For The Urban Chestnut Beer Labels, It’s All In The Details
Have you noticed that the labels Marketing28 creates for UCBC are actually built with two sets of design rules?
It’s OK if you haven’t. But let me tell you the differences, so the next time you are holding one of those hefty Euro-bottles in your hand you can give your friends the scoop and act like an insider big shot.
The Quick Background
Urban Chestnut has two distinct series of beers– the Revolution Series, which is dedicated to creating modern American-style craft beers, and the Reverence Series, brewed in the style of classic European beers.
So when Marketing28 started collaborating with UCBC on creating a label look there was a strong desire to make sure each series felt like it was coming from the same brewery, but each series also needed to have its own design rules, too.
It’s Two-Two Designs In One!
So what are the differences? For the Revolution Series the main image bleeds left to right creating an open, modern feel to these labels. The UCBC logo is placed slightly higher than center, and the name appears under it.
Each Reverence Series label places the UCBC logo towards the bottom center with the name above. Another design distinction is the fact that the main facing area is surrounded by darker bands of color, creating a staging area for branding while achieving a bit (just a bit…) of an older-school design feel.
One More Thing
Here’s another subtle one– did you notice how I mentioned the Revolution Series first, and then Reverence? All part of the master plan, grasshopper. You see, even the Urban Chestnut name captures the idea of ‘Beer Divergency’ and the two brewing styles.
Urban– referring to the Revolution of American craft beers that is happening in cities like Denver, Boston and St, Louis.
Chestnut- a reference to the Chestnut trees that used to be planted above beer cellars to keep beer protected from sun and extreme heat.
And that is why, whenever we talk about the two series we always start with Revolution (Urban) and follow with Reverence (Chestnut).
Do you have packaging design needs? Contact Dan O’Saben to see how we can help!
P.S.– The only bummer about writing this post? Not being able to share with you the 4 other labels that are already designed, since those beers haven’t been bottled yet. We hope to be able to share them with you soon!
Fall Beer Season is Almost Upon Us.
Can you feel it?
Sure, it’s still hot out there, but the days are getting shorter.
School is back in session.
Football is on the TV, and high schools are ready to take a run for gridiron glory.
Fall is coming.
And along with fall, fall beers.
We are happy to unveil two new label designs created here at Marketing28 on behalf of our clients, Urban Chestnut Brewing Co.
Oachkatzlschwoaf is a seasonal Oktoberfest beer, malty yet well balanced much like a Munich Oktoberfest beer. Design cues come directly from that renowned celebration, with a nod to our friend the squirrel in the top left of the label. Fitting, since Oachkatzlschwoaf translated is “tail of a squirrel”.
Count Orlok is a pumpkin wheat beer and features Nosferatu, AKA the original German film vampire Count Orlok. Go ahead and try to hold this beer to a mirror to see if you see the reflection.
Do you have packaging or label needs? Contact Dan O’Saben today and we’ll scare up some time to meet.
The Best Trade Show Seats In The House
AIRHAWK and Danny Gray both have great reputations in the motorcycle industry, AIRHAWK for creating a line of seat cushions that use air cell technology to keep your backside cool and comfy so you can enjoy longer rides, and Danny Gray for creating some of the coolest (but functional) custom seats around.
Marketing28 recently launched a new Danny Gray site, and we’ve completed a number of projects for AIRHAWK, so it was a natural fit when they came to us for a co-branded trade show booth design.
Working with our partners at Pro Exhibits, the first step was to get some background: What did they hope to achieve with the new booth, what worked and didn’t with the old one (1 billion pounds that took an army to put together), and what were their longer-range needs and goals?
For this 20×20 foot booth it was clear that we needed distinct areas for each brand, but also a flow that made sure convention-goers didn’t feel trapped in one area or the other.
Strategically placed walls allowed for a feeling of specific areas with a lot of openness. Marketing28 designed graphics that ‘skinned’ each brand, keeping an overall feeling of continuity no matter what area you were in.
We also brought the partnership of the two brands to life in words, using the key benefits of each brand– comfort for AIRHAWK and custom for Danny Gray– to help tell that bigger story.
Video screens with demonstrations and interactive pressure mapping, actual seat samples hung from the walls, and an actual motorcycle helped complete the picture.
After all was said and done, all parties were more than happy with the results and we were ready to ride off into the sunset, goals achieved.
Do you have trade show exhibit needs? Contact Marketing28 founder Dan O’Saben to see how we can help you.
The Connection Of Visual Design And Music
In 1939 recorded music was forever changed when Alex Steinweiss created the first custom-designed album cover.
We’d like to thank the late Mr. Steinweiss for allowing us to express our love of music through graphic design. It allows us to collaborate with a wide variety of creative individuals to capture the feel of the music and lyrics visually.
This iteration of Marketing28 CD art starts with the Tim-O and Danny Hicks Brain Invasion and features surgical instruments juxtaposed with a smiling young lady from another time, expressing the title “Pain Ms. Management.”
Next comes naive child art of two individuals. A glimpse of the unsettling lyrical content peeks up from the bottom, type askew, for Tim-O’s “The Killer’s Journal 2.”
And then the outlaw country of the BOB Band is captured behind bars with photos courtesy of Todd Davis for the release “Time Served.”
We’re looking forward to the next music/design collaboration opportunity. Contact Dan O’Saben if you’re looking for help making your musical vision come to life. And make sure you support the musicians in your neck of the woods by going to a show and picking up their latest release, whether it’s a physical copy or digital download. The world will be a better place because of it.
Small Doesn’t Have To Mean ‘Local-only’.
A sampling of where some of the Marketing28 clients are located.
I remember when I was working for an agency in St. Louis and there was a lot of talk about branching out to clients beyond our immediate metro area.
At the time the owner of the company just didn’t understand how it made any sense to pursue clients that were more than a car drive away. He felt out of town clients would be costly and a hassle, with less financial reward than working with a business-to-business client right down the street.
And, at the time he may have been right. The internet had not even begun to reach full potential (will someone else be writing similar words in 5 years? What is the full potential of the internet? Are we even at 1% of knowing the answer to this question?) and out of town clients meant travel expenses, lots of long distance phone calls, and a constant caravan of FedEx packages being sent with precious creative cargo in tow.
Side note: Does anyone else remember writing on the outside of an envelope “DO NOT OPEN UNTIL WE ARE ON THE PHONE TOGETHER”, hoping that the client would heed your words, but knowing full well that they had probably already looked at everything and made all their decisions hours before the conference call, and your rationale/sales pitch had begun? I do.
It’s a different world out there. A world where small, agile companies can apply their expertise to help companies of all sizes. Wherever they are.
Looking at our client, both past and present, Marketing28 is a perfect example of this new world.
We have worked with clients in Florida, Montana, Illinois, Missouri, New York, California and more. Online tools make communication across what are really vast distances relatively easy. And a face-to-face meeting is just a plane ride away.
And we also benefit from being able to work with the best collaborators we can find, no matter where they are. Of course we have our core team right here in the St. Louis area, but we also do not hesitate to reach out to a programmer in Texas, or a designer in California, when the project is right for that person.
Where will our next client hail from? I really don’t know, but I’m excited to find out.
Do you need help with your advertising and marketing efforts? Let Marketing28 founder Dan O’Saben know by emailing or calling today. No matter where you are, we’ll be happy to lend our expertise to grow your company.
Introducing The St. Louis Brewers Guild!
St. Louis area brewers have recently joined forces to promote the burgeoning craft beer scene in the area, and Marketing28 has designed their logo. Cory King, head brewer at Perennial Artisan Ales, says ”With all of the breweries around here now, there is no reason why St. Louis shouldn’t position itself as a destination for beer vacations,” and we agree!
While activities are still in the planning stages, you can follow the guild through Twitter and a web site should be coming soon.
The founding breweries are 4 Hands, 2nd Shift, Charleville, Ferguson, Kirkwood Station, Morgan Street, O’Fallon, Perennial, Schlafly (St. Louis Brewery), Six Row, Square One and, of course, Urban Chestnut. We recommend you stop by any one of these outstanding breweries when you are in the St. Louis area, and enjoy some tasty, tasty beer.
Does your company or organization need a new logo, an identity, a marketing plan? Contact Dan O’Saben to find out how Marketing28 can help you. Cheers!
AIRHAWK and Marketing28 help motorcycle riders ride on air.
Or, pilot sorb aire. Or, sedate su bolle d’aria. Or, of course, luftgepolstert fahren.
How do you create a piece of communication when you know it has to be translated into several languages? It may seem like an easy task, but it is one that trips up many a marketer.
When Marketing28 teamed up with ROHO and AIRHAWK to adapt a three dimensional display into a poster translated into a total of 4 languages, we knew what had to go: clever turns of phrase.
Wait a minute. Did he just say ‘don’t be clever’?
No. I did NOT say ‘don’t be clever’ (Somebody tell me if that is even a proper sentence, with two negatives in there. I feel like matter and anti-matter just collided). But I DID say we had to remove any clever turns of phrase.
You see, what may be a delightful slang expression in one language can mean something completely different in another. And before you know it, embassies are involved and official public apologies have been issued and you are asked to never visit that country again.
This does not mean you should be boring in your point of sale materials. But, while you may understand the phrase ‘these products are the bomb’, you never know when translating this same phrase into another language may end up being the cause of international embarrassment for your client.
Marketing28 created these eye-catching posters with the goal of easily translating them into Spanish, Italian and German. Or whatever language we needed to communicate.
No matter how you say it, motorcyclist all over the world are learning about AIRHAWK and the benefits of riding on air thanks to Marketing28.
Do you have a business with international communication needs? Or maybe you are thinking about expanding into new markets, either domestic or beyond. Contact Dan O’Saben and see how we can help you create successful advertising in any language.
Road Trip! AKA, we’ve created Urban Chestnut’s first truck graphics.
Marketing28 has once again teamed up with Urban Chestnut Brewing Company, this time with Eagle Distributing, to create their first delivery truck! Now that they are in over 100 restaurants and bars this is surely the first of many.
In the St. Louis area? Ask your server or bartender if they have UCBC’s Zwickel or Winged Nut. If they do, it’s more than likely that beer you’re drinking took a joy ride in this tricked-out vehicle.
Need help with vehicle graphics and beyond? Contact Dan O’Saben.
Man, we can’t wait to share the packaging for these guys. Soon! Very soon! (OK, not soon enough!)
Is Your Site A True Reflection Of Your Company Personality?
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Sierra Counseling and Mediation came to Marketing28 frustrated with their existing site.
It was static.
The design and content were owned by the medical template company that implemented it.
It did not reflect the personality of the company, and founder Vivian Sierra.
They needed the flexibility to easily share their story as the grew.
In response, Marketing28 created a new site with all original content. There’s a blog designed to give Vivian an opportunity to comment on the latest trends in the counseling field and a forum where like-minded individuals can come to discuss their issues. And with their custom content management system (CMS) they can make changes to the site content whenever they want.
Original photography of Vivian Sierra and the office space, along with an intro video from Vivian give a potential client a good sense of the warmth and compassion exhibited throughout the practice.
And you can’t get that in a template.
Tired of being held captive by your static website? Need one that is a proper reflection of your company personality? We should talk. Contact Marketing28 founder Dan O’Saben today.