This week on The Craft Brewers' Creative, Jenna is joined by Kirk from Mind The Font, a black owned branding and packaging design agency. Jenna and Kirk got talking about an article titled ‘How Contract Brewing Can Help Minority- and BIPOC-Owned Breweries' so she invited him on the podcast to discuss the article, and some much less serious topics.

KEY TAKEAWAYS 

• There's a lot of ego, and disagreements, and mansplaining in the craft beer industry. It can make it a little harder to enjoy the beer when people try to impose so many rules.
• Most craft breweries aren't trying to be a huge global thing, they just want to be the beer of their town or their local area.
• All packaging needs to have key points on it. What's the brand? The flavor? The size? And the ABV? The job of the designer is also to give you all the information you need to know without having to turn over the can.
• As a designer, Kirk gets a brief from the company with all the key information about the product, what they want, and who the brand it targeting.
• Your story as a brand is so much more important than your image.

BEST MOMENTS

‘I went to the store and there was like this wall of 300 different beers. It was like a kaleidoscope of color'

‘I'm pretty sure this is orange soda... but I'm not sure'

‘There's not a tonne of rules with making labels, if you understand the core, you can get creative'

EPISODE RESOURCES

https://www.hopculture.com/contract-brewing-minority-bipoc-breweries/

Vslabrand.com

https://www.mindthefont.com/

https://www.instagram.com/mindthefont/

ABOUT THE HOST

Jenna Steele fell in love with the craft beer industry while studying hospitality at Cornell University, where she graduated with a Bachelor of Science in Hotel Administration. In one of her courses, she was able to try countless craft beers, from across the US, in every style. Though the beer was good, the can art stood out. She wanted to know more about how the cans came to be.

Jenna's love for craft beer is primarily due to beers and breweries' creative and visual elements. Got cool can designs? Heck yeah.

After working in finance for a couple of years, Jenna returned to her love of craft beer. She wanted to hear the stories behind can names and designs, brewers' backgrounds, breweries, and hear from label artists themselves. So, she took it upon herself to start The Craft Brewers' Creative under her Craft brand, Beer Can Lover.

On The Craft Brewers' Creative, Jenna interviews brewers, graphic designers, marketing managers, creative directors, owners, and everyone in between about themselves and the beers they bring alive.

You can find Jenna and her craft beer content on Instagram @beercanlover

If you want to contact Jenna, email [email protected]

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