A story was put up today that fired a clear shot at small brewery branding in Australia.
This quote from new player on the market, Quiet Deeds’ co-founder Patrick Alè, will give you the gist.
“We were trying to create a really approachable craft beer that had ‘cut-through’ with its packaging – a modern design, that also had a flavour profile that didn’t alienate three quarters of the population.
“I think that’s one of the pitfalls of a lot of these craft brewers. They focus too much on the equipment and not enough on the actual brand, the packaging, the story, and getting the distribution right.”
As you may guess, that has rubbed a few people the wrong way. From a company who imports a sickly sweet cider, that admittedly is well branded and extremely popular, it reads as though they think good beer in Australia needs saving, and they are the ones to do it.
It reads as though they think the other players in the market need a lesson and they are the ones to teach.
It reads like patronising marketing bullshit.
There are many local brands that have great, clear branding, with a solid story. Admittedly there are some horrendous labels out there but many of them have great beer inside and are brewed by fine people who would rather put out quality product than get on their high horse about their competitors.
I’m offended on behalf of them (whether they want me to or not). I’m offended for the whole industry.
And you know what is really taking the piss? Their branding is terrible.
“Quiet Deeds… for those who would rather toast than boast”.
Come on bro. That’s what you’re bringing to the party?
And somehow the packaging is worse than their tag line. Some sort of floating yellow brick pattern over red text with a bold drop shadow. That’s what they think passes for strong branding and packaging?
Your modern design looks more like a video game from the mid 90s.
Sorry Quiet Deeds but until you can prove that your here to be part of what is one of the friendliest, most interesting and exciting scenes happening globally – and not enter the market with insulting jibes about the people who have worked hard to contribute to this amazing industry; then you don’t get my respect.
You might not want to “alienate” anyone with flavour, but you are already alienating us with your spin.
Part II is up here: http://aleofatime.com/2013/04/23/dirty-deeds-ii-the-cleanening/