Both a source of inspiration and an invaluable reference tool, Big Book of Packaging Prototypes provides a visual catalyst for the creation of exciting package designs. The diverse range of carton ...
By Ron Romanik
The Lion Brewery, one of the oldest remaining breweries in Pennsylvania, recently tapped Little Big Brands in Nyack, NY, to overhaul their signature Lionshead and Stegmaier brands, as well as the brewery identity. Though long a popular beverage in the Pennsylvania college scene, Lionshead was viewed widely primarily as a value brand. The Stegmaier brand had grown disjointed and was perceived as a quality brew whose time had come and gone.
Ron Hammond, CEO of The Lion Brewery, took over the brewery in November of 2007 knowing that the legacy brands would need updating in short order, especially Stegmaier. "The Stegmaier packaging forced us to sell the beer at a less-than-premium price," explains Hammond. One of the big pushes for a fresh start came when Union Beer Distributors of Brooklyn, NY, happened along looking for new craft beers to introduce to restaurants in Manhattan and the surrounding region. They told Hammond that Stegmaier tasted great, but the packaging did not match the quality of the beer, stressing: "You have to give us a package that can stand up to beers in New York City."
The legacy of Charles
Charles Stegmaier established the Stegmaier brand in 1857, and the Stegmaier Brewery was once one of the largest independent breweries in America. When the brewery closed in the '70s, and the beer began trading hands, the brand image took a nosedive. Little Big Brands was tasked with creating something that Charles would be proud of and finally get this brand back on track.
Essentially, the goal was to make customers feel good about buying Stegmaier. Other goals were to consolidate the three main varieties while keeping a system that was open to new varieties. A serious identity upgrade and high quality materials and printing were at the heart of the upgrade.
"Stegmaier has such a rich tradition but the packaging no longer reflected that," says John Nunziato, creative director of Little Big Brands. Through a thorough audit of the brand, the firm found that the common Stegmaier perception was of a heavy lager. The design's uncoordinated variables did not help convey the traditions of the brand.
