Kona Brewing Co. Product Launches
As Art Director, I spearheaded several product launch initiatives for Kona Brewing Co., focusing on creating a wide array of print materials used at points of sale to introduce new beers to the market. This portfolio page showcases the breadth of my work with the Kona brand, emphasizing the creative use of key art in promotional materials and the art direction of product photography.
Creative Process
Each product launch provided an opportunity to blend Kona Brewing Co.'s signature laid-back, Hawaiian spirit with innovative design strategies. Working closely with a talented copywriter, we developed print pieces that not only informed but also enticed consumers. My role extended beyond layout and design; I also directed photo shoots that captured the essence of each new beer, from bottle to packaging. These images were crucial in maintaining the authenticity and appeal of the brand across various marketing channels.
Design Challenges
One of the primary challenges was the integration of existing key art—originally designed for product packaging—into new and engaging print formats without losing the spirit of the brand. The art needed to resonate with both long-time fans of Kona Brewing Co. and potential new customers, encapsulating a sense of invitation and celebration intrinsic to the brand’s ethos. It was essential to maintain a balance between innovation in design and adherence to the brand's established identity, ensuring that each piece felt both fresh and familiar.
Execution
The outcomes of these initiatives were diverse print materials that served as vibrant announcers of each new beer launch. These included but were not limited to posters, shelf talkers, and tabletop displays, each crafted to stand out in a competitive retail environment. The carefully directed photographs of bottles and packaging played a key role, providing a visual consistency that tied back to the core elements of Kona’s branding.