Good beer project is a project held by a local craft beer company; they believe that most people want to do good. There needs to be a more spontaneous and pleasurable way of going about it. Good Beer Project connects consumers with donations for social and environmental causes; they care about within the social patterns of their daily lives. To put simply, for each beer sold, they donate 30% net profit to a designated charity, and the rest is saved for future product launches and marketing.
We response to design the craft beer can for the project. As a sender, we do an interesting design to encode this meaningful message on the beer can. We put a hand shape graphic on the can.
So when a customer picks up a beer can, it will show that two hands are picking up the can, which means that the customer and the brewery go together to borrow the beer and take care of the people in need. We named each can of different beer a different role, and that role would be related to the charity beneficiary. For example, we called the beer that helped Save the Children Hong Kong as Captain Wonder. So the hand in the design of the beer can have the shadow of Captain America. The surrounding illustrations also have a paradise, giving the feeling of happiness, hoping to save the children into paradise and enjoy pleasure.
However, the feedback we got from consumers’ receivers is that they find the beer’s name Captain Wonder interesting. They also feel curious and unique because they have a hand that holds the beer can. The overall beer can be taken feeling joyful and colourful is like being in a paradise. Besides, because there are cookies on the beer cans, they think of Captain Odd being related to cookies.
Although there are texts on beer cans to explain the concept of this good beer project, which is to donate 30% of the beer income to charities, no one can understand that the hands on the beer cans and the hands of the customers are used to help the charity. Significance. All were curious about having one hand on the beer can.
Besides, using the beer can deliver the brand idea instead of the product itself may not be a good idea. Customer may not ignore what they drink and just simply supporting the donation concept. Since the client told us that some customers might not know what they want to revel in a pub, they may just order because of some tricky name, even some other craft beer brand, named “Whatever” as the beer name. But we can not see this single scenario as the sample to shape the brand. The proper way to do is focusing on the craft beer product which can differentiate from our competitors, and it really helps for the long-living brands.
