The Craft Beer Marketing Awards (CBMAS) Honor the Best Beer Marketing and Design From Across The World.
The Craft Beer Marketing Awards, “The Crushies" feature categories that celebrate the very best of beer marketing and the teams, and individuals behind them. Breweries, agencies, artists and marketing partners enter the worlds top work in the beverage space .
Find all the 2023 winners HERE.
GLOBAL CRUSHIE for BEST CAN DESIGN / BEST BEER SERIES
Turn It Up Media / Zuni Street Brewing Company (Denver, CO)
Description: Denver’s Zuni St. Brewing leverages the depth and negative space of the brewery logo to expand and utilize the logo as 100% of the can body design. By reversing and repeating the brewery logo as the main packaging design elements, the negative space of a partial tree creates a full tree and is utilized as the beer brand “badge” of the can (area with brand name, style, ABV and brewery name). This logo/brand extension is not 100% visible in the standalone logo, and since the partial tree is negative space without a border, it is not always noticeable, but comes to life through the can design. The design is executed with two main colors per brand and implements a fade of the differing levels of sunlight and nature through tonal phases and opacity of the design. The logo remains whole on the facing beer brand badge, but embodies the different individual flavor brands because of the use of negative space and both colors across the line up. The consistent design structure, placement of the brand elements and brewery logo creates consistency with the series and allows the individual brands to be intensely differentiated by bold colors that encompasses the negative space and provide a strong color blocking opportunity for the series on the shelf and at the point of purchase.
GLOBAL CRUSHIE for BEST CAN DESIGN / CAN SLEEVES (ALL SIZES)
Turn It Up Media / Cold Queen Kolsch, Zuni Street Brewing Company (Denver, CO)
Description: The brewery’s first packaging design leverages the depth and negative space of the brewery’s logo by expanding and utilizing it as 100% of the can body design. By reversing and repeating the brewery’s logo as the main packaging design element, the negative space of a partial tree creates a full tree and is utilized as the beer brand “badge” of each can (area with brand name, style, ABV and brewery name). This logo/brand extension is not 100% visible in the standalone logo, and since the partial tree is negative space without a border, it is not always noticeable, but comes to life through the can design. The design is executed with two main colors and implements a fade of the differing levels of sunlight and nature through tonal phases and opacity of the design. The colors chosen for Cold Queen communicate the harsh nature of the queen, the crisp and clean flavor of the beer, and mimic the arctic winters of Gunnison County, CO (colloquially referred to as “Colorado’s Icebox” and home to Crested Butte), where Zuni St.’s 2nd location is set to open in 2024.
GOLD CRUSHIE for BEST CREATIVE BRANDING / BEST BREWERY REBRAND
Turn It Up Media / Zuni Street Brewing Company (Denver, CO)
Description: This is a brand refresh for Zuni Street Brewing Co. There are way too many Colorado breweries featuring a mountain and some form of sun rays in their graphics. As native Coloradoans who are expanding their Denver-born operation to a 2nd location in the mountains of Crested Butte, the brewery was emphatic about maintaining these truly Colorado elements, but sought a way to differentiate themselves from the masses. The most unique aspect of this logo design is the visual depth created between the negative space of the tree, mountain and sun rays. By utilizing the negative space without border the design instantly becomes a game of Magic Eye to identify the portion of the tree in the foreground and body of the mountain. By eliminating the potential of a border, the design creates consistency with an unlimited appetite for color pallet that translates particularly well for can designs, merchandise and elsewhere. Although there is a mandated color pallet for the standard / traditional logo, there are two versions outlined here for the single color logo to accomplish the variety of opportunities in the market without a traditional border in an effort to utilize the strength and depth of the negative space.
GOLD CRUSHIE for BEST BRAND IDENTITY / SELL SHEETS
Turn It Up Media / Berthoud Brewing Company (Berthoud, CO)
Description: Understanding the multitude of challenges, responsibilities and distractions retailers and sales reps face every day, we develop clear, concise, and complementary sets of tools that include a sales sheet that: (a) assist the sales team every time they walk in the door, (b) serve as all-encompassing informational (Imagery, UPC, Pricing, Config, Style, Tasting Notes, ABV, Key Features, brand story) leave-behind pieces when buyers and key stakeholders aren't available, and (c) function as easy-to-produce and versatile pieces that make an impact in high-visibility locations in any kind of account. (d) backside of the sales sheet can be utilized as a POS Poster.