Lagunitas made the decision to change their label for several reasons, with the main goal being to create a cohesive and unified brand system that reflects their personality and showcases the unique qualities of their brews. The existing packaging was not effectively communicating this to consumers, and they wanted to improve the overall consumer experience.
One of the key factors that led to the label change was consumer research. Lagunitas conducted extensive research to better understand how their brand and packaging were perceived by their target audience. They found that the existing labels did not effectively convey the personality and essence of Lagunitas as a brewery. Consumers felt disconnected from the brand and were not getting a clear sense of what to expect from the beers inside the packaging.
The research also revealed that consumers wanted more information about the beers they were purchasing. They were interested in learning about the brewing process, the ingredients used, and the flavor profiles of each beer. The previous labels were lacking in this aspect, providing little to no information beyond the basic beer name and style.
Additionally, Lagunitas recognized the importance of creating a consistent look and feel across their portfolio. They wanted consumers to instantly recognize a Lagunitas beer on the shelf and have a sense of familiarity and trust in the brand. The previous labels varied greatly in design, making it difficult for consumers to identify a Lagunitas beer at a glance.
By changing their labels, Lagunitas aimed to address these issues and create a more engaging and informative packaging that would resonate with consumers. They wanted to tell a story through their labels, sharing the passion and craftsmanship that goes into each brew. The new labels would provide a consistent visual identity, making it easier for consumers to spot a Lagunitas beer and connect with the brand.
In my personal experience as a sommelier and brewer, I understand the importance of packaging and branding in the beer industry. A label is often the first interaction a consumer has with a beer, and it can greatly influence their purchasing decision. If the label doesn't effectively communicate the story and personality of a brewery, consumers may be less inclined to try their beers.
Moreover, as a consumer myself, I can relate to the desire for more information about the beers I purchase. When I see a beer with an intriguing label that tells me about the ingredients used, the brewing process, and the flavor notes, it piques my curiosity and makes me more likely to try it. Lagunitas recognized this consumer need and took it into consideration when revamping their labels.
Lagunitas changed their labels to create a stronger brand identity, provide more information to consumers, and ultimately enhance the consumer experience. By doing so, they aim to build a deeper connection with their target audience and showcase the passion and craftsmanship that sets their beers apart.