Dundee’s redesign adds personality to the brand
25 September 2008 | By Popsop Team
High Falls Brewing Co. has introduced new graphics for its Dundee Honey Brown cans using Eyeris enhanced beverage can printing technology from Ball Corporation.
Printed offset in six colors, the can graphics feature a 150-line screen, which is likely the highest graphic resolution ever achieved in full-scale, beverage-can production. Conventional can printing is said to provide line counts of 85 to 100/in.
Earlier this summer, High Falls Brewing Company’s signature craft beer line J.W. Dundee’s became, simply, Dundee. The Rochester, NY, brewer redesigned its packaging to better represent the meticulous crafting that goes into every beer and chose Ball’s Eyeris technology to produce the can graphics for its flagship brand, Dundee Honey Brown.
“Our new packaging initiative was to correctly position the Dundee portfolio within the craft beer category,” said Patrick Magallanes, vp, marketing, High Falls Brewing. “When we were looking at options for production on our cans, it was quite clear that Ball’s Eyeris technology would give our Dundee Honey Brown package the most authenticity as a craft beer in a craft can.”
The graphics redesign encompasses 11 Dundee brews, including seasonals, handled by Martino Flynn to unify the company’s bottled offerings. The revamped look also gives the products personality, according to Magallanes, including a brand-specific story for each style ale or lager. While some colors and elements remain for consumer familiarity, he says the redesign was intended to be transformational, rather than transitional.
“We’re a small company that doesn’t rely on advertising,” Magallanes says. “We sell through the packaging, which now makes us look like an established national brand.”
Dundee has been pleased by the results for the can and for the entire redesign. “The redesigned packaging is selling ‘hugely’ for us,” he says. “The new graphics have resulted in our single Oktoberfest introduction outselling all our 2007 seasonals combined.”
Popsop.com
Tags: alcohol drinks, beer
