designing for one of america’s oldest breweries

Founded in 1857 in Stevens Point, Wisconsin, Stevens Point Brewery is the fifth oldest continuously operating brewery in the US, and the country’s third oldest privately owned brewery. From the Civil War to Prohibition, the brewery has survived some of the most influential events in American history, and always continued to evolve with the times and tastes of consumers.

For the past 25 years, Stevens Point has looked to our team to be their brand stewards and help with this ongoing evolution. Whether it be the strategic development, brand identity, packaging design and/or marketing collateral for the brewery – the partnership has been built on trust, sound strategy and great creative. As the Stevens Point business continues to grow and introduce new brands like Ciderboys, Whole Hog and Tea Runner alongside the original Point Beer, so too does the relationship between the two teams.

“Invok provides the Stevens Point brand and brewery with strong strategic input, helpful consumer acumen, creativity that sets the brands apart and a common-sense approach to a working relationship,” says Joe Martino, Operating Partner at Stevens Point Brewery.

This is the story of that relationship and how design has helped Stevens Point reach new heights.

Finding White Space with Packaging that Tells a Story

The Stevens Point and Invok Brands relationship began at a time when the beer industry was seeing a shift. There was an evolution of mainstream lagers, increased popularity in imported beers, and the craft beer craze beginning to take off. Looking to stay relevant and stand out in a crowded category, Stevens Point tasked Invok with updating their logo, brand identity, and to help create an architecture for their packaging designs that would allow for consistency and ease of recognition on shelf.

This creation of a package design architecture has given the brand a strong foundation upon which to build. By introducing a distinct, red brand band across all designs, a sense of cohesion and reliability has been achieved. From there, illustrations, type, and color are all used creatively to help tell a story that reflects the unique characteristics and use occasion of each individual beer, adding some personality and playfulness to the brand.

Since the original creative initiatives that Invok and Stevens Point worked on together, there has been a continual progression of design elements on their packaging in a top-down approach that keep things fresh yet familiar. This means that instead of completely redesigning labels every few years, small tweaks are made iteratively, such as changes to neck labels or label illustrations.

Expanding the Relationship

Recognizing increased consumer preferences and the desire for more options in the wine, beer and spirits category, Stevens Point added Ciderboys to their roster in 2012 – a hard cider that is available in select markets across the US. Thanks to the strong relationship established between Stevens Point and Invok, it was fitting for Invok to step in as their design agency and to help Ciderboys with packaging that promotes their diverse range of natural, gluten-free hard ciders.

“A fun challenge for us is the uniqueness of their brands, both in product and in creative execution,” says Tim McLaughlin, Creative Director (NYC) at Invok. “It is important for us to keep in mind the different personalities of each brand and the target audience – this allows for unique creative solutions without overlapping one another.”

With a focus on emphasizing each product’s fruitful pairings (such as apple and strawberry or apple and peach), the goal of the packaging for Ciderboys has been to find engaging ways to express the unique flavor combinations on pack. More recently, the launch of the higher alcohol content line Ciderboys Imperial and the low-calorie Ciderboys Breeze has allowed Invok to leverage different design elements and directions to best showcase the products and their USP.

“With Ciderboys, we always want to ensure that every new package design adds excitement to the overall family of products,” says Tim. “This means thinking of new ways to approach the architecture of their packaging, whether it be using a top panel more creatively or suggesting new approaches to illustration.”

In addition to the Ciderboys brand, Stevens Point and Invok have also worked together on Whole Hog and Tea Runner.

Whole Hog is a craft beer line that prides itself on bold and innovative flavors. Targeted towards discerning beer connoisseurs who are more interested in the style of beer rather than the brand, the award-winning packaging created for Whole Hog opts for simplicity and clear communication paired with flavor-forward imagery.

Tea Runner, on the other hand, is an easy-drinking hard tea that is refreshing and appeals to a younger audience. With vibrant colors and energetic font, the package design for Tea Runner speaks to the experience and drinkability of the products, all while highlighting key callouts like ABV and flavor profile.

“Regardless of project scale or budget, we strive to provide them with new interpretations of existing layouts that feel fresh but also familiar,” says Courtney Gayl, Account Director at Invok. “It doesn’t always have to be a full-scale brand refresh to allow for some nuance.”

Trust, Quality and Creativity

With each brand that has joined the Stevens Point world, it has been essential to understand their personality, target audience and points of difference to be able to successfully translate those features into eye catching package design. In many ways, Invok has become an extension of the Stevens Point team, and though each project is different, the trust and rapport established between the two teams over the years has allowed for streamlined creative processes and a strong foundational knowledge of each brand.

Whether a product is available year-round or seasonally, nationally or regionally, or whether it is focused on flavor, personality, place or occasion, the Stevens Point brands have developed a reputation for pushing the boundaries with their beverages. As such, their packaging design has needed to be just as innovative and distinct.

“One of the great things about working with Stevens Point is that they empower us through their belief in our creativity,” says Courtney. “Their support and trust really allows us to deliver some innovative designs. Not to mention the free beer samples - that’s a fun perk!”

Through a combination of strategic thinking and the execution of that thinking, the relationship between Stevens Point and Invok has flourished over the past quarter century. If the brewery’s 167-year history is any indication, there are plenty more exciting projects on the horizon.