Dragan Brewing and Wine Company
Role: Vice President of Marketing / creative team
Challenge: How to transform an idea into a brewery
3 years ago, my former associate approached me with an idea which launched us into an incredible journey to breathe life into the Dragan Brewing and Wine Company brand.
Firstly, we had to create a logo that not only encompassed the essence of the brand, but something that the Canadian Craft Beer market has never seen before. The Dragan Brewing and Wine Company’s logo goes beyond a mark, it is a crest; I decided to go towards a coat of arms look. It symbolizes the shared value of family and community meanwhile showcasing the degree of professionalism that Dragan brings to its customers.
The Products
Once we had our first beer, the next was finalizing the look of the product. Customers spent only milliseconds scanning a shelf for new craft beers especially in a market where there are countless craft breweries appearing faster and faster. We had to create a product that would grab the attention of a passing shopper and entice them to pick up the can.
We had initially explored an illustration heavy label, full of colour and a strong image, however, we mocked up that design along side other LCBO top sellers and came to the realization the can was missing the mark and bleeding into the shelf.
So back to the drawing board, and we finalized on this design. A label with an intricate detailed illustrations balanced out by the strong negative space to help balance the composition of the label without looking cluttered but clean and crisp.
The consecutive products showcased their own personalized illustrations to reflect on their story and the background of each beer.
Click on the images to see the final design on cans.
Since then, Dragan Brewing has had numerous brands available in the market through Loblaws and affiliate store locations (Fortino’s, Real Canadian Superstore, Zehrs, Your Independent Grocer, No Frills, Loblaws), and LCBO locations across Ontario. The eye catching design was capturing customers and especially with Dragan’s first beer hitting the market for the first time, it was important to leave an impression with the customer. The label was working, and the product matched the quality.
Customers were impressed.
Before we had even gotten into grocery stores and LCBO’s we made sure to celebrate the partnerships we created with our restaurant licensees highlighting them and their success.
Other Products
Negroni Flavoured Soda
During my time at Dragan and especially during the pandemic, we were seeing an increase in health conscious drinkers. Therefore, we had created a 0% alcohol, 10 calories, 2g sugar Negroni flavoured soda.
In addition, we created glassware corresponding to each of these beers for a complete and full experience for the consumer.
Finally, with license and permit in hand, we had everything we needed to start our bricks and mortar, and with that, Dragan Brewing and Wine Company is now open in St Catharine’s within the Niagara Region, Ontario, Canada.