A designer and a print consultant walk into a brewery…It might sound like the start of a joke, but it’s actually the story of Beer Branded, a one-stop branding shop created specifically for the beer and beverage industry.
A decade ago, designer Martin Piper was the lead creative at Amsterdam Brewery, one of Toronto’s oldest craft breweries. He first met print consultant Chris Downey after Downey reached out to discuss potential print projects. This casual business chat developed into a strong working relationship and a genuine friendship between the two.
Over time, Piper and Downey recognized that their complementary skills could truly assist emerging breweries, and this insight eventually led to Beer Branded. “It’s the perfect solution for start-up breweries,” said Piper. “With Beer Branded, you have a seasoned designer with the industry knowledge to provide production-ready art for your brewery’s needs, and an experienced consultant with the necessary relationships to make it all happen on budget and on time.”
But when the COVID-19 pandemic hit Canada in 2020, the Beer Branded concept was put on hold. Piper launched martinpaper.design, which provides branding, design and promotional strategies for clients across the beverage sector. Meanwhile, Downey developed his own print business, Evergreen Graphics Group, to supply labels, packaging, signage and merchandise for a wide range of independent and major breweries and beverage producers.
Then in 2024, while working on a new label system for Northwinds Brewery in Collingwood, Ont., the timing finally felt right to revive their original vision. The Beer Branded website was officially launched soon after, marking the start of Piper and Downey’s next chapter. “Beer Branded encompasses the needs of every beverage maker: brand development and marketing; print production for packaging and essentials, signage and merchandise; social media planning, development and content creation – all poured from one tap,” said Piper.
To complete their offerings, Breer Branded has added Jordan Buttress, an experienced photographer and videographer. This allows the company to support its clients’ digital media needs, alongside design and print.
Brand evolution
Branding in the craft beer sector is constantly evolving, shifting from what was once considered nostalgic and playful to increasingly sleek, professional and design-focused visual identities. Social media has also played a significant role in reshaping the branding landscape. The rise of glossy, rapid-fire five to 10-second clips and user-friendly drag-and-drop DIY design tools has introduced a whole new dimension to digital branding.
Moreover, as the brand market has expanded, breweries have found themselves competing with a highly diverse beverage industry. This is precisely the kind of environment where a strong brand could be the deciding factor in whether a product is chosen or left on the shelf. “It’s a challenging business climate, with tariffs impacting material costs, and we’re starting to see once-strong brands falter as companies must shift priorities and brand refreshes fall off the list,” said Piper.
Avoid the mistakes
Beer Branded approaches each project as a distinct challenge, never assuming that what worked for one brewery or beverage maker will work for another. Whether it stems from a flavour profile, brewing philosophy or innovative techniques, every product has its own story to tell.
Because there are only about three seconds to make a first impression, a product’s label or package is incredibly valuable visual real estate. This means branding must communicate quickly, clearly and intentionally. When designing your brand, it’s important to first look at other products on the shelf to avoid getting lost in the shuffle, while also still fitting in. This is the role of Beer Branded: to identify a product’s differentiator and bring it to life through careful, purposeful branding.
When it comes to building a brand, consistency is everything. When a product delivers reliable quality, and the brand story stays true to itself, loyalty isn’t just possible; it becomes an expectation.
“I always ask prospective clients to send photos of the shelves in the communities where they plan to sell,” said Piper. “If it’s a new product, we’ll start with a simple like/dislike exercise to identify what works visually. If they already have products on the shelf, it gives us a great starting point for conversation to compare their current look to those around it.”
A well-designed label has become one of the most effective tools for influencing purchasing decisions on busy shelves. This is because when a customer approaches the cooler, their decision usually depends on three factors: loyalty, package design and beverage style.
“Let’s face it, most people already know what they like when they approach a shelf, and they’re looking for something specific and will gravitate towards the area where the product lives,” said Piper. “In this industry, it’s rare for someone to happen upon a shelf. It’s the label’s job to catch the eye and persuade the customer to deviate from their original purchasing plans.”
Going beyond the label
Extending a brand beyond the point of purchase is crucial for cultivating a loyal community of fans. When people can wear a brand or gather in a branded space that feels welcoming and familiar, their connection with the brand becomes emotional rather than purely transactional. This also increases the chances of building long-term loyalty.
“We’ve always made a habit of visiting breweries to immerse ourselves in the atmospheres they have crafted for their locals. Curating the right ‘vibe’ in a space to celebrate local culture while offering thoughtfully designed and produced merchandise can be a powerful tool that transforms a casual drinker into a brand ambassador,” said Piper.
Sustainability is another consideration, especially as it relates to the industry-wide shift from bottles to cans, thanks to aluminum’s lightweight, highly recyclable nature. Unfortunately, the label side of the industry hasn’t advanced at the same pace. Beer Branded provides a range of sustainable solutions.
“With margins being so tight and cost models being pulled in multiple directions, the sustainability of packaging sometimes falls off the list of priorities,” said Downey. “But our approach at Beer Branded is to offer more sustainable options. Whether it’s label materials or packaging board, it can all be tied back to the brand story with an authenticity stamp-like seal to make customers aware of the decisions made by the producer of the product.”
A legacy that lasts
When it comes to building a brand, consistency is everything. When a product delivers reliable quality, and the brand story stays true to itself, loyalty isn’t just possible; it becomes an expectation. But Piper warns that endurance is different from chasing constant growth, and there is conflict between building a tight-knit community around a brand and trying to create a product that appeals to the masses. Balancing those two goals is one of the biggest challenges in the craft beverage world.
“The goal is to find those answers early in your brand-building process, which allows us to search for the nuance in your products and pinpoint their specialty,” said Piper. “If you approach the process with consistency in production and messaging, your customers will share, they will grow and they will stay.”
