This past week beer lovers and local businesses have been taking part in Central Oregon Beer Week. The festival aims to bolster Bend’s reputation as an emerging beer destination and is a showcase for the region’s nearly two dozen breweries. With so many new beers craft brewers are being forced to adopt new skills to help them stand out from the pack.
Paul Evers and his agency TBD have created branding campaigns for craft breweries such as Deschutes and O’Dell and 21st Amendment. He says the idea that craft beer — really good craft beer — speaks for itself is only half right.
“when it’s done right, branding expresses what the product is about and what’s important to the people making it.”
“And it’s not just advertising. It’s not just packaging. It’s everything that that company does. It’s their employment policies, the trade policies that they adopt, what does the president say in a press release. All of those things inform an impression that somebody has around a brand.”
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