With the craft beer market booming, having a label that pops can be the difference between blending in and standing out. Craft breweries are booming but the competition is tough. A beer label that tells a story that resonates with your target market not only gets attention but also gets noticed. So what do you put on your label to make your beer stand out?
Here are 6 things to put on your beer labels
1. Color and Strategy
Color isn’t just about looks – it’s about emotion and personality. Bright, bold colours can mean adventurous flavors, while muted tones can mean a more classic or elegant brew. Think about what your beer is. Is it a light, summer ale or a dark, mysterious stout? Match your label colours to the beer.
For example, Anchorage Brewing’s “Deal with The Devil” uses dark wax and skeleton imagery to reflect its intense flavor and high ABV. The design alone tells the customer this is a big, bold beer.
2. Unusual Label Size and Shape
Standard labels are okay but custom shapes and sizes make your product stand out. Consider die-cut labels or wrap-around designs to differentiate your brand. Dogfish Head Brewery plays with non-standard label layouts so their packaging is instantly recognizable.
Match the label to the bottle or can size. A big bomber might need a full-wrap design, a small can might need a minimalist label. Don’t be afraid to break the rules.
3. Typography That Tells a Story
Typography can be playful, serious or modern but above all it needs to be legible. The fonts you use should match your brand. A vintage font might evoke nostalgia, bold, blocky text might appeal to adventurous drinkers.
Cerebral Brewing in Denver uses clean, simple typography across all mediums so their branding is consistent and recognizable. Think of your font as an extension of your beer’s personality.
4. Clever and Subtle Imagery
Imagery can add to your label’s story. Whether it’s abstract, hand-drawn or photographic it should match the beer. Traditional beers use minimal graphics, craft beers go big on design.
Franco’s go for minimalism, using simplicity to mean class and tradition. 21st Amendment use cartoonish designs to mean fun and rebellious.
5. Copy That Grabs and Describes
Space on a label is limited so choose your words wisely. Highlight key flavors, the brewing process or the story behind the beer. Add a brief narrative or tasting notes and customers will be into the experience before they even take a sip.
Newburgh Brewing Company use their labels to tell a backstory so customers feel connected to the brand. Craft clever, short descriptions that make customers curious.
6. Legal Stuff
Your beer label isn’t just a creative canvas – it’s also a legal document. Make sure to include:
Net contents (e.g. 12 oz, 16 oz)
ABV
Class and type of beer
Brewer or bottler’s address
Country of origin (for imports)
UPC code (for retail sales)
The Alcohol and Tobacco Tax and Trade Bureau (TTB) outlines the rules for beer labeling. Follow these and your beer can be sold.
Ready to Get Started?
Crafting the perfect label is a mix of creativity, strategy and compliance. Once you have your design ideas sorted, consider working with a professional label printer to bring it to life. Unique shapes, premium materials and innovative designs will set you apart and make your beer stand out on the shelf.
Begin with your brand. Be bold. It’s a label not just a pack.
