol, rtd, sierra nevada, beyond beer handbook, design, rogue brewing, stone brewing, advertising, branding true full ba3c5b36-27d1-4898-89cc-ce3411cd02b4 052 - Embracing the Staggered Rebrand Launch Points of discussion:

1. Embracing the Staggered Rebrand Launch [BBT Newsletter]

2. Craft Beer, Rebranded 

3. Triage your key brands 

4. Mind (and manage) your public messaging & storytelling 

5. Launch your digital footprint now

6. Launch your new mech now

7. On "prolonging the magic"

8. Take a deep breath. Will anyone remember?

9. What revenue / profit are you leaving on the table by not launching now?

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 7 Nov 2023 09:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. Embracing the Staggered Rebrand Launch [BBT Newsletter]

2. Craft Beer, Rebranded 

3. Triage your key brands 

4. Mind (and manage) your public messaging & storytelling 

5. Launch your digital footprint now

6. Launch your new mech now

7. On "prolonging the magic"

8. Take a deep breath. Will anyone remember?

9. What revenue / profit are you leaving on the table by not launching now?

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 052 - Embracing the Staggered Rebrand Launch Cody Fague, Isaac Arthur 00:25:11 Cody and Isaac sit down to discuss why the way we help our clients launch their rebrands has shifted so dramatically over the last few years (and how to best announce yours moving forward). Cody and Isaac sit down to discuss why the way we help our clients launch their rebrands has shifted so dramatically over the last few years (and how to best announce yours moving forward). staggered launch, beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, brand launch, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full 142279bd-5ef7-4e01-a9de-d0f090ae672c 051 - How to Design Better Merch Points of discussion:

1. How to design better merch [BBT Newsletter]

2. Your merch is a direct reflection of your business 

3. Your merch can reinforce your positioning and brand story 

4. So what style of XYZ (a shirt or hat) should you offer?

5. Think beyond your primary logo (give your fans winks & nods)

6. Create merch drops & scarcity 

7. Create a beautiful retail footprint (please exit through the gift shop)

8. Should you sell your merch online?

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 24 Oct 2023 08:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. How to design better merch [BBT Newsletter]

2. Your merch is a direct reflection of your business 

3. Your merch can reinforce your positioning and brand story 

4. So what style of XYZ (a shirt or hat) should you offer?

5. Think beyond your primary logo (give your fans winks & nods)

6. Create merch drops & scarcity 

7. Create a beautiful retail footprint (please exit through the gift shop)

8. Should you sell your merch online?

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 051 - How to Design Better Merch Cody Fague, Isaac Arthur 00:27:11 Cody and Isaac sit down to discuss how to design better merch and make millions of dollars along the way. Cody and Isaac sit down to discuss how to design better merch and make millions of dollars along the way. beer, merch, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, million, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, revenue, advertising, profit, branding true full e21e5b92-d736-459a-ad2d-98bf5f38e58e 050 - Designer Q&A! Points of discussion:

Cody and Isaac remark on CODO's 14th anniversary without much fanfare.

—

Q1: Did design school prepare you for running a business?

Q2: I just got done listening to your podcast episode on naming a brewery. My question to you is how many names do you provide a client? I recently provided 35 to a client for their own personal brand. Do you think that's too many or too little? I personally think I probably could have gotten away with just providing 15-20 But I'm just curious to hear what your thoughts and approach to the amount of names provided are. 

Q3: Wanted to ask a business question (sorry, this isn’t beer related!) Do you enjoy sales? I struck out on my own back in 2020 and it’s been going fairly well since then. But I find sales to be the hardest part of growing my practice. Any help here would he appreciated.

Q4: Do you ever worry that by releasing books that deep dive into your process, breweries will no longer need your services?

Q5: Do you find that your team ever gets tired only working on beer branding projects? I run a small agency myself (currently 3 people) and we have an ongoing debate about whether or not we should focus on one particular industry like you all have. 

Q6: How important has writing books been for your business?

Q7: What are 3 design/business books that every recent grad should read?

Q8: I’m an in-house designer at X. I recently brought an idea for a new product to our marketing director and head brewer and they basically laughed it off without any consideration. I won’t get into specifics, but I believe it’s a smart move based on what I’m seeing around the industry (including reading in your newsletter). So my question is, how can I get my team to listen to my ideas? I’m young, and new to this position and the beer industry (coming up on my one year anniversary), but I’m passionate and learning as much as I can. I figured you might have some insight here since you’ve previously talked about showing work and selling your ideas when you were a younger designer.

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 10 Oct 2023 08:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

Cody and Isaac remark on CODO's 14th anniversary without much fanfare.

—

Q1: Did design school prepare you for running a business?

Q2: I just got done listening to your podcast episode on naming a brewery. My question to you is how many names do you provide a client? I recently provided 35 to a client for their own personal brand. Do you think that's too many or too little? I personally think I probably could have gotten away with just providing 15-20 But I'm just curious to hear what your thoughts and approach to the amount of names provided are. 

Q3: Wanted to ask a business question (sorry, this isn’t beer related!) Do you enjoy sales? I struck out on my own back in 2020 and it’s been going fairly well since then. But I find sales to be the hardest part of growing my practice. Any help here would he appreciated.

Q4: Do you ever worry that by releasing books that deep dive into your process, breweries will no longer need your services?

Q5: Do you find that your team ever gets tired only working on beer branding projects? I run a small agency myself (currently 3 people) and we have an ongoing debate about whether or not we should focus on one particular industry like you all have. 

Q6: How important has writing books been for your business?

Q7: What are 3 design/business books that every recent grad should read?

Q8: I’m an in-house designer at X. I recently brought an idea for a new product to our marketing director and head brewer and they basically laughed it off without any consideration. I won’t get into specifics, but I believe it’s a smart move based on what I’m seeing around the industry (including reading in your newsletter). So my question is, how can I get my team to listen to my ideas? I’m young, and new to this position and the beer industry (coming up on my one year anniversary), but I’m passionate and learning as much as I can. I figured you might have some insight here since you’ve previously talked about showing work and selling your ideas when you were a younger designer.

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 050 - Designer Q&A! Cody Fague, Isaac Arthur 00:46:33 Cody and Isaac sit down to field questions from in-house designers, freelancers and marketing pros from around the beer industry. Cody and Isaac sit down to field questions from in-house designers, freelancers and marketing pros from around the beer industry. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full b43e5bf7-8329-4873-ac07-372dc32835d9 049 - How to Future Proof Your Brand Points of discussion:

1. https://beerbrandingtrends.com/how-to-future-proof-your-brand/

2. Consistency, Relevancy and Advertising $$$ 

3. A compelling point of view and immutable cultural relevance

4. What dragon are you slaying?

5. Cody rocks a grim reaper air freshener?

6. On simple, iconic marks (+ a limited color palette and consistent iconography)

7. And then spend hundreds of millions of dollars on advertising (easy peasy!)

—

Learn more at www.craftbeerrebranded.com

- 

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> Tue, 26 Sep 2023 08:00:00 +0000 isaac@cododesign.com (Isaac Arthur, Cody Fague) https://beerbrandingtrends.com Points of discussion:

1. https://beerbrandingtrends.com/how-to-future-proof-your-brand/

2. Consistency, Relevancy and Advertising $$$ 

3. A compelling point of view and immutable cultural relevance

4. What dragon are you slaying?

5. Cody rocks a grim reaper air freshener?

6. On simple, iconic marks (+ a limited color palette and consistent iconography)

7. And then spend hundreds of millions of dollars on advertising (easy peasy!)

—

Learn more at www.craftbeerrebranded.com

- 

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> 049 - How to Future Proof Your Brand Isaac Arthur, Cody Fague 00:17:00 Cody and Isaac sit down to discuss timeless brands. Cody and Isaac sit down to discuss timeless brands. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beverage alcohol, rtd, design, advertising, branding true full 8fff7b2e-13b3-424f-9465-169721558889 048 - Managing the In-House / External Agency Dynamic Points of discussion:

1. How has the in-house vs. external agency dynamic evolved over the last decade.

2. Why are designers such assholes? (Were we born this way?)

3. Why we advocate for breweries to build in-house teams.

4. “Look how the massacred my boy.”

5. A few common arrangements between in-house groups and an external agency (strategy + execution, strategy + some execution, all strategy and no execution, no strategy and all execution).

6. How we work with an in-house to team to get the most mileage out of a clients budget.

7. The power of building guidelines together.

8. Post-project After Action Reviews (AARs).

-

Learn more at www.craftbeerrebranded.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> Tue, 12 Sep 2023 08:00:00 +0000 isaac@cododesign.com (Isaac Arthur, Cody Fague) https://beerbrandingtrends.com Points of discussion:

1. How has the in-house vs. external agency dynamic evolved over the last decade.

2. Why are designers such assholes? (Were we born this way?)

3. Why we advocate for breweries to build in-house teams.

4. “Look how the massacred my boy.”

5. A few common arrangements between in-house groups and an external agency (strategy + execution, strategy + some execution, all strategy and no execution, no strategy and all execution).

6. How we work with an in-house to team to get the most mileage out of a clients budget.

7. The power of building guidelines together.

8. Post-project After Action Reviews (AARs).

-

Learn more at www.craftbeerrebranded.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> 048 - Managing the In-House / External Agency Dynamic Isaac Arthur, Cody Fague 00:32:21 Cody and Isaac sit down to discuss best practices for getting the most out of your in-house team and external agency relationship. Cody and Isaac sit down to discuss best practices for getting the most out of your in-house team and external agency relationship. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beverage alcohol, emotional intelligence, empathy, rtd, process management, design, advertising, design thinking, design process, branding true full ceb15f91-55b5-4f4e-a43f-3dfcb87a29d1 047 - Best Practices for Remote Work with a Branding Firm Points of discussion:

1. Why are people historically apprehensive about working with an agency that isn’t local to them?

2. The biggest concern—how will we learn about your brewery’s culture and market if we’re not from your state?

3. This begin with thorough kickoff homework—art direction, competitive set audit and possible brand audit work.

4. Travel us the easiest way to navigate this issue. But what if we can't travel?

5. Why collaboration and upfront brand strategy is even more crucial when working with a remote branding firm.

6. Stick. To. The. Agreed. Upon. Timeline.

7. Meetings are important (unless they aren’t). How do you know the difference?

8. Do you have to wear pants for a video call?

9. Specific communication tools make the process run smoother—Drive or Dropbox. Slack, etc.

-

Learn more at www.craftbeerrebranded.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> Tue, 29 Aug 2023 08:00:00 +0000 isaac@cododesign.com (Isaac Arthur, Cody Fague) https://beerbrandingtrends.com Points of discussion:

1. Why are people historically apprehensive about working with an agency that isn’t local to them?

2. The biggest concern—how will we learn about your brewery’s culture and market if we’re not from your state?

3. This begin with thorough kickoff homework—art direction, competitive set audit and possible brand audit work.

4. Travel us the easiest way to navigate this issue. But what if we can't travel?

5. Why collaboration and upfront brand strategy is even more crucial when working with a remote branding firm.

6. Stick. To. The. Agreed. Upon. Timeline.

7. Meetings are important (unless they aren’t). How do you know the difference?

8. Do you have to wear pants for a video call?

9. Specific communication tools make the process run smoother—Drive or Dropbox. Slack, etc.

-

Learn more at www.craftbeerrebranded.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> 047 - Best Practices for Remote Work with a Branding Firm Isaac Arthur, Cody Fague 00:28:33 Cody and Isaac sit down to discuss best practices for remote work with a branding agency that might be a state, a time zone or half a world away. Cody and Isaac sit down to discuss best practices for remote work with a branding agency that might be a state, a time zone or half a world away. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beverage alcohol, remote work, rtd, process management, design, advertising, design process, remote, branding true full 625dbd05-1fc1-4674-a2a7-f22743ed3d4c 046 - How to Scale the Sub Brand Ladder (Sub Brand Summer Ep. 03) Points of discussion:

1. How to Scale the Sub Brand Ladder [Newsletter]

2. Your Band Architecture isn't a static thing.

3. You can scale up and down the Beverage Brand Architecture Continuum over time.

4. How to develop a fanciful brand name [Podcast]

5. Fernson Brewing's package refresh

6. Sub Brands vs. Endorsed Brands [Newsletter]

7. Common Line Extensions (in 2023): IPA > Hazy IPA > Imperial Hazy IPA — or — Lager > Light Lager > Lime Lager > Mexican-Style Lager 

8. On variety packs [Newsletter]

9. KettleHouse & Cold Smoke

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 15 Aug 2023 08:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. How to Scale the Sub Brand Ladder [Newsletter]

2. Your Band Architecture isn't a static thing.

3. You can scale up and down the Beverage Brand Architecture Continuum over time.

4. How to develop a fanciful brand name [Podcast]

5. Fernson Brewing's package refresh

6. Sub Brands vs. Endorsed Brands [Newsletter]

7. Common Line Extensions (in 2023): IPA > Hazy IPA > Imperial Hazy IPA — or — Lager > Light Lager > Lime Lager > Mexican-Style Lager 

8. On variety packs [Newsletter]

9. KettleHouse & Cold Smoke

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 046 - How to Scale the Sub Brand Ladder (Sub Brand Summer Ep. 03) Cody Fague, Isaac Arthur 00:29:55 Cody and Isaac sit down to introduce their "Sub Brand Ladder" framework. Are you interested in building a Sub Brand at your brewery? Start here. Cody and Isaac sit down to introduce their "Sub Brand Ladder" framework. Are you interested in building a Sub Brand at your brewery? Start here. sub brand, beer, brand architecture, hard seltzer, voodoo ranger, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, endorsed brand, rtd, sierra nevada, beyond beer handbook, design, advertising, sub brand summer, branding true full 797e6fb4-cdc5-4544-91ea-17b8853e319f 045 - Sub Brands vs. Endorsed Brands (Sub Brand Summer Ep. 02) Points of discussion:

1. Sub Brand Summer, Pt. 1: Sub Brands. So hot right now. [Beer Branding Trends Newsletter]

2. Sub Brand Summer, Pt. 2: Sub Brands vs. Endorsed Brands (a closer look) [Beer Branding Trends Newsletter]

3. CODO's 2023 Beer Branding Trends Review

4. The role of the parent brand in Brand Architecture

4. Beverage Brand Architecture Continuum

5. Beverage Extension Assessment Tool (B.E.A.T.)

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 1 Aug 2023 08:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. Sub Brand Summer, Pt. 1: Sub Brands. So hot right now. [Beer Branding Trends Newsletter]

2. Sub Brand Summer, Pt. 2: Sub Brands vs. Endorsed Brands (a closer look) [Beer Branding Trends Newsletter]

3. CODO's 2023 Beer Branding Trends Review

4. The role of the parent brand in Brand Architecture

4. Beverage Brand Architecture Continuum

5. Beverage Extension Assessment Tool (B.E.A.T.)

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 045 - Sub Brands vs. Endorsed Brands (Sub Brand Summer Ep. 02) Cody Fague, Isaac Arthur 00:21:48 Cody and Isaac sit down to discuss the subtle (but important) differences between Sub Brands and Endorsed Brands. Cody and Isaac sit down to discuss the subtle (but important) differences between Sub Brands and Endorsed Brands. sub brand, beer, brand architecture, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, endorsed brands, endorsed brand, rtd, beyond beer handbook, design, advertising, sub brands, sub brand summer, branding true full baead19a-9f50-4cc3-a282-ee74e42cba16 044 - Why Are Sub Brands So Hot Right Now? (Sub Brand Summer Ep. 01) Points of discussion:

1. Sub Brands. So hot right now. [Beer Branding Trends Newsletter]

2. CODO's 2023 Beer Branding Trends Review

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 18 Jul 2023 08:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. Sub Brands. So hot right now. [Beer Branding Trends Newsletter]

2. CODO's 2023 Beer Branding Trends Review

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 044 - Why Are Sub Brands So Hot Right Now? (Sub Brand Summer Ep. 01) Cody Fague, Isaac Arthur 00:21:39 Cody and Isaac sit down to introduce CODO's Sub Brand Summer Series and answer the question: "Why are Sub Brands so hot right now?" Cody and Isaac sit down to introduce CODO's Sub Brand Summer Series and answer the question: "Why are Sub Brands so hot right now?" sub brand, beer, brand architecture, hard seltzer, voodoo ranger, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, endorsed brand, rtd, beyond beer handbook, design, advertising, sub brand summer, branding true full 6d2d346f-efea-447f-8383-ee26af08f7a5 043 - When to Refresh Your Packaging (Pro Tips) Points of discussion:

1. Evolution vs. Revolution

2. What is a package refresh?

3. Why (and when) do breweries do this?

4. Common pain points that lead to package refreshes 

5. Common goals and objectives in these projects 

6. On hierarchy and packaging hierarchy

7. What if a brewery has a terrible logo and wants to keep it?

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 20 Jun 2023 07:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. Evolution vs. Revolution

2. What is a package refresh?

3. Why (and when) do breweries do this?

4. Common pain points that lead to package refreshes 

5. Common goals and objectives in these projects 

6. On hierarchy and packaging hierarchy

7. What if a brewery has a terrible logo and wants to keep it?

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 043 - When to Refresh Your Packaging (Pro Tips) Cody Fague, Isaac Arthur 00:28:51 Cody and Isaac sit down to discuss package refreshes. Cody and Isaac sit down to discuss package refreshes. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full 92dc9308-68ab-445c-bc98-de83b38c2f34 042 - Refreshing Fernson's Packaging (feat. Fernson Brewing) Points of discussion:

1. Fernson Brewing

2. Beer & Loathing Across the Lonesome Prairie

3. How has Fernson's identity shifted over the last 8 years? 

4. Fernson's thoughts on Brand Voice

5. Monolithic naming vs. Fanciful Names and Sub Brands

6. Why Fernson started naming beers 

7. How this move sets Fernson up for future Line Extensions and Sub Brands

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 6 Jun 2023 07:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur, Fernson Brewing) https://beerbrandingtrends.com Points of discussion:

1. Fernson Brewing

2. Beer & Loathing Across the Lonesome Prairie

3. How has Fernson's identity shifted over the last 8 years? 

4. Fernson's thoughts on Brand Voice

5. Monolithic naming vs. Fanciful Names and Sub Brands

6. Why Fernson started naming beers 

7. How this move sets Fernson up for future Line Extensions and Sub Brands

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 042 - Refreshing Fernson's Packaging (feat. Fernson Brewing) Cody Fague, Isaac Arthur, Fernson Brewing 00:37:17 Cody and Isaac sit down with Fernson Brewing to discuss their shiny new package refresh. Cody and Isaac sit down with Fernson Brewing to discuss their shiny new package refresh. beer, hard seltzer, fernson brewing, marketing, food and beverage, sioux falls, craft beer, cpg, south dakota, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, fernson, advertising, branding true full 06c9787c-264e-4431-8e2f-f58232c8183c 041 - What are Modular Identity Systems? Points of discussion:

1. What is a Modular Brand Identity System?

2. The "Facebook Problem" 

3. Primary vs. Secondary vs. Tertiary components 

4. Brand Identity vs. Brand Strategy (upstream vs. surface level)

5. Brand Guidelines 

6. These are great for quickly rolling out merch programs.

7. Modular Identity Systems require a deft hand and hawkish editing to be built correctly.

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 23 May 2023 07:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. What is a Modular Brand Identity System?

2. The "Facebook Problem" 

3. Primary vs. Secondary vs. Tertiary components 

4. Brand Identity vs. Brand Strategy (upstream vs. surface level)

5. Brand Guidelines 

6. These are great for quickly rolling out merch programs.

7. Modular Identity Systems require a deft hand and hawkish editing to be built correctly.

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 041 - What are Modular Identity Systems? Cody Fague, Isaac Arthur 00:27:40 Cody and Isaac sit down to discuss Modular Identity Systems. Cody and Isaac sit down to discuss Modular Identity Systems. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, brand identity, beyond beer, beyond beer book, logo system, beverage alcohol, rtd, logo, beyond beer handbook, design, modular identity systems, advertising, branding true full dbdbce92-fd53-42c7-9246-9963948d6eb6 040 - 2023 Beer Branding Trends Q&A Points of discussion:

Read the 2023 Beer Branding Trends Review

 

Q1: I asked this last year and am curious again, were there any sections / ideas that didn’t make it into the final draft? Thanks again for putting this all together. Love these reports.

- Burt Reynolds and Tom Selleck founded Casamigos Tequila

- Fingers Newsletter

 


Q2: On the idea of releasing a budget beer option… Let’s say that, hypothetically, you could get the COGS to a place where this was actually a feasible option. Would you still advise against this from a branding and reputation standpoint?

I’m picturing a compelling use case for something like this where someone might enjoy 1 or 2 great craft beers and then finish the night with a High Life or Banquet, etc. Could this be an opportunity to still offer a craft beer to those consumers?

- On the perils of releasing budget beer brand

 


Q3: Is hop water design really a blank canvas? Are there cues that consumers are already expecting? What should people be doing to fit it neatly outside of NA / Seltzer / Sparkling Water?

- Is Hop Water the next big Beyond Beer trend?


 

Q4: I looked up hop waters after reading this newsletter last year, and was blown away by how expensive they are. The few brands that I found locally are as expensive if not more so than actual beer. How do you think these brands can justify such a high price point at retail, and do you still think that this category is going to see a lot of growth in the short term given how expensive these products are?

- Doug Veliky’s COGS breakdown on Hop Water vs. Beer

 

Q5: You joked about hand waving and pearl clutching in the podcast about alcohol & minors, but do you really think anything is going to happen legislatively on this front?

I see so many actual problems facing our country (income inequality, gun violence, attacks on women’s rights and on LGBTQ communities) and just can’t see lawmakers doing anything to even attempt to address this issue.

I agree that it’s getting kind of ridiculous—Hard Sunny D, c’mon!— I just don’t think anything will come of this. That’s not to mention how powerful the alcohol lobby is.

- Joe Camel vs. JAMA

 

Q6: I know you explicitly said you’re only focusing on branding and marketing for this piece, but I have to ask about specific beverage trends in your work, COLD IPA is big (maybe?), RTDs are on fire, and Non Alc beer seems to be catching on… Are there any other categories or beer styles that people are sleeping on?


Q7: My partner sent me your paths to market email. It was reassuring to see that we’re doing at least a few things right. I’m curious, out of everything you wrote about there, is there any valuable marketing activity a new brewery should consider as they get closer to opening their doors?

 

RAPID FIRE!!!

 

Q8: What is your boldest prediction for the beer industry by 2030? Spicy takes only?

Q9: You’ve written a lot about Hop Water, but no love for Hard Tea?

Q10: Where do you guys fall on Fat Tire’s latest rebrand? Good idea or complete disaster? I get why they would update the packaging, but to change the liquid itself seems extremely risky. I’ve been expecting a newsletter on this topic for months now!

Q11: What do you make of the super high ABV beer trend we’re seeing right now? I’ve seen a lot of reporting about how this can be explained as a “Bang for your Buck,” in other words, this is driven primarily by the recession. But I’m not sure it’s that simple. Why is this such a big deal right now?

Q12: Given everything you wrote about hard seltzer in this report, would you try to dissuade a small brewery (say, yours truly here in Texas hill country), from releasing one in 2023?

 

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 9 May 2023 08:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

Read the 2023 Beer Branding Trends Review

 

Q1: I asked this last year and am curious again, were there any sections / ideas that didn’t make it into the final draft? Thanks again for putting this all together. Love these reports.

- Burt Reynolds and Tom Selleck founded Casamigos Tequila

- Fingers Newsletter

 


Q2: On the idea of releasing a budget beer option… Let’s say that, hypothetically, you could get the COGS to a place where this was actually a feasible option. Would you still advise against this from a branding and reputation standpoint?

I’m picturing a compelling use case for something like this where someone might enjoy 1 or 2 great craft beers and then finish the night with a High Life or Banquet, etc. Could this be an opportunity to still offer a craft beer to those consumers?

- On the perils of releasing budget beer brand

 


Q3: Is hop water design really a blank canvas? Are there cues that consumers are already expecting? What should people be doing to fit it neatly outside of NA / Seltzer / Sparkling Water?

- Is Hop Water the next big Beyond Beer trend?


 

Q4: I looked up hop waters after reading this newsletter last year, and was blown away by how expensive they are. The few brands that I found locally are as expensive if not more so than actual beer. How do you think these brands can justify such a high price point at retail, and do you still think that this category is going to see a lot of growth in the short term given how expensive these products are?

- Doug Veliky’s COGS breakdown on Hop Water vs. Beer

 

Q5: You joked about hand waving and pearl clutching in the podcast about alcohol & minors, but do you really think anything is going to happen legislatively on this front?

I see so many actual problems facing our country (income inequality, gun violence, attacks on women’s rights and on LGBTQ communities) and just can’t see lawmakers doing anything to even attempt to address this issue.

I agree that it’s getting kind of ridiculous—Hard Sunny D, c’mon!— I just don’t think anything will come of this. That’s not to mention how powerful the alcohol lobby is.

- Joe Camel vs. JAMA

 

Q6: I know you explicitly said you’re only focusing on branding and marketing for this piece, but I have to ask about specific beverage trends in your work, COLD IPA is big (maybe?), RTDs are on fire, and Non Alc beer seems to be catching on… Are there any other categories or beer styles that people are sleeping on?


Q7: My partner sent me your paths to market email. It was reassuring to see that we’re doing at least a few things right. I’m curious, out of everything you wrote about there, is there any valuable marketing activity a new brewery should consider as they get closer to opening their doors?

 

RAPID FIRE!!!

 

Q8: What is your boldest prediction for the beer industry by 2030? Spicy takes only?

Q9: You’ve written a lot about Hop Water, but no love for Hard Tea?

Q10: Where do you guys fall on Fat Tire’s latest rebrand? Good idea or complete disaster? I get why they would update the packaging, but to change the liquid itself seems extremely risky. I’ve been expecting a newsletter on this topic for months now!

Q11: What do you make of the super high ABV beer trend we’re seeing right now? I’ve seen a lot of reporting about how this can be explained as a “Bang for your Buck,” in other words, this is driven primarily by the recession. But I’m not sure it’s that simple. Why is this such a big deal right now?

Q12: Given everything you wrote about hard seltzer in this report, would you try to dissuade a small brewery (say, yours truly here in Texas hill country), from releasing one in 2023?

 

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 040 - 2023 Beer Branding Trends Q&A Cody Fague, Isaac Arthur 01:22:42 Cody and Isaac sit down to field community-submitted questions on CODO's 2023 Beer Branding Trends review. Cody and Isaac sit down to field community-submitted questions on CODO's 2023 Beer Branding Trends review. george clooney, beer, hard seltzer, marketing, food and beverage, craft beer, tequila, cpg, wwf, package design, brewery, rebranding, graphic design, beyond beer, casamigos, beyond beer book, beverage alcohol, steve austin, rtd, beyond beer handbook, texas, design, the rock, question and answer, advertising, q&a, branding, wwe true full 0019def3-915d-47dc-a282-2c98dbac038d 039 - Alcohol & Minors: What is our Responsibility as Designers? Points of discussion:

1. 2023 Beer Branding Trends Review

2. New York Times article

3. Some Brand Architecture solutions: The Beyond Beer Handbook  

4. Check out the Joe Camel JAMA Studies and subsequent lawsuits from the 90s. Wild to think that as many as 90% of 6 year old children could accurately match the Joe Camel campaign with the brand itself.

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 25 Apr 2023 07:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. 2023 Beer Branding Trends Review

2. New York Times article

3. Some Brand Architecture solutions: The Beyond Beer Handbook  

4. Check out the Joe Camel JAMA Studies and subsequent lawsuits from the 90s. Wild to think that as many as 90% of 6 year old children could accurately match the Joe Camel campaign with the brand itself.

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 039 - Alcohol & Minors: What is our Responsibility as Designers? Cody Fague, Isaac Arthur 00:34:38 Cody and Isaac sit down to discuss an important, looming issue in the Bev Alc world. Cody and Isaac sit down to discuss an important, looming issue in the Bev Alc world. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full acabac73-2071-473b-83ca-3a55050f2fff 038 - Paths to Market for Startup Breweries in 2023 Points of discussion:

1. 2023 Beer Branding Trends Review

2. Brewhouse sizing  

3. The evolving role of packaging for the startup brewery 

4. An increase in food and hospitality in craft beer 

5. M&A activity (buying breweries and/or forming joint ventures)

6. Where are people building breweries?

7. Lifestyle Brands

8. Reviving Heritage IP brands

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 18 Apr 2023 07:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. 2023 Beer Branding Trends Review

2. Brewhouse sizing  

3. The evolving role of packaging for the startup brewery 

4. An increase in food and hospitality in craft beer 

5. M&A activity (buying breweries and/or forming joint ventures)

6. Where are people building breweries?

7. Lifestyle Brands

8. Reviving Heritage IP brands

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 038 - Paths to Market for Startup Breweries in 2023 Cody Fague, Isaac Arthur 00:35:49 Cody and Isaac sit down to discuss what we're seeing in our brewery in planning and startup branding work so far this year. Cody and Isaac sit down to discuss what we're seeing in our brewery in planning and startup branding work so far this year. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, startup, rtd, beyond beer handbook, design, advertising, brewery in planning, branding true full 8a43afaa-7a73-40ed-b640-e1845892216a 037 - 2023 Beer Branding Trends Report Overview Points of discussion:

1. Read the 2023 Beer Branding Trends Review here.

2. Good George Brewing's rebrand

3. The Beyond Beer Handbook

4. BBT Issue on Hop Water

5. BBT Issue on breweries building budget brands

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Mon, 3 Apr 2023 06:45:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. Read the 2023 Beer Branding Trends Review here.

2. Good George Brewing's rebrand

3. The Beyond Beer Handbook

4. BBT Issue on Hop Water

5. BBT Issue on breweries building budget brands

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 037 - 2023 Beer Branding Trends Report Overview Cody Fague, Isaac Arthur 01:05:52 Cody and Isaac sit down to discuss CODO's 2023 Beer Branding Trends Review. Cody and Isaac sit down to discuss CODO's 2023 Beer Branding Trends Review. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full b0529899-5eb3-42c3-b2c4-8baba66382fb 036 - How do you differentiate a "boring" brewery? Points of discussion:

1. Branding a startup brewery, feat. Lost Nomad Brewing

2. Name vs. No name

3. Identity vs. Story & Strategy

4. Positioning (What do you do? For whom? How are you different?)

5. Brand strategy drives the design train (always)

6. What is myth making? And why can't Isaac settle on one definition for it?

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 21 Mar 2023 07:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. Branding a startup brewery, feat. Lost Nomad Brewing

2. Name vs. No name

3. Identity vs. Story & Strategy

4. Positioning (What do you do? For whom? How are you different?)

5. Brand strategy drives the design train (always)

6. What is myth making? And why can't Isaac settle on one definition for it?

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 036 - How do you differentiate a "boring" brewery? Cody Fague, Isaac Arthur 00:24:20 Cody and Isaac sit down to discuss how to position and brand a seemingly "unremarkable" brewery. Cody and Isaac sit down to discuss how to position and brand a seemingly "unremarkable" brewery. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, positioning, rtd, beyond beer handbook, design, advertising, branding true full bf5ab6dd-0503-48e9-bf96-ed7e4755474d 035 - What are Brand Guidelines? (And why doesn't anyone read them?) Points of discussion:

1. How many people actually read brand guidelines?

2. Guidelines should be all killer, no filler tools.

3. There are two core components to brand guidelines—visual style guide and brand messaging guide.

4. These are important because you can reference them when working with other partners and onboarding new employees.

5. Are brand guidelines the same thing as an employee handbook?

6. Brand guidelines are a great way to protect your branding investment, provided you read and honor them.

7. Don’t stretch your logo, folks.

8. Bonus Content: Cody & Isaac discuss Pepsi's Brand Guidelines

-

Learn more at www.craftbeerrebranded.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> Tue, 7 Mar 2023 08:00:00 +0000 isaac@cododesign.com (Isaac Arthur, Cody Fague) https://beerbrandingtrends.com Points of discussion:

1. How many people actually read brand guidelines?

2. Guidelines should be all killer, no filler tools.

3. There are two core components to brand guidelines—visual style guide and brand messaging guide.

4. These are important because you can reference them when working with other partners and onboarding new employees.

5. Are brand guidelines the same thing as an employee handbook?

6. Brand guidelines are a great way to protect your branding investment, provided you read and honor them.

7. Don’t stretch your logo, folks.

8. Bonus Content: Cody & Isaac discuss Pepsi's Brand Guidelines

-

Learn more at www.craftbeerrebranded.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> 035 - What are Brand Guidelines? (And why doesn't anyone read them?) Isaac Arthur, Cody Fague 00:19:35 Cody and Isaac sit down to discuss brand guidelines. What are they (and why does no one read them)? Cody and Isaac sit down to discuss brand guidelines. What are they (and why does no one read them)? identity, beer, hard seltzer, marketing, style guide, brand guidelines, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beverage alcohol, rtd, design, creative process, advertising, design process, branding true full 8a8ca3d0-8962-40f8-a0de-02a6e42cd7ff 034 - Q&A: Are Brand Archetypes Complete Bullshit? And How is Craft Beer Adapting to a More Diverse Audience? Points of discussion:

- BBT 016 - Defining Your Brewery's Core Audience 

1. How do you prevent customer personas from becoming overly stereotypical? Seems like this would leave the door open for any number of sweeping generalizations and maybe not be that valuable as you begin to work on brand strategy? And secondly, do you find that most brewery’s customer persona exercises tend to be similar?

2. Do you use Brand Archetypes for your brand strategy or do you think it's total bullshit?

3. I read the Rabobank Report you linked to in the Lost Nomad issue of the Beer Branding Trends Newsletter... The most interesting thing about that report was how much more women are drinking than men. What do you think this means for the future of the craft beer industry? It has traditionally been a male-dominated space (something I’ve been keenly aware of over the last 5 years as I’ve carved out a career in it). Do you think the beer industry, as it is today, can survive as we move into a more diverse, women-led future?

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 21 Feb 2023 09:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

- BBT 016 - Defining Your Brewery's Core Audience 

1. How do you prevent customer personas from becoming overly stereotypical? Seems like this would leave the door open for any number of sweeping generalizations and maybe not be that valuable as you begin to work on brand strategy? And secondly, do you find that most brewery’s customer persona exercises tend to be similar?

2. Do you use Brand Archetypes for your brand strategy or do you think it's total bullshit?

3. I read the Rabobank Report you linked to in the Lost Nomad issue of the Beer Branding Trends Newsletter... The most interesting thing about that report was how much more women are drinking than men. What do you think this means for the future of the craft beer industry? It has traditionally been a male-dominated space (something I’ve been keenly aware of over the last 5 years as I’ve carved out a career in it). Do you think the beer industry, as it is today, can survive as we move into a more diverse, women-led future?

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 034 - Q&A: Are Brand Archetypes Complete Bullshit? And How is Craft Beer Adapting to a More Diverse Audience? Cody Fague, Isaac Arthur 00:36:20 Cody and Isaac sit down for some Q&A on the topic of audience definition within the beer and beverage industry. Cody and Isaac sit down for some Q&A on the topic of audience definition within the beer and beverage industry. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full 2f958467-d658-47a4-9780-0507ab173052 033 - Rebranding one of New Zealand's Largest Breweries (feat. Damon from Good George Brewing) Points of discussion:

1. Good George Brewing's rebrand case study (via Beer Branding Trends Newsletter)

2. Brand Architecture as a deliverable (and to guide new product development)

3. What does the New Zealand craft beer scene look like?

4. How do Kiwi breweries trend forecast? 

5. What did the Good George team want to achieve through this rebrand?

6. On Good George's diverse portfolio.

7. On the 'F*ck Off' 2020 Gin and finding a new brand voice.

8. On non-alcoholic beers and NA products in general.

9. On cider. 

10. Advice for any brewery considering a rebrand.

 

 

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 7 Feb 2023 08:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur, Damon Youdale) https://beerbrandingtrends.com Points of discussion:

1. Good George Brewing's rebrand case study (via Beer Branding Trends Newsletter)

2. Brand Architecture as a deliverable (and to guide new product development)

3. What does the New Zealand craft beer scene look like?

4. How do Kiwi breweries trend forecast? 

5. What did the Good George team want to achieve through this rebrand?

6. On Good George's diverse portfolio.

7. On the 'F*ck Off' 2020 Gin and finding a new brand voice.

8. On non-alcoholic beers and NA products in general.

9. On cider. 

10. Advice for any brewery considering a rebrand.

 

 

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 033 - Rebranding one of New Zealand's Largest Breweries (feat. Damon from Good George Brewing) Cody Fague, Isaac Arthur, Damon Youdale 00:42:39 Cody sits down to discuss the CODO's recent rebrand for Good George Brewing out of New Zealand. Cody sits down to discuss the CODO's recent rebrand for Good George Brewing out of New Zealand. beer, new zealand, non-alc, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, na, beverage alcohol, kiwi, rtd, beyond beer handbook, design, advertising, branding true full 5a08d74d-dbff-4136-ae62-fc9163442044 032 - Let’s Talk About Project Timelines Points of discussion:

1. What leads to unrealistic timelines?

2. What, if anything, is driving this deadline?

3. Common deadlines we see

4. “Delays are temporary. Mediocrity is forever.” - Cody Fague?

5. Why sticking to a schedule is important

6. What are some realistic project timelines?

7. Can we rush a project? “What if we pay you more?”

8. Can you, dear client, hold up your end of the bargain?

9. Big takeaway: proper creative work takes time.

-

Learn more at www.craftbeerrebranded.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> Tue, 24 Jan 2023 09:00:00 +0000 isaac@cododesign.com (Isaac Arthur, Cody Fague) https://beerbrandingtrends.com Points of discussion:

1. What leads to unrealistic timelines?

2. What, if anything, is driving this deadline?

3. Common deadlines we see

4. “Delays are temporary. Mediocrity is forever.” - Cody Fague?

5. Why sticking to a schedule is important

6. What are some realistic project timelines?

7. Can we rush a project? “What if we pay you more?”

8. Can you, dear client, hold up your end of the bargain?

9. Big takeaway: proper creative work takes time.

-

Learn more at www.craftbeerrebranded.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> 032 - Let’s Talk About Project Timelines Isaac Arthur, Cody Fague 00:22:55 Cody and Isaac sit down for a frank, somewhat productive(?) conversation on project timelines. Cody and Isaac sit down for a frank, somewhat productive(?) conversation on project timelines. sprints, beer, hard seltzer, marketing, craft beer, cpg, package design, brewery, timelines, project management, rebranding, graphic design, rtd, onboarding, design, process, branding true full e50e709f-2ad9-4fba-87ab-de19386f98b1 031 - Naming & Branding a Startup Brewery (Feat. Andy & Rocco from Birdsmouth Beer) Points of discussion:

1. Read the Birdsmouth Beer branding case study here.

2. What is Birdsmouth Beer Co.?

3. Why craft lagers and why New Jersey?  

4. What was it like building a brewery during the pandemic? 

5. What was it like developing a name for a brewery?

6. What was the brand identity and package design process like?

7. One beer for the rest of your life: Pils or Dunkel???

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 10 Jan 2023 09:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur, Andy Gioia, Rocco Laginestra) https://beerbrandingtrends.com Points of discussion:

1. Read the Birdsmouth Beer branding case study here.

2. What is Birdsmouth Beer Co.?

3. Why craft lagers and why New Jersey?  

4. What was it like building a brewery during the pandemic? 

5. What was it like developing a name for a brewery?

6. What was the brand identity and package design process like?

7. One beer for the rest of your life: Pils or Dunkel???

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 031 - Naming & Branding a Startup Brewery (Feat. Andy & Rocco from Birdsmouth Beer) Cody Fague, Isaac Arthur, Andy Gioia, Rocco Laginestra 00:52:15 Cody sits down with the team at Birdsmouth Beer Co. to discuss what went into naming and branding their craft lager brewery in New Jersey. Cody sits down with the team at Birdsmouth Beer Co. to discuss what went into naming and branding their craft lager brewery in New Jersey. new jersey, beer, hard seltzer, marketing, food and beverage, new jersey beer, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, birdsmouth, pilsner, lager, dunkel, rtd, pils, beyond beer handbook, design, advertising, branding, birdsmouth beer true full dec0c65e-9acc-4a26-975c-ebaff59e560c 030 - Hop Water: The Next Big Beyond Beer Trend? Points of discussion:

1. Beer Branding Trends Newsletter Issue on Hop Water

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 13 Dec 2022 08:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. Beer Branding Trends Newsletter Issue on Hop Water

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 030 - Hop Water: The Next Big Beyond Beer Trend? Cody Fague, Isaac Arthur 00:29:57 Cody and Isaac sit down to discuss the Hop Water category, and why they believe it could be a big trend in 2023. Cody and Isaac sit down to discuss the Hop Water category, and why they believe it could be a big trend in 2023. sober curious, beer, hard seltzer, marketing, food and beverage, craft beer, cpg, sober, package design, brewery, hop water, rebranding, graphic design, beyond beer, beyond beer book, na, beverage alcohol, non alc, non alcoholic beer, athletic brewing, rtd, beyond beer handbook, sobriety, design, non alcoholic, advertising, branding true full 12be01bb-5a2f-4fbb-8ea4-15cefcb96289 029 - Ontario Craft Brewers Conference AAR Points of discussion:

1. Ontario brewers are cautiously optimistic, despite being a bit beat down.

2. Adam Brož's Keynote + "Craft" vs. "Industrial" lagers.  

3. Discussing the LCBO (Liquor Control Board of Ontario)

4. Professional selling within the craft beer industry (KPIs, salary vs. commission, etc.)

5. Website tactics and breweries moving their main sites over to eCommerce platforms (e.g. Shopify)

6. Poll 1: Has your brewery produced (or thought about producing) a non-beer product? (40 yes / 31 no)

7. Poll 2: If you were to launch a beyond beer product in 2023, what category would you get into? (NA everything, Hop Water, RTDs, Kombucha, Cider, Cannabis & Canned Air?)

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> Tue, 15 Nov 2022 09:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. Ontario brewers are cautiously optimistic, despite being a bit beat down.

2. Adam Brož's Keynote + "Craft" vs. "Industrial" lagers.  

3. Discussing the LCBO (Liquor Control Board of Ontario)

4. Professional selling within the craft beer industry (KPIs, salary vs. commission, etc.)

5. Website tactics and breweries moving their main sites over to eCommerce platforms (e.g. Shopify)

6. Poll 1: Has your brewery produced (or thought about producing) a non-beer product? (40 yes / 31 no)

7. Poll 2: If you were to launch a beyond beer product in 2023, what category would you get into? (NA everything, Hop Water, RTDs, Kombucha, Cider, Cannabis & Canned Air?)

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> 029 - Ontario Craft Brewers Conference AAR Cody Fague, Isaac Arthur 00:34:15 Cody and Isaac sit down to discuss their recent trip to speak at the Ontario Craft Brewers Conference. Cody and Isaac sit down to discuss their recent trip to speak at the Ontario Craft Brewers Conference. conference, beer, hard seltzer, ontario craft brewers, marketing, ontario, food and beverage, toronto, craft beer, cpg, lcbo, package design, brewery, rebranding, graphic design, beyond beer, cbc, beyond beer book, beverage alcohol, rtd, ocbc, beyond beer handbook, design, advertising, branding true full 97665d0f-9095-485f-a9d3-7a7f74cd7ec4 028 - Were We Wrong About Brand Launches? Points of discussion:

1. The original question: "You guys have been a thought leader in craft beer branding and package design for a while now. What have you either gotten wrong or changed your opinion about over the years?"

2. On rebrand rollouts (why they're important)

3. Why full rollouts are so complicated, if not impossible, in 2022 (and likely beyond)

4. Supply chain woes 

5. Drip campaigns are still a great idea

6. Staggered launches are the new normal 

7. F*ck it, we'll do it live.

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 1 Nov 2022 07:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. The original question: "You guys have been a thought leader in craft beer branding and package design for a while now. What have you either gotten wrong or changed your opinion about over the years?"

2. On rebrand rollouts (why they're important)

3. Why full rollouts are so complicated, if not impossible, in 2022 (and likely beyond)

4. Supply chain woes 

5. Drip campaigns are still a great idea

6. Staggered launches are the new normal 

7. F*ck it, we'll do it live.

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 028 - Were We Wrong About Brand Launches? Cody Fague, Isaac Arthur 00:20:55 Cody and Isaac sit down to discuss the importance of a perfect (re)brand rollout in a post-pandemic landscape. Cody and Isaac sit down to discuss the importance of a perfect (re)brand rollout in a post-pandemic landscape. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full 9fd4fb23-c7b0-4278-b46c-a366f2342471 027 - Q&A: Branding a Boot Strapped Brewery, Book Recommendations & How to Tell a Client Their Idea is Bad Points of discussion:

1. What are some common problems you see with the executive team during a rebrand? Our brewery is planning to undergo a brand refresh, and we’re planning to try it internally, at least at first. I want to make sure we go into this with eyes wide open so we don’t sabotage ourselves.

2. We’re a brewery in planning and we don’t have much money budgeted for branding. Maybe 5–10k at most. Is this enough to actually get anything good done, and if not, what should we do?

3. You write about signaling a lot. What’s your favorite book on this subject?

4. Does CODO ever work under noncompetes? I’m a creative director at a larger agency that works primarily in CPG / FMCG and that’s the norm in our industry? I’ve seen your work with several breweries in specific markets, like Georgia, for example. Curious how those individual clients feel about this?

5. How do you guys handle client requests, revisions, etc. that you know won’t be good?

6. We’re almost 90% certain going to be switching our annual barrel aged release from bombers to 16oz cans. Do you have any thoughts on whether or not this is a good idea?

7. What do you think about putting IBU / SRM on a can label? As a brewer, I want to include as much info on the beer itself as possible, but the rest of my team disagrees and only thinks it will clutter things up.

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 18 Oct 2022 08:00:00 +0000 isaac@cododesign.com (Isaac Arthur, Cody Fague) https://beerbrandingtrends.com Points of discussion:

1. What are some common problems you see with the executive team during a rebrand? Our brewery is planning to undergo a brand refresh, and we’re planning to try it internally, at least at first. I want to make sure we go into this with eyes wide open so we don’t sabotage ourselves.

2. We’re a brewery in planning and we don’t have much money budgeted for branding. Maybe 5–10k at most. Is this enough to actually get anything good done, and if not, what should we do?

3. You write about signaling a lot. What’s your favorite book on this subject?

4. Does CODO ever work under noncompetes? I’m a creative director at a larger agency that works primarily in CPG / FMCG and that’s the norm in our industry? I’ve seen your work with several breweries in specific markets, like Georgia, for example. Curious how those individual clients feel about this?

5. How do you guys handle client requests, revisions, etc. that you know won’t be good?

6. We’re almost 90% certain going to be switching our annual barrel aged release from bombers to 16oz cans. Do you have any thoughts on whether or not this is a good idea?

7. What do you think about putting IBU / SRM on a can label? As a brewer, I want to include as much info on the beer itself as possible, but the rest of my team disagrees and only thinks it will clutter things up.

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 027 - Q&A: Branding a Boot Strapped Brewery, Book Recommendations & How to Tell a Client Their Idea is Bad Isaac Arthur, Cody Fague 00:35:19 Cody and Isaac sit down to field Beer Branding Trends Newsletter subscriber-submitted questions. Cody and Isaac sit down to field Beer Branding Trends Newsletter subscriber-submitted questions. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, q&a, branding true full addef760-a45a-454f-aad9-cc7f35930b87 026 - So You Bought a Brewery. To Rebrand or Not To Rebrand? Points of discussion:

1. When (& When Not) to Rebrand Your Brewery [Podcast]

2. Brewery Rebrands vs. Brand Refreshes [Podcast]

3. Rebranding Mission Brewing [Newsletter]

4. Rebranding an Iconic San Diego Brewery (feat. Dan from Mission Brewing) [Podcast]

5. Three Questions to ask ahead of a brewery purchase

6. What are you actually buying?

7. Is there any visual and/or brand equity to maintain? 

8. What is your vision for this brewery?

9. Email Isaac to discuss your brewery's rebrand.

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> Tue, 4 Oct 2022 08:00:00 +0000 isaac@cododesign.com (Isaac Arthur, Cody Fague) https://beerbrandingtrends.com Points of discussion:

1. When (& When Not) to Rebrand Your Brewery [Podcast]

2. Brewery Rebrands vs. Brand Refreshes [Podcast]

3. Rebranding Mission Brewing [Newsletter]

4. Rebranding an Iconic San Diego Brewery (feat. Dan from Mission Brewing) [Podcast]

5. Three Questions to ask ahead of a brewery purchase

6. What are you actually buying?

7. Is there any visual and/or brand equity to maintain? 

8. What is your vision for this brewery?

9. Email Isaac to discuss your brewery's rebrand.

-

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> 026 - So You Bought a Brewery. To Rebrand or Not To Rebrand? Isaac Arthur, Cody Fague 00:34:25 Cody and Isaac sit down to discuss some options for how to handle a brewery's brand post acquisition. Cody and Isaac sit down to discuss some options for how to handle a brewery's brand post acquisition. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, merger, rebranding, graphic design, beyond beer, beyond beer book, mna, beverage alcohol, mergers and acquisitions, rtd, beyond beer handbook, design, m&a, advertising, branding true full ce9adeb6-17fa-4bd6-9644-f1e404a917f9 025 - Q&A: Beyond Beer Handbook Edition Points of discussion:

1. What are the differences between Brand Architecture for a new brewery vs. during a brewery rebrand?

2. When can you spin out a Sub Brand into its own family?

3. In making this, did you consider distributor interaction as part of the rubric? 

4. Does the B.E.A.T. apply to beer and breweries specifically or can I use it to figure out how my distillery can release a line of RTDs?

5. What is the utility in keeping the parent brand on a wildly successful Endorsed Brand (like New Belgium's Voodoo Ranger) long term?

6. What are the downsides to releasing a budget offering under my parent brand (cheap domestic lager, etc.)?

7. What will your next book be about?

—

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> Tue, 20 Sep 2022 07:00:00 +0000 isaac@cododesign.com (cody fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. What are the differences between Brand Architecture for a new brewery vs. during a brewery rebrand?

2. When can you spin out a Sub Brand into its own family?

3. In making this, did you consider distributor interaction as part of the rubric? 

4. Does the B.E.A.T. apply to beer and breweries specifically or can I use it to figure out how my distillery can release a line of RTDs?

5. What is the utility in keeping the parent brand on a wildly successful Endorsed Brand (like New Belgium's Voodoo Ranger) long term?

6. What are the downsides to releasing a budget offering under my parent brand (cheap domestic lager, etc.)?

7. What will your next book be about?

—

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> 025 - Q&A: Beyond Beer Handbook Edition cody fague, Isaac Arthur 01:01:50 Cody and Isaac sit down for some Q&A on Brand Architecture and The Beyond Beer Handbook. Cody and Isaac sit down for some Q&A on Brand Architecture and The Beyond Beer Handbook. beer, hard seltzer, g shocks, voodoo ranger, marketing, new belgium, food and beverage, craft beer, cpg, watches, package design, brewery, rebranding, graphic design, rolex, beyond beer, codo design, beyond beer book, codo, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full 0bc42bb6-a14c-4281-aa39-f9e9c7a4bc74 024 - 14 Questions to Ask As You Launch A New Beyond Beer Brand (the B.E.A.T.) Points of discussion:

1. Beverage Extension Assessment Tool (B.E.A.T.)

2. Why 14 questions?

3. How does the scoring work?

4. Why was this so challenging to build?

5. Results = Choose Your Own Adventure Novel

—

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> Tue, 6 Sep 2022 07:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. Beverage Extension Assessment Tool (B.E.A.T.)

2. Why 14 questions?

3. How does the scoring work?

4. Why was this so challenging to build?

5. Results = Choose Your Own Adventure Novel

—

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> 024 - 14 Questions to Ask As You Launch A New Beyond Beer Brand (the B.E.A.T.) Cody Fague, Isaac Arthur 00:25:42 Cody and Isaac sit down to discuss the Beverage Extension Assessment Tool (B.E.A.T.). Cody and Isaac sit down to discuss the Beverage Extension Assessment Tool (B.E.A.T.). beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full 5be536de-2d33-48b1-b7da-b2a1639879a5 023 - 4 Essential Strategies for Branding Your Next Beyond Beer Beverage Points of discussion:

1. Beverage Brand Architecture Continuum

2. Branded House / Brand Extensions (pros & cons)

3. Sub / Endorsed Brands (overview)

4. I'm just new boot goofin'

5. Sub Brands (pros & cons)

6. Endorsed Brands (pros & cons)

7. House of Brands (pros & cons)

8. Which CODO employee housed a box of Hard Mountain Dew?

9. Hybrid Brands?

—

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> Tue, 30 Aug 2022 07:00:00 +0000 isaac@cododesign.com (Isaac Arthur, Cody Fague) https://beerbrandingtrends.com Points of discussion:

1. Beverage Brand Architecture Continuum

2. Branded House / Brand Extensions (pros & cons)

3. Sub / Endorsed Brands (overview)

4. I'm just new boot goofin'

5. Sub Brands (pros & cons)

6. Endorsed Brands (pros & cons)

7. House of Brands (pros & cons)

8. Which CODO employee housed a box of Hard Mountain Dew?

9. Hybrid Brands?

—

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> 023 - 4 Essential Strategies for Branding Your Next Beyond Beer Beverage Isaac Arthur, Cody Fague 00:36:21 Cody and Isaac sit down to discuss the Beverage Brand Architecture Continuum. Cody and Isaac sit down to discuss the Beverage Brand Architecture Continuum. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full 9b0a6d5d-dc47-4539-a161-226df95c98b4 022 - The Role of the Parent Brand in Brand Architecture Points of discussion:

1. The Beyond Beer Handbook

2. What is your parent brand?

3. Why is your parent brand so important?

4. Does this new extension carry the same values and promises as your brewery’s parent brand?

5. Does it mesh comfortably with the same activity or occasion as your parent brand?

6. Does it speak to the same people as your parent brand?

7. Does it make sense for your brewery to be releasing, or to be associated with, this product?

8. How will this extension add value to, or detract from, the parent?

9. How can you protect your reputation and positioning?

10. To what degree should the parent brand be present on this new beverage?

11. How can your parent brand give credibility to the extension?

12. How many categories can you credibly expand into? 

13. What is a “Main Purchasing Driver?”

14. The Beverage Brand Architecture Continuum

—

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> Tue, 23 Aug 2022 07:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. The Beyond Beer Handbook

2. What is your parent brand?

3. Why is your parent brand so important?

4. Does this new extension carry the same values and promises as your brewery’s parent brand?

5. Does it mesh comfortably with the same activity or occasion as your parent brand?

6. Does it speak to the same people as your parent brand?

7. Does it make sense for your brewery to be releasing, or to be associated with, this product?

8. How will this extension add value to, or detract from, the parent?

9. How can you protect your reputation and positioning?

10. To what degree should the parent brand be present on this new beverage?

11. How can your parent brand give credibility to the extension?

12. How many categories can you credibly expand into? 

13. What is a “Main Purchasing Driver?”

14. The Beverage Brand Architecture Continuum

—

Learn more at: www.craftbeerrebranded.com / http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> 022 - The Role of the Parent Brand in Brand Architecture Cody Fague, Isaac Arthur 00:12:43 Cody and Isaac sit down to discuss the role of the parent brand in Brand Architecture Cody and Isaac sit down to discuss the role of the parent brand in Brand Architecture beer, brand architecture, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full 26235168-6146-47a9-b611-a53df72d773a 021 - Introducing The Beyond Beer Handbook! Points of discussion:

1. http://www.beyondbeerbook.com

2. http://www.beyondbeerbook.com

3. http://www.beyondbeerbook.com

4. http://www.beyondbeerbook.com

5. http://www.beyondbeerbook.com

6. http://www.beyondbeerbook.com

7. http://www.beyondbeerbook.com

-

Learn more at: http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> Mon, 15 Aug 2022 07:00:00 +0000 isaac@cododesign.com (Isaac Arthur, Cody Fague) https://beerbrandingtrends.com Points of discussion:

1. http://www.beyondbeerbook.com

2. http://www.beyondbeerbook.com

3. http://www.beyondbeerbook.com

4. http://www.beyondbeerbook.com

5. http://www.beyondbeerbook.com

6. http://www.beyondbeerbook.com

7. http://www.beyondbeerbook.com

-

Learn more at: http://www.beyondbeerbook.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> 021 - Introducing The Beyond Beer Handbook! Isaac Arthur, Cody Fague 00:31:02 Cody and Isaac sit down to discuss CODO’s new book, 'The Beyond Beer Handbook.' Cody and Isaac sit down to discuss CODO’s new book, 'The Beyond Beer Handbook.' beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, rtd, beyond beer handbook, design, advertising, branding true full 3d024a32-4cf6-4906-866a-b6ef53edfe0a 020 - Rebranding an Iconic San Diego Brewery (feat. Dan from Mission Brewing) Points of discussion:


1. Rebranding Mission Brewing [BBT Newsletter]

2. Cody steps out on Isaac. Breaks his heart.

3. Cody and Dan discuss Mission’s rebrand, including: Dan’s background + Mission’s history and project context

4. Weighing different types of brand equity

5. Evolution vs Revolution [Podcast]

6. Defining Mission’s audience [Podcast]

7. Important format changes, SKU rationalization and distribution shifts Mission is making

8. The design process is iterative.

9. Process management is just as important as great work for complex projects to be successful.

10. How to organize your internal team ahead of a rebrand [Podcast]

11. Dan’s point about not being too precious

12. How to be a great client [Podcast]

13. How do you handle history and provenance in blurry situations like this?

14. Put (two red) birds on it.

15. Email Isaac to discuss your brewery's rebrand.


-

Learn more about how to rebrand your brewery at: www.craftbeerrebranded.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> Tue, 9 Aug 2022 07:30:00 +0000 isaac@cododesign.com (Cody Fague, Dan Partelow, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:


1. Rebranding Mission Brewing [BBT Newsletter]

2. Cody steps out on Isaac. Breaks his heart.

3. Cody and Dan discuss Mission’s rebrand, including: Dan’s background + Mission’s history and project context

4. Weighing different types of brand equity

5. Evolution vs Revolution [Podcast]

6. Defining Mission’s audience [Podcast]

7. Important format changes, SKU rationalization and distribution shifts Mission is making

8. The design process is iterative.

9. Process management is just as important as great work for complex projects to be successful.

10. How to organize your internal team ahead of a rebrand [Podcast]

11. Dan’s point about not being too precious

12. How to be a great client [Podcast]

13. How do you handle history and provenance in blurry situations like this?

14. Put (two red) birds on it.

15. Email Isaac to discuss your brewery's rebrand.


-

Learn more about how to rebrand your brewery at: www.craftbeerrebranded.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> 020 - Rebranding an Iconic San Diego Brewery (feat. Dan from Mission Brewing) Cody Fague, Dan Partelow, Isaac Arthur 00:53:19 Cody and Isaac sit down to discuss CODO’s recent rebranding project with Mission Brewing + a conversation with our FIRST EVER guest, Mission’s CEO, Dan Partelow. Cody and Isaac sit down to discuss CODO’s recent rebranding project with Mission Brewing + a conversation with our FIRST EVER guest, Mission’s CEO, Dan Partelow. beer, hard seltzer, san diego, marketing, food and beverage, craft beer, california, cpg, package design, brewery, rebranding, graphic design, beyond beer, beyond beer book, beverage alcohol, lager, mission brewing, rtd, beyond beer handbook, design, mission, advertising, branding true full e049f571-ff19-4daa-b794-ca306f51f110 019 - Reflecting on 13 Years of Craft Beer Branding Points of discussion:

1. The Gold Rush years (2010–2016)

2. On dealing with bullshit artists and degenerates (mostly in cannabis) 

3. Craft Beer Branding Guide

4. Rebrands!

5. Craft Beer, Rebranded

6. Beyond Beer

7. Where does the industry go from here?

8. What does Craft Beer mean to you?

9. Is the craft beer industry, in fact, 99% asshole free?

-

Learn more at www.craftbeerrebranded.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Mon, 25 Jul 2022 07:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. The Gold Rush years (2010–2016)

2. On dealing with bullshit artists and degenerates (mostly in cannabis) 

3. Craft Beer Branding Guide

4. Rebrands!

5. Craft Beer, Rebranded

6. Beyond Beer

7. Where does the industry go from here?

8. What does Craft Beer mean to you?

9. Is the craft beer industry, in fact, 99% asshole free?

-

Learn more at www.craftbeerrebranded.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 019 - Reflecting on 13 Years of Craft Beer Branding Cody Fague, Isaac Arthur 00:44:02 Cody and Isaac sit down to discuss CODO's 13th anniversary, and how the beer industry has evolved along the way. Cody and Isaac sit down to discuss CODO's 13th anniversary, and how the beer industry has evolved along the way. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, brewery, rebranding, graphic design, beverage alcohol, entrepreneurship, rtd, design, advertising, package design entrepreneur, branding true full a37de9de-6c74-4cbd-b976-211822985974 018 - How to Name a Craft Brewery Points of discussion:


1. Criteria for a great brewery name: able to be trademarked, tells a story, fun to say, flexible and portable.

2. Shoutout to Roachdale, Indiana?

3. Can you just make up a word?

4. Make sure you’re not using some horrible slang term.

5. How to include your clients in the process.

6. Different idea buckets to get you started—your town’s history, landmarks, anything that speaks to your differentiator.

7. How to narrow your list from hundreds of ideas to 20 or so.

8. How to save money by pre-vetting names before sharing with your IP attorney.

9. A super suspect explanation of the trademarking process from Cody Fague, Attorney at Law.

10. Do yourself a favor and hire a lawyer for this.

-

A Designer and a Lawyer Walk into a Brewery

Intellectual Property Advice for Breweries

-

Learn more at www.craftbeerrebranded.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> Tue, 5 Jul 2022 07:00:00 +0000 isaac@cododesign.com (Isaac Arthur, Cody Fague) https://beerbrandingtrends.com Points of discussion:


1. Criteria for a great brewery name: able to be trademarked, tells a story, fun to say, flexible and portable.

2. Shoutout to Roachdale, Indiana?

3. Can you just make up a word?

4. Make sure you’re not using some horrible slang term.

5. How to include your clients in the process.

6. Different idea buckets to get you started—your town’s history, landmarks, anything that speaks to your differentiator.

7. How to narrow your list from hundreds of ideas to 20 or so.

8. How to save money by pre-vetting names before sharing with your IP attorney.

9. A super suspect explanation of the trademarking process from Cody Fague, Attorney at Law.

10. Do yourself a favor and hire a lawyer for this.

-

A Designer and a Lawyer Walk into a Brewery

Intellectual Property Advice for Breweries

-

Learn more at www.craftbeerrebranded.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> 018 - How to Name a Craft Brewery Isaac Arthur, Cody Fague 00:37:45 Cody and Isaac sit down to discuss what makes for a great brewery name and how to actually find one. Cody and Isaac sit down to discuss what makes for a great brewery name and how to actually find one. beer, hard seltzer, marketing, lawyer, craft beer, cpg, package design, brewery, rebranding, naming, rtd, name development, intellectual property, ip, attorney, trademarking, branding true full 7c4a0c23-1dcf-4e56-81df-3b7021bd86a9 017 - Defining your Brewery’s Mission & Vision Points of discussion:

1. Your Mission is your brewery’s immediate, day-to-day marching orders.

2. Your vision is future-facing and tells the world where you’re going.

3. Simon Sinek’s Golden Circle (Start with Why).

4. Who would win in a no holds barred fight between Simon Sinek or Cody Fague. Simon is in better shape, but Cody has nothing to live for.

5. Intrinsic reasons that drive entrepreneurs vs. public-facing stories.

6. How do we frame your vision?

7. Examples of a Mission and Vision statement from your friends at CODO Design.

8. The best scene from the Sopranos? “Is this about the Easter baskets?”
 

-

Learn more at www.craftbeerrebranded.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> Tue, 21 Jun 2022 07:00:00 +0000 isaac@cododesign.com (Isaac Arthur, Cody Fague) https://beerbrandingtrends.com Points of discussion:

1. Your Mission is your brewery’s immediate, day-to-day marching orders.

2. Your vision is future-facing and tells the world where you’re going.

3. Simon Sinek’s Golden Circle (Start with Why).

4. Who would win in a no holds barred fight between Simon Sinek or Cody Fague. Simon is in better shape, but Cody has nothing to live for.

5. Intrinsic reasons that drive entrepreneurs vs. public-facing stories.

6. How do we frame your vision?

7. Examples of a Mission and Vision statement from your friends at CODO Design.

8. The best scene from the Sopranos? “Is this about the Easter baskets?”
 

-

Learn more at www.craftbeerrebranded.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> 017 - Defining your Brewery’s Mission & Vision Isaac Arthur, Cody Fague 00:23:15 Cody and Isaac sit down to discuss the differences between a brewery’s Mission and Vision, why this matters, and how it can help you build a more purposeful business. Cody and Isaac sit down to discuss the differences between a brewery’s Mission and Vision, why this matters, and how it can help you build a more purposeful business. brand strategy, vision, beer, hard seltzer, marketing, craft beer, cpg, package design, brewery, rebranding, cocktail, rtd, design, mission, branding false full 9d9a000c-d5d9-4023-b5e3-03d18c1a1f92 016 - Defining Your Brewery’s Audience Points of discussion:

1. The "traditional" craft beer audience

2. Why craft breweries haven’t had to focus on defining their audience

3. Shifting demographics (and industry trends) that will lead to this becoming more important

4. A primer on audience segmentation

5. How to define your audience (with internal research)

6. How to gather external context to define your brewery's audience

7. Customer personas: cheesy, but effective process tools

8. An ongoing (unnecessary?) tirade against ESB beers

-

Learn more at www.craftbeerrebranded.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> Tue, 7 Jun 2022 07:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. The "traditional" craft beer audience

2. Why craft breweries haven’t had to focus on defining their audience

3. Shifting demographics (and industry trends) that will lead to this becoming more important

4. A primer on audience segmentation

5. How to define your audience (with internal research)

6. How to gather external context to define your brewery's audience

7. Customer personas: cheesy, but effective process tools

8. An ongoing (unnecessary?) tirade against ESB beers

-

Learn more at www.craftbeerrebranded.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> 016 - Defining Your Brewery’s Audience Cody Fague, Isaac Arthur 00:29:42 Cody and Isaac sit down to discuss audience segmentation, customer personas, and why you don’t see more fistfights in craft breweries. Cody and Isaac sit down to discuss audience segmentation, customer personas, and why you don’t see more fistfights in craft breweries. beer, hard seltzer, marketing, craft beer, cpg, customer, package design, brewery, sales, rebranding, audience, segmentation, rtd, design, bev alc, personas, branding false full a22e93e7-94ed-4d98-9c50-5c6ca57ba865 015 - 2022 Beer Branding Trends AMA Points of discussion:

1. We’ll be releasing a hard seltzer later this summer as a brand extension under our brewery’s name. Is there any downside to branding it under our brewery’s brand and not as its own thing? We already have plans for future flavors, if that’s relevant.

2. I’m a long time newsletter subscriber and was surprised you didn’t include the hard seltzer shakeout idea in the annual review. Did something change between the time you wrote that email and the publishing of this article that makes you think that was an incorrect prediction? 

3. What was your favorite [visual] trend this year? 

4. We’re a small brewery in planning near Cleveland. We're wondering if we should think about our brand architecture as part of this [foundational branding] process? We plan to eventually move into other categories (specifically a distillery), and weren’t sure if we needed to sort that out at this early stage? 

5. Do you think non alcoholic beer is going to be a major category, something along the lines of 5% share at some point, or is this kind of new and shiny, along the lines of hard seltzer three years ago?

6. Do you have any thoughts on putting cans on the front of variety packs? (Here's the Surly Brewing guest blog we referenced.)

7. What do you think about Voodoo Ranger's new light lager? Do you think that will actually work? Voodoo Ranger is a dominant IPA brand and I wonder if this release could hurt New Belgium’s Voodoo Ranger strategy? 

8. The “Dayparting” trend is interesting. Do you think there would be any issue with a brewery releasing a coffee brand or some sort of energy brand targeted for mornings? 

9. Are there any trends that didn’t make the cut for this year's review?

10. How do you feel about the craft beer industry as a whole? The last few years have been marked by several major reckonings on race and gender (specifically sexual harassment and assault), and of course Covid. Are you optimistic or worried as we move forward? (Here's the Rabobank report we referenced on changing demographics.)

-

Learn more at www.craftbeerrebranded.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> Tue, 24 May 2022 07:00:00 +0000 isaac@cododesign.com (Isaac Arthur, Cody Fague) https://beerbrandingtrends.com Points of discussion:

1. We’ll be releasing a hard seltzer later this summer as a brand extension under our brewery’s name. Is there any downside to branding it under our brewery’s brand and not as its own thing? We already have plans for future flavors, if that’s relevant.

2. I’m a long time newsletter subscriber and was surprised you didn’t include the hard seltzer shakeout idea in the annual review. Did something change between the time you wrote that email and the publishing of this article that makes you think that was an incorrect prediction? 

3. What was your favorite [visual] trend this year? 

4. We’re a small brewery in planning near Cleveland. We're wondering if we should think about our brand architecture as part of this [foundational branding] process? We plan to eventually move into other categories (specifically a distillery), and weren’t sure if we needed to sort that out at this early stage? 

5. Do you think non alcoholic beer is going to be a major category, something along the lines of 5% share at some point, or is this kind of new and shiny, along the lines of hard seltzer three years ago?

6. Do you have any thoughts on putting cans on the front of variety packs? (Here's the Surly Brewing guest blog we referenced.)

7. What do you think about Voodoo Ranger's new light lager? Do you think that will actually work? Voodoo Ranger is a dominant IPA brand and I wonder if this release could hurt New Belgium’s Voodoo Ranger strategy? 

8. The “Dayparting” trend is interesting. Do you think there would be any issue with a brewery releasing a coffee brand or some sort of energy brand targeted for mornings? 

9. Are there any trends that didn’t make the cut for this year's review?

10. How do you feel about the craft beer industry as a whole? The last few years have been marked by several major reckonings on race and gender (specifically sexual harassment and assault), and of course Covid. Are you optimistic or worried as we move forward? (Here's the Rabobank report we referenced on changing demographics.)

-

Learn more at www.craftbeerrebranded.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> 015 - 2022 Beer Branding Trends AMA Isaac Arthur, Cody Fague 01:11:03 Cody and Isaac sit down to answer ten hard hitting questions from subscribers on this year's Beer Branding Trends review. Cody and Isaac sit down to answer ten hard hitting questions from subscribers on this year's Beer Branding Trends review. beer, hard seltzer, marketing, food and beverage, craft beer, cpg, package design, brewery, rebranding, graphic design, beverage alcohol, rtd, design, advertising, branding true full fbc90b0a-1388-4efd-9a3c-25616f183559 014 - 2022 Beer Branding Trends Overview Points of discussion:


1. Read the piece at: https://cododesign.com/2022-beer-branding-trends/

2. Join Beer Branding Trends Newsletter to ask questions for our next podcast: www.beerbrandingtrends.com

3. Reinvention (rebrands, refreshes, packaging formats in flux, SKU rationalization, a shift back to bottles?)

4. Why are lifestyle brands s smart play right now? (Also, what is a lifestyle brand?)

5. eCommerce (the real adventure was in the consumer data we gathered along the way)

6. Beyond Beer (yet another plug for our book that we’ve been talking about for two years. is it even real?)

7. CODO with the hot takes!

8. Day parting (how can breweries open up new morning, afternoon and evening occasions?)

9. Cody is all in on nootropics, mushroom coffee and cocaine. (is there anything more functional than cocaine?)

10. Revisiting the Law of Category

11. Some thoughts on seltzer (going premium, categorical differentiation, seltzer-izing other categories)

12. Brand Architecture

13. The accidental hospitality group

14. Fanciful names vs. monolithic brand-forward names

15. Package design trends + expert opinions

-

Learn more at www.craftbeerrebranded.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> Mon, 9 May 2022 07:00:00 +0000 isaac@cododesign.com (Isaac Arthur, Cody Fague) https://beerbrandingtrends.com Points of discussion:


1. Read the piece at: https://cododesign.com/2022-beer-branding-trends/

2. Join Beer Branding Trends Newsletter to ask questions for our next podcast: www.beerbrandingtrends.com

3. Reinvention (rebrands, refreshes, packaging formats in flux, SKU rationalization, a shift back to bottles?)

4. Why are lifestyle brands s smart play right now? (Also, what is a lifestyle brand?)

5. eCommerce (the real adventure was in the consumer data we gathered along the way)

6. Beyond Beer (yet another plug for our book that we’ve been talking about for two years. is it even real?)

7. CODO with the hot takes!

8. Day parting (how can breweries open up new morning, afternoon and evening occasions?)

9. Cody is all in on nootropics, mushroom coffee and cocaine. (is there anything more functional than cocaine?)

10. Revisiting the Law of Category

11. Some thoughts on seltzer (going premium, categorical differentiation, seltzer-izing other categories)

12. Brand Architecture

13. The accidental hospitality group

14. Fanciful names vs. monolithic brand-forward names

15. Package design trends + expert opinions

-

Learn more at www.craftbeerrebranded.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> 014 - 2022 Beer Branding Trends Overview Isaac Arthur, Cody Fague 00:41:11 Cody and Isaac sit down and discuss everything covered in this year's Beer Branding Trends review. Cody and Isaac sit down and discuss everything covered in this year's Beer Branding Trends review. beer, hard seltzer, marketing, food and beverage, craft beer, branding trends, cpg, package design, brewery, rebranding, trends, graphic design, beverage alcohol, rtd, design, advertising, branding true full 35c0a708-7bce-43e5-909d-2f927ab0ff44 013 - Goal Setting During a Brewery Rebrand Points of discussion:

1. The most common goals we’ve seen breweries have for a branding or rebranding process

2. Qualitative vs. Quantitative goals

3. The most important goal of any rebranding project. Period.

4. S.M.A.R.T. Goals (Specific, Measurable, Action-Oriented, Realistic, Time-Limited)

5. Common qualitative goals we see

6. How to defeat a grizzly bear in hand to hand combat 

7. CODO's 2020 CBC Presentation

-

Learn more at www.craftbeerrebranded.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> Tue, 26 Apr 2022 07:00:00 +0000 isaac@cododesign.com (Isaac Arthur, Cody Fague) https://beerbrandingtrends.com Points of discussion:

1. The most common goals we’ve seen breweries have for a branding or rebranding process

2. Qualitative vs. Quantitative goals

3. The most important goal of any rebranding project. Period.

4. S.M.A.R.T. Goals (Specific, Measurable, Action-Oriented, Realistic, Time-Limited)

5. Common qualitative goals we see

6. How to defeat a grizzly bear in hand to hand combat 

7. CODO's 2020 CBC Presentation

-

Learn more at www.craftbeerrebranded.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> 013 - Goal Setting During a Brewery Rebrand Isaac Arthur, Cody Fague 00:23:15 Cody and Isaac sit down to discuss the common goals we see breweries set at the start of their rebranding projects. Cody and Isaac sit down to discuss the common goals we see breweries set at the start of their rebranding projects. beer, hard seltzer, marketing, craft beer, cpg, package design, brewery, rebranding, rtd, goal setting, design, smart goals, branding true full 7be2d06a-fb33-4aca-b528-bc0830b64ea6 012 - How to be a Great Client (and Give Great Feedback) Points of discussion:

1. Trust the process?

2. Understand that the design process is iterative.

3. Thoughts on the big Don Draper reveal.

4. Why you need to stick to your timeline.

5. Why is giving great feedback challenging for non-designers?

6. Candor is king. (Don’t worry about your designer’s feelings)

7. Keep feedback focused on specific project goals (and the defined strategy) and not personal tastes.

8. Keep your customer in mind.

9. Is it necessary for a client to personally love the work a design firm develops?

10. How many concepts should a branding firm share? 25? 5? 1?

11. Paul Rand’s work for Steve Job’s NeXT Computers. 

12. We’ve decided to record future episodes shirtless.

-

Learn more at www.craftbeerrebranded.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com
 

]]> Tue, 12 Apr 2022 07:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. Trust the process?

2. Understand that the design process is iterative.

3. Thoughts on the big Don Draper reveal.

4. Why you need to stick to your timeline.

5. Why is giving great feedback challenging for non-designers?

6. Candor is king. (Don’t worry about your designer’s feelings)

7. Keep feedback focused on specific project goals (and the defined strategy) and not personal tastes.

8. Keep your customer in mind.

9. Is it necessary for a client to personally love the work a design firm develops?

10. How many concepts should a branding firm share? 25? 5? 1?

11. Paul Rand’s work for Steve Job’s NeXT Computers. 

12. We’ve decided to record future episodes shirtless.

-

Learn more at www.craftbeerrebranded.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com
 

]]> 012 - How to be a Great Client (and Give Great Feedback) Cody Fague, Isaac Arthur 00:25:48 Cody and Isaac sit down to discuss how you can be the best client your design firm has ever had. Cody and Isaac sit down to discuss how you can be the best client your design firm has ever had. beer, distilling, hard seltzer, marketing, craft beer, cpg, package design, brewery, rebranding, rtd, process, wine, business, branding false full bfe17bae-fb4e-47b3-946d-a53aaa1b8e93 011 - What Does a Branding Project Kickoff Look Like? Points of discussion:

1. You’ve worked through the proposal process and now have a signed contract. What is our next move?

2. Email handshake = let’s get after it!

3. Pre-project art direction homework. (Art direction, competitive set audit, brand audit, if applicable)

4. Tools and software for onboarding clients.

5. Beyond the Executive Team, who do we need to talk to during the kickoff?

6. How do we organize, prioritize and schedule all of your brewery’s internal stakeholders? (Sales, Marketing & Design, Front of House, Brew Staff)

7. What external partners will we need to interview? (Distributors, Large Chain Retail Partners, Field Reps, Market Managers, etc.)

8. Thoughts on in-person vs remote work. When is travel necessary and when can we run everything remotely?

9. What does an in-person, onsite kickoff itinerary look like?

10. Sample 2–3 day itinerary.

11. One-on-one conversations vs large group “discovery” sessions. When is each one appropriate?

-

Learn more at www.craftbeerrebranded.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> Tue, 29 Mar 2022 07:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. You’ve worked through the proposal process and now have a signed contract. What is our next move?

2. Email handshake = let’s get after it!

3. Pre-project art direction homework. (Art direction, competitive set audit, brand audit, if applicable)

4. Tools and software for onboarding clients.

5. Beyond the Executive Team, who do we need to talk to during the kickoff?

6. How do we organize, prioritize and schedule all of your brewery’s internal stakeholders? (Sales, Marketing & Design, Front of House, Brew Staff)

7. What external partners will we need to interview? (Distributors, Large Chain Retail Partners, Field Reps, Market Managers, etc.)

8. Thoughts on in-person vs remote work. When is travel necessary and when can we run everything remotely?

9. What does an in-person, onsite kickoff itinerary look like?

10. Sample 2–3 day itinerary.

11. One-on-one conversations vs large group “discovery” sessions. When is each one appropriate?

-

Learn more at www.craftbeerrebranded.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> 011 - What Does a Branding Project Kickoff Look Like? Cody Fague, Isaac Arthur 00:25:37 Cody and Isaac sit down to discuss what a branding project kickoff looks like. Plus, art direction homework, organizing internal and external partner interviews and thoughts on remote vs. onsite work. Cody and Isaac sit down to discuss what a branding project kickoff looks like. Plus, art direction homework, organizing internal and external partner interviews and thoughts on remote vs. onsite work. hard seltzer, marketing, craft beer, cpg, package design, brewery, rebranding, management, art direction, remote work, positioning, rtd, design, process, business, design process, branding false full 66aca984-e0b5-4c78-9239-3076aa1d0c0e 010 - How to Hire a Design Firm for your Branding Project Points of discussion:

1. Give us an eagle eye view of the business development process, from a branding firm’s perspective.

2. How much should a brewery prepare ahead of your initial conversations with a potential partner? 
3. What subjects will you discuss in your early exploratory meetings? (timeline, budget, project goals, project context, business objectives, etc.)

4. What is project “fit” and why is it so important at this stage of the process?

5. Differences between contracts and proposals.

6. Always Be Closing?

7. How often does CODO pass on a project because of poor fit?

8. What should a rebranding proposal outline?

9. What is an RFP and why is Isaac always cursing about them?

10. How important is it to like your design partner? What is the role of chemistry in this process?

11. That time a brewery hired CODO because Isaac was “…not some skinny hipster asshole.”

12. What should your branding or rebranding budget look like? How much will this all cost?

13. Why your budget should be tied to business objectives and the value this project will create.

14. Cody presses Isaac for a firm number. Isaac relents with a figure he’s seen cited in several business books.

15. Why work with an expert?

-

Learn more at www.craftbeerrebranded.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> Tue, 15 Mar 2022 07:00:00 +0000 isaac@cododesign.com (Isaac Arthur, Cody Fague) https://beerbrandingtrends.com Points of discussion:

1. Give us an eagle eye view of the business development process, from a branding firm’s perspective.

2. How much should a brewery prepare ahead of your initial conversations with a potential partner? 
3. What subjects will you discuss in your early exploratory meetings? (timeline, budget, project goals, project context, business objectives, etc.)

4. What is project “fit” and why is it so important at this stage of the process?

5. Differences between contracts and proposals.

6. Always Be Closing?

7. How often does CODO pass on a project because of poor fit?

8. What should a rebranding proposal outline?

9. What is an RFP and why is Isaac always cursing about them?

10. How important is it to like your design partner? What is the role of chemistry in this process?

11. That time a brewery hired CODO because Isaac was “…not some skinny hipster asshole.”

12. What should your branding or rebranding budget look like? How much will this all cost?

13. Why your budget should be tied to business objectives and the value this project will create.

14. Cody presses Isaac for a firm number. Isaac relents with a figure he’s seen cited in several business books.

15. Why work with an expert?

-

Learn more at www.craftbeerrebranded.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> 010 - How to Hire a Design Firm for your Branding Project Isaac Arthur, Cody Fague 00:34:15 Cody and Isaac sit down to discuss how your brewery should vet and hire a design firm for your rebrand—what should you expect from this process, what are some land mines to watch out for and why you should work with an expert. Cody and Isaac sit down to discuss how your brewery should vet and hire a design firm for your rebrand—what should you expect from this process, what are some land mines to watch out for and why you should work with an expert. beer, hard seltzer, rebrand, craft beer, cpg, budget, package design, brewery, cannabis, rebranding, value pricing, rtd, branding false full 5e188e95-cdae-4f68-9e3d-6db513dfe936 009 - How to Find the Perfect Branding Firm for your Brewery’s Rebrand Points of discussion:

1. What is a Freelancer? Pros and cons?

2. What is a small to medium size firm? Pros and cons?

3. What is a Big agency? Pros and cons?

4. What does “Full Service” actually mean?

5. Why you never want to be an agency’s “cool” client.

6. Why we believe mid-size firms are taking over the world.

7. What should your partner be able to handle in order to be a great fit?

8. Let’s open up a can of worms! Should you hire a partner based solely on their personal or house style?

-

Learn more at www.craftbeerrebranded.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> Tue, 1 Mar 2022 08:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. What is a Freelancer? Pros and cons?

2. What is a small to medium size firm? Pros and cons?

3. What is a Big agency? Pros and cons?

4. What does “Full Service” actually mean?

5. Why you never want to be an agency’s “cool” client.

6. Why we believe mid-size firms are taking over the world.

7. What should your partner be able to handle in order to be a great fit?

8. Let’s open up a can of worms! Should you hire a partner based solely on their personal or house style?

-

Learn more at www.craftbeerrebranded.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> 009 - How to Find the Perfect Branding Firm for your Brewery’s Rebrand Cody Fague, Isaac Arthur 00:21:18 Cody and Isaac sit down to discuss the different types of creative partners a brewery can hire to handle their branding or rebranding project. Cody and Isaac sit down to discuss the different types of creative partners a brewery can hire to handle their branding or rebranding project. beer, hard seltzer, marketing, craft beer, cpg, brewery, rebranding, beverage, design, branding false full e2f8d609-285f-4ca5-88f0-f8de89f1dac0 008 - How to Launch Your Brewery’s Rebrand Points of discussion:

1. Why is this important? What are some of the moving parts and logistics that need to be organized ahead of a brand launch?

2. Gird yourself?

3. A proper brand launch start internally by getting your team on the same page. How do we get everyone marching in the same direction if we’re spread out over several states?

4. What is a Master Campaign Timeline and what are some of the key benchmarks to base this on as we build out our schedule?

5. Why we like a launch week (or month) instead of one specific day.

6. Packaging logistics are often the most challenging issue to manage during this process. What are some tactics we can employ early on to make sure we’re not setting ourselves up for failure later on?

7. In the real world, a “staggered” release is often called for. Is this the end of the world?

8. What is a “Teaser” Campaign and why is it so valuable for announcing a rebrand?

9. How soon should you start promoting that a change is coming? Can you be too early?

-

Learn more at www.craftbeerrebranded.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

 

]]> Tue, 15 Feb 2022 08:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. Why is this important? What are some of the moving parts and logistics that need to be organized ahead of a brand launch?

2. Gird yourself?

3. A proper brand launch start internally by getting your team on the same page. How do we get everyone marching in the same direction if we’re spread out over several states?

4. What is a Master Campaign Timeline and what are some of the key benchmarks to base this on as we build out our schedule?

5. Why we like a launch week (or month) instead of one specific day.

6. Packaging logistics are often the most challenging issue to manage during this process. What are some tactics we can employ early on to make sure we’re not setting ourselves up for failure later on?

7. In the real world, a “staggered” release is often called for. Is this the end of the world?

8. What is a “Teaser” Campaign and why is it so valuable for announcing a rebrand?

9. How soon should you start promoting that a change is coming? Can you be too early?

-

Learn more at www.craftbeerrebranded.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

 

]]> 008 - How to Launch Your Brewery’s Rebrand Cody Fague, Isaac Arthur 00:26:23 Cody and Isaac sit down to discuss the finer points of announcing your brewery’s rebrand without confusing (and alienating) your current customers. Cody and Isaac sit down to discuss the finer points of announcing your brewery’s rebrand without confusing (and alienating) your current customers. beer, hard seltzer, rebrand, marketing, craft beer, cpg, package design, brewery, campaign, rebranding, brand launch, design, business, advertising, branding false full 40f33f24-9668-408f-bc71-aba5dc9a335d 007 - A Formal Introduction to CODO Design Points of discussion:

1. CODO Design overview

2. Cody and Isaac introductions

3. We founded CODO the Monday after graduating from college in 2009

4. Internship experiences that galvanized our decision to start our own firm right out of school

5. How we began to focus on the Food and Beverage space

6. Our work in beer, starting 2010 and leading up to current day.

7. How did our Craft Beer Branding Guide come to be?

8. Why did we write Craft Beer, Rebranded?

9. How have we seen the beer industry shift and mature over the last 11 years

10. We’re working on our third book?

-

Learn more at www.craftbeerrebranded.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> Tue, 1 Feb 2022 08:00:00 +0000 isaac@cododesign.com (Isaac Arthur, Cody Fague) https://beerbrandingtrends.com Points of discussion:

1. CODO Design overview

2. Cody and Isaac introductions

3. We founded CODO the Monday after graduating from college in 2009

4. Internship experiences that galvanized our decision to start our own firm right out of school

5. How we began to focus on the Food and Beverage space

6. Our work in beer, starting 2010 and leading up to current day.

7. How did our Craft Beer Branding Guide come to be?

8. Why did we write Craft Beer, Rebranded?

9. How have we seen the beer industry shift and mature over the last 11 years

10. We’re working on our third book?

-

Learn more at www.craftbeerrebranded.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com


 

]]> 007 - A Formal Introduction to CODO Design Isaac Arthur, Cody Fague 00:27:24 Cody and Isaac sit down to introduce themselves and CODO Design… 7 episodes in. Better late than never? Cody and Isaac sit down to introduce themselves and CODO Design… 7 episodes in. Better late than never? beer, hard seltzer, marketing, craft beer, small business, package design, brewery, rebranding, design firm, rtd, business, branding false full b159640b-6e6f-4710-8729-65b7d83c3028 006 - Defining your Brewery’s Brand Personality, Voice and Essence Points of discussion:

1. What is a Brand Essence? (+ real project examples)

2. Why does this matter?

3. Should (or can) a Brand Essence be public facing?

4. What is Brand Personality?

5. “If your brewery were a person, what sort of personality traits would it have?”

6. What is Brand Voice?

7. Spectrum Exercise as a process tool.

-

Learn more at www.craftbeerrebranded.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> Tue, 18 Jan 2022 08:00:00 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. What is a Brand Essence? (+ real project examples)

2. Why does this matter?

3. Should (or can) a Brand Essence be public facing?

4. What is Brand Personality?

5. “If your brewery were a person, what sort of personality traits would it have?”

6. What is Brand Voice?

7. Spectrum Exercise as a process tool.

-

Learn more at www.craftbeerrebranded.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> 006 - Defining your Brewery’s Brand Personality, Voice and Essence Cody Fague, Isaac Arthur 00:16:03 Cody and Isaac sit down to discuss Brand Essences—what they are and what role it plays in the branding process. Cody and Isaac sit down to discuss Brand Essences—what they are and what role it plays in the branding process. beer, hard seltzer, brand essence, marketing, craft beer, cpg, brewery, rebranding, rtd cocktails, design, business, brand voice, branding false full d9eb70d7-f81d-4688-926d-1662b837fb23 005 - Organizing Your Internal Team Ahead of a Rebrand Points of discussion:

1. Who comprises the Executive Team throughout a branding project.

2. How many people should actually be involved in decision making throughout this process?

3. How do we organize and prioritize other stakeholder groups beyond the Executive Team?

4. How (if at all) do we bring customers into this process?

5. Why CODO prefers one-on-one intimate conversations over beer to the dreaded large group “discovery” session.

6. What’s the magic numbers in terms of interviews? Where do we start to see diminishing returns?

7. Some emotional intelligence tactics for engaging with folks who *need* to be involved, but that might not be on the same page as the rest of your team.

8. Always assume the person you’re talking to knows something you don’t. (Important life lesson as well)

9. How can we avoid the dreaded “Swoop?”

-

Learn more at www.craftbeerrebranded.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> Tue, 4 Jan 2022 08:00:00 +0000 isaac@cododesign.com (Isaac Arthur, Cody Fague) https://beerbrandingtrends.com Points of discussion:

1. Who comprises the Executive Team throughout a branding project.

2. How many people should actually be involved in decision making throughout this process?

3. How do we organize and prioritize other stakeholder groups beyond the Executive Team?

4. How (if at all) do we bring customers into this process?

5. Why CODO prefers one-on-one intimate conversations over beer to the dreaded large group “discovery” session.

6. What’s the magic numbers in terms of interviews? Where do we start to see diminishing returns?

7. Some emotional intelligence tactics for engaging with folks who *need* to be involved, but that might not be on the same page as the rest of your team.

8. Always assume the person you’re talking to knows something you don’t. (Important life lesson as well)

9. How can we avoid the dreaded “Swoop?”

-

Learn more at www.craftbeerrebranded.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> 005 - Organizing Your Internal Team Ahead of a Rebrand Isaac Arthur, Cody Fague 00:26:02 Cody and Isaac sit down to discuss the various people and stakeholders groups you’ll need to organize ahead of your rebrand. They also touch on some important process nuances like gaining consensus amongst large groups and emotional intelligence tactics for wrangling all the different personalities you’re sure to run into throughout this work. Cody and Isaac sit down to discuss the various people and stakeholders groups you’ll need to organize ahead of your rebrand. They also touch on some important process nuances like gaining consensus amongst large groups and emotional intelligence tactics for wrangling all the different personalities you’re sure to run into throughout this work. beer, hard seltzer, marketing, craft beer, cpg, package design, brewery, consulting, rebranding, rtd, process management, design, business, branding false full f7df403f-4acf-40f9-8199-12fd4dcd8585 004 - How to Position Your Brewery Points of discussion:

1. Isaac is leaving CODO to open a brewery?

2. What is positioning (3 Core Questions) and why does this matter?

3. How to use a matrix to get a quick eagle eye view of your competitive landscape.

4. Categorical Differentiation as a positioning strategy.

5. What is the “Positioning Trap?”

6. Can a specific a theme or differentiator be too limiting on a day-to-day brand building basis?

7. How to write your brand positioning statement.

8. Okay, Isaac is not starting a brewery after all.

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Learn more at www.craftbeerrebranded.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> Tue, 14 Dec 2021 08:00:00 +0000 isaac@cododesign.com (Isaac Arthur, Cody Fague) https://beerbrandingtrends.com Points of discussion:

1. Isaac is leaving CODO to open a brewery?

2. What is positioning (3 Core Questions) and why does this matter?

3. How to use a matrix to get a quick eagle eye view of your competitive landscape.

4. Categorical Differentiation as a positioning strategy.

5. What is the “Positioning Trap?”

6. Can a specific a theme or differentiator be too limiting on a day-to-day brand building basis?

7. How to write your brand positioning statement.

8. Okay, Isaac is not starting a brewery after all.

-

Learn more at www.craftbeerrebranded.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> 004 - How to Position Your Brewery Isaac Arthur, Cody Fague 00:24:05 Cody and Isaac sit down to discuss how to position a craft brewery. Cody and Isaac sit down to discuss how to position a craft brewery. beer, hard seltzer, marketing, craft beer, cpg, package design, brewery, rebranding, positioning, rtd, design, categorical differentiation, branding false full 4f8c03a8-006c-4f54-a30b-b63319d03be0 003 - Defining Your Core Brand Values Points of discussion:

1. What are core brand values?

2. Why frame your values?

3. Are brand values public-facing or an internal tool and rallying cry for your team?

4. Quick run down of the most common values we hear over and over again, from breweries all over the world.

5. 'The Advantage’ book by Patrick Lencioni *quick note: Isaac’s an idiot. The author of ‘The Advantage’ is PATRICK Lencioni. Not Paul. Isaac said Paul Lencioni with such confidence at least 6 times during this episode. Great job, Isaac!

6. Core values vs. Aspirational values vs. Permission-to-play values.

7. Two methods we use for framing core brand values.

-

Learn more at www.craftbeerrebranded.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> Tue, 30 Nov 2021 08:00:00 +0000 isaac@cododesign.com (Isaac Arthur, Cody Fague) https://beerbrandingtrends.com Points of discussion:

1. What are core brand values?

2. Why frame your values?

3. Are brand values public-facing or an internal tool and rallying cry for your team?

4. Quick run down of the most common values we hear over and over again, from breweries all over the world.

5. 'The Advantage’ book by Patrick Lencioni *quick note: Isaac’s an idiot. The author of ‘The Advantage’ is PATRICK Lencioni. Not Paul. Isaac said Paul Lencioni with such confidence at least 6 times during this episode. Great job, Isaac!

6. Core values vs. Aspirational values vs. Permission-to-play values.

7. Two methods we use for framing core brand values.

-

Learn more at www.craftbeerrebranded.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> 003 - Defining Your Core Brand Values Isaac Arthur, Cody Fague 00:26:33 Cody and Isaac sit down to discuss the various types of brand values a brewery can have (Core, Pay-to-play and Aspirational), why they’re all important and how to frame them. Cody and Isaac sit down to discuss the various types of brand values a brewery can have (Core, Pay-to-play and Aspirational), why they’re all important and how to frame them. beer, hard seltzer, brand values, marketing, craft beer, cpg, package design, brewery, rebranding, core values, values, rtd, the advantage, design, branding false full aefe47d9-5e3c-4b65-ac00-55e1a88e604d 002 - Brewery Rebrand vs. Refresh (Evolution vs. Revolution) Points of discussion:

1. Differences between a refresh and a full rebrand.

2. Where does a package refresh fall into this?

3. Why is this all so confusing?

4. What is brand equity?

5. What is a brand audit?

6. How do you interpret all of this research?

7. Can you rebrand and keep the same logo?

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Learn more at www.craftbeerrebranded.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> Tue, 16 Nov 2021 08:00:00 +0000 isaac@cododesign.com (Isaac Arthur, Cody Fague) https://beerbrandingtrends.com Points of discussion:

1. Differences between a refresh and a full rebrand.

2. Where does a package refresh fall into this?

3. Why is this all so confusing?

4. What is brand equity?

5. What is a brand audit?

6. How do you interpret all of this research?

7. Can you rebrand and keep the same logo?

-

Learn more at www.craftbeerrebranded.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> 002 - Brewery Rebrand vs. Refresh (Evolution vs. Revolution) Isaac Arthur, Cody Fague 00:14:01 Cody and Isaac sit down to discuss the subtle differences between a brand refresh and a craft brewery rebrand. Plus, how to make sure you're making the right decision in the first place. Cody and Isaac sit down to discuss the subtle differences between a brand refresh and a craft brewery rebrand. Plus, how to make sure you're making the right decision in the first place. beer, hard seltzer, rebrand, marketing, brand audit, craft beer, cpg, package design, brewery, brand refresh, rtd, design, branding false full 75c2fa38-ce4a-441e-b72e-e444c2157261 001 - When (and When Not) to Rebrand Your Brewery Points of discussion:

1. Your overall look is dated and inconsistent (and no longer reflects your core values and current version of your business).

2. You’re making major changes within your company. You are repositioning and/or specifically making major changes to your portfolio with new extensions, sub brands and other brand architecture restructuring.

3. You don’t know how to tell your story.

4. You always feel like you’re reinventing the wheel. (For you in house designers and marketing directors out there)

5. Some tactical project—e.g. new website, format change—reveals larger messaging issues that need to be resolved.

6. You’re self conscious of your branding.

7. When not to rebrand: If there are deep, intrinsic problems with your business itself that have not been fixed, then a rebrand is a waste of money.

-

Learn more at www.craftbeerrebranded.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> Sun, 31 Oct 2021 13:49:36 +0000 isaac@cododesign.com (Cody Fague, Isaac Arthur) https://beerbrandingtrends.com Points of discussion:

1. Your overall look is dated and inconsistent (and no longer reflects your core values and current version of your business).

2. You’re making major changes within your company. You are repositioning and/or specifically making major changes to your portfolio with new extensions, sub brands and other brand architecture restructuring.

3. You don’t know how to tell your story.

4. You always feel like you’re reinventing the wheel. (For you in house designers and marketing directors out there)

5. Some tactical project—e.g. new website, format change—reveals larger messaging issues that need to be resolved.

6. You’re self conscious of your branding.

7. When not to rebrand: If there are deep, intrinsic problems with your business itself that have not been fixed, then a rebrand is a waste of money.

-

Learn more at www.craftbeerrebranded.com

-

Have a topic or question you’d like us to field on the show? Shoot it our way: hello@cododesign.com

-

Join 5,500+ food and bev industry pros who are subscribed to the Beer Branding Trends Newsletter (and access all past issues) at: www.beerbrandingtrends.com

]]> 001 - When (and When Not) to Rebrand Your Brewery Cody Fague, Isaac Arthur 00:26:36 Cody and Isaac sit down to discuss when (and when not) to rebrand a brewery. Cody and Isaac sit down to discuss when (and when not) to rebrand a brewery. beer, hard seltzer, rebrand, marketing, craft beer, cpg, package design, brewery, rtd, design, branding false full 17335493-d130-4e86-a50a-ca27f27ca6cc 000 - 2021 Craft Beer Branding Trends AMA CODO Design cofounder, Isaac Arthur, fields community submitted questions about our 2021 Craft Beer Branding Trends article.

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1. What’s your favorite packaging trend this year?

2. Do brewpubs really need to package their beer? There were several mentions to this effect and I’m not sure I agree with you. Won’t this need fade once we’re beyond COVID?

3. Can you expand on the packaging lifespan thought from the packaging refresh trend? Isn’t the goal to have your packaging become iconic so people can pick it off a shelf anywhere they go?  If you're updating it every couple years, how will people know what to look for on shelf?

4. We’re currently a brewery in planning. We’re considering a 12-pack out of the gate (with painted cans) and wanted to see what you thought about this plan?

5. It seems like an “endorsed brand” is the best way to launch a new hard seltzer. Is this approach what you suggest to the majority of your clients or should we consider any other avenues?

6. You mentioned that package design might not need to look like a rigid system if it’s not going to be distributed and end up on shelf. I’m a designer myself and was surprised to hear this. Can you explain what benefits there would be for a brewery’s packaging to not be consistent?

7. I agree that the sub brand family approach is working well for older breweries. Do you think a younger brewery could employ this approach or is time in the market what makes it work in the first place?

-

Join the Beer Branding Trends Newsletter.

Read the 2021 Craft Beer Branding Trends article.

Buy the Craft Beer, Rebranded book.

]]> Sun, 13 Jun 2021 10:00:00 +0000 isaac@cododesign.com (Isaac Arthur) https://beerbrandingtrends.com CODO Design cofounder, Isaac Arthur, fields community submitted questions about our 2021 Craft Beer Branding Trends article.

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1. What’s your favorite packaging trend this year?

2. Do brewpubs really need to package their beer? There were several mentions to this effect and I’m not sure I agree with you. Won’t this need fade once we’re beyond COVID?

3. Can you expand on the packaging lifespan thought from the packaging refresh trend? Isn’t the goal to have your packaging become iconic so people can pick it off a shelf anywhere they go?  If you're updating it every couple years, how will people know what to look for on shelf?

4. We’re currently a brewery in planning. We’re considering a 12-pack out of the gate (with painted cans) and wanted to see what you thought about this plan?

5. It seems like an “endorsed brand” is the best way to launch a new hard seltzer. Is this approach what you suggest to the majority of your clients or should we consider any other avenues?

6. You mentioned that package design might not need to look like a rigid system if it’s not going to be distributed and end up on shelf. I’m a designer myself and was surprised to hear this. Can you explain what benefits there would be for a brewery’s packaging to not be consistent?

7. I agree that the sub brand family approach is working well for older breweries. Do you think a younger brewery could employ this approach or is time in the market what makes it work in the first place?

-

Join the Beer Branding Trends Newsletter.

Read the 2021 Craft Beer Branding Trends article.

Buy the Craft Beer, Rebranded book.

]]> 000 - 2021 Craft Beer Branding Trends AMA Isaac Arthur 00:34:15 Fielding community-submitted questions on CODO’s 2021 Craft Beer Branding Trends article. Fielding community-submitted questions on CODO’s 2021 Craft Beer Branding Trends article. brand strategy, beer, spirits, food and bev, brand architecture, hard seltzer, kombucha, beer branding, marketing, craft beer, dtc, branding trends, drizly, package design, brewery, liquor, beverage, endorsed brands, rtd, bev alc, branding false full