Collective Arts Brewing Refreshes Its Packaging, Continues To Highlight Artists
by Rudy Sanchez on 05/13/2022 | 3 Minute Read
Based in Hamilton, Ontario, Collective Arts Brewing + Distillery has always made exquisite art a significant component of its packaging. The brand calls outside artists to submit work for its labels, and it puts the same care into the presentation that it puts into crafting beer and spirits.
Recently, Collective Arts saw a need to create a new packaging system that would remain true to the brand’s commitment to featuring great art on the labels while maintaining a competitive position in the craft scene.
“Collective Arts Brewing was at the forefront leading the craft beer industry with art-forward packaging designs. This was our story from the start,” said Steve St. Jean, creative director for Collective Arts Brewing. “We soon realized that this idea was well-received by consumers and noticed ourselves on the shelf in a sea of sameness. It was becoming harder to differentiate ourselves from other craft breweries that also utilize art to heroize their brand.”
“We reinvent ourselves with unique pieces of art on each beer that completely change every four months; our brand is constantly new,” St. Jean continued. “This is great for artists worldwide that we support, but it was harder for our drinkers to recognize us on the shelf with consistent newness.”
The updated packaging system uses a new “brand box” that communities information such as the beer or a spirit’s name, style, and alcohol concentration, inspired by craft bar signage. The side panel was also revamped, featuring a larger logo, the Collective Arts’ brand story, information about the beer, and a call for art submissions.
“With rotating art and competitors catching up, we challenged ourselves to make our brand easier to find without losing what made our products stand out: an ever-changing art gallery fully immersing our cans,” Steve explained. “The branding is clearer, making it easier for consumers to pick up their favorite brew, while also finding a way that leaves more space for the art to shine.”
As part of Collective Arts’ Global Call for Art, the brewery asks artists from anywhere to submit work for consideration. Collective Arts takes submissions three times a year that get judged by a panel of independent jurors from the beer, art, and music world. Collective Art asks that artists contribute work they’ve already created instead of offering new pieces, and the brewery pays the creatives for accepted art. Additionally, artists maintain ownership of their work.
Currently, Collective Arts is accepting submissions until June 30th, 2022. For this latest round, Collective Arts will have an open call in addition to Indigenous art and Black history-themed works. Artists interested in submitting their work to Collective Art can find more information on its website.
Images courtesy of Collective Arts Brewing.