How to Name a Beer

It was almost a year ago that I published a post laying out the difficulties of naming a brewery. Eleven months later, and with a bunch of new breweries popping up in New Zealand, none of which have ‘dog’ in the name, it’s high time we discussed the other side of the coin.

Beer names are an integral part of a brewery’s brand and identity. Just like a good brewery name, a good beer name attracts customers and ultimately, can sell more beer. And just like naming a brewery, there are certain pitfalls that brewers both young and old can fall into.

The advice I’m going to share with you is not meant as the be-all-and end-all, only a guideline. They’re my opinion only, and your gas mileage may vary. I have, however, built these guidelines over years of interacting with customers, and seeing what does and doesn’t seem to work. Of course, no offence to any brewers I use as examples. It doesn’t reflect on the quality of your beer, and if you’ve been calling your beer by a certain name for years, I am by no means suggesting you change it.

1. Make it Catchy

I realise I’m starting with a rule that’s incredibly difficult to define. What makes something catchy? Seems like almost a “I know it when I see it it” situation. But let’s take a stab at defining it anyway.

A good place to start is keeping it short and simple. Beer names can be longer than brewery names, sometimes substantially longer. Choice Bro’s I’m Afraid of Americans would be a good example of a long name that I think works (we’ll get to why names work soon).

Im_afraid

the art works nicely too.

But there is always a limit, and in my experience, if a customer can’t pronounce and/or remember the whole name of a beer from the time they’ve read the menu to when they make it to the bar, they’re less likely to order it or recommend it to a friend. The Moon Dog/Yeastie Boys collaborative beer Peter Piper’s Pickled Pepper Purple Peated Pale Ale (AKA The 7 ‘P’s) suffered from this.

Beyond keeping it short, what else can make it ‘catchy’? Hard to say. Poetic devices tend to help. Things like rhymingassonancealliteration and consonance can help. Names like Pils ‘n’ Thrills, Double Trouble, Red Rocks Reserve, Sauvignon Bomb employ these devices.

Likewise, humour can be a great tool for naming beers. In my experience, people can remember jokes easier than names. Puns and in particular beer-related ones, are often popular – like Four Horsemen of the Hopocalypse. But humour can be a double edged sword. Which brings me to…

2. Keep it Classy

Beers do need to be named in a manner that make them sound appetising. You might think it’s really funny to name your Porter with cacao nibs ‘Chocolate Starfish‘ (and so might your close friends), but be warned, a lot of people will be put off by the name and/or assume your beer literally tastes like arse. Also, I’m going to assume the people making/naming the beer are exactly the kind of horrific Dudebros we’ve all spent so long trying to exorcise from our industry and community.

Simple crassness aside, keeping it classy is a good principle to guide not only naming, but all sorts of branding and marketing decisions. I’m talking about controversy here. Stirring up controversy with a name that could be (or just is) sexist, racist, homophobic, etc. may be a cheap way to get media attention short term, but is a bad foundation for building a long-term customer base.

I won’t go into detail but I think we all know of breweries that have adopted this technique in the past. Ask them how it’s gone. Or I suggest reading Jim Vorel’s really excellent piece on the subject.

3. Themes are Good. sometimes.

Many breweries have themes to name their beers. For example Choice Bros. Uses Bowie lyricsPanhead has a hotrod motif (Super Charger, Blacktop, Boss Hog and so on), whereas Bach Brewing uses a beach theme in their beer names (Crayporter, Kingtide, Driftwood). Themes can be a great way to get build a consistent brand across a range of beers and in your customers consciousness. But they can get you into trouble in two different ways.

ParrotDog beer nice.

ParrotDog beer nice.

The first is slavish adherence. Breweries who stick too closely to a naming theme can end up painting themselves into a corner. ParrotDog for example, used almost exclusively dog or bird themed double-worded names for their beers (BloodHound, DeadCanary, BitterBitch). But coming up with names that fit that scheme is difficult, and we gradually saw them shift away from it with names such as RiwakaSecret, Pandemonium, and the RareBird series. Coming up with new beer names is hard enough, and imposing arbitrary restrictions on yourself only makes it harder.

The second way naming themes can get a brewery into trouble is when they make each of your beers essentially indistinguishable. For a really great illustration of this, we need to look overseas. Russian River, from Santa Rosa California. Their Barrel Aged/Belgian inspired range all have names that end in ~tion. As in: Redemption, Consecration, Damnation, Sanctification and so on. Now I’ve had a decent number of these beers, but I couldn’t tell you which ones. They’re all really excellent beers, but they’ve all sort of blended into one in my memory.

Likewise when naming beers, numbers are not your friend. Founders for example, uses years to name their beers – 1946, 2009, 1854, and so on. Again, I’ve had all of them, but could I tell you which one’s which? Nope.

4. Does it Do What it Says on the Tin?

In point five of How to Name a Brewery, I elaborated on the need to choose adjectives carefully – if you use an adjective in your brewery name that could theoretically apply to beer – a flavour, colour or aroma, customers will assume that it applies to your beer.

Now forgive me if it seems like I’m stating the obvious, but this principle applies doubly to beer names. The reason I am stating the obvious is that breweries still do it with surprising regularity. Infringements on this principle can be relatively minor – for example Townshend Black Arrow Pilsner which customers occasionally mistake for a dark beer, but because of the word ‘Pilsner’ mostly gets away with it. But sometimes a misplaced descriptor can cause real havoc with customers.

Pictured - one of my favourite Pilsners in New Zealand.

Pictured – one of my favourite Pilsners in New Zealand.

I still have vivid memories of pouring a beer at Hashigo (quite a few years ago) that committed this sin – Liberty Brewing Sexual Chocolate1. Sexual Chocolate was a beer that, although somewhat sexy, was not very chocolatey at all (it was a hoppy Brown Ale). Customers would order a Sexual Chocolate, and then almost immediately return it, claiming I’d poured the wrong beer: they were expecting a chocolate porter.

Eventually I started warning customers: “this beer is not very chocolatey, do you want to try it before you order?” If your beer needs to come with a disclaimer, then you should probably reconsider the name. I like to call this the ‘Does it do What it Says on the Tin?’ test.2

So let’s review. You’ve brewed a beer, picked out a name that’s short, punchy, uncontroversial, and accurately sells the beer’s attributes. But you’re not there yet, you have to do one more thing.

5. Google It

Maybe I should really say Untappd it, but either way, check to see if any other brewery is using the same name. On this one I’m talking from experience. Many years ago, I made a video of a collaboration brew between Garage Project and Nøgne Ø Brewery. The beer needed a name and I suggested Good as Gøld, without checking it on Untappd or RateBeer. Silly me, because it already existed. I really should have checked.

Eventually, the beer would be called 'Summer Sommer'.

Eventually, the beer would be called Summer Sommer.

Stouches over names are fairly infrequent, but double-ups can happen quite often. If a name seems absolutely perfect, there’s a good chance that someone else has got to it before you. Which isn’t to say that double-ups are necessarily a disaster. If a little brewery in another country that will never ever be seen in New Zealand is already using a name, then go right ahead anyway. But if it’s another NZ brewery using it, you need to start again, out of courtesy if nothing else.

It is, however, a different matter if it’s a really famous or iconic beer from another country. If an NZ brewery ever dared to name a beer, ‘Pliny the Elder’, ‘Heady Topper’, or ‘Sculpin’, then they fully deserve to be dragged over a bed of hot coals.


Coming up with names for anything is hard – just ask any parent. Some breweries have a knack for it, while others seem to struggle more. These guidelines are a good place to start, but they’re also not bullet proof. I can think of some absolutely terribly named beers out there that don’t technically break these rules, but are still somehow clunky, unappealing, or just sound wrong.

If a brewer ever wants to run a name past me, feel free. You can reach me on twitter any time.


 NOTES

1. There seems to be no record of this beer online except in DEEP in Hashigo’s newsletter archives

2. Strangely enough, Yeastie Boys did the exact same thing with their beer Kid Chocolate, which had almost nothing chocolatey about it at all. Yes, that was released seven years ago. I have a long memory and I’ve been doing this for a long time. 

Garage Project Photo-Chop-Shop

Every year at Golding’s we’ve run an event with Garage Project as an SPCA fundraiser. A sort of tap takeover/bring your dog to the pub day. This year was a raging success and collectively we raised over $6000 for the Wellington SPCA. Absolutely Stirling.

One of the things we decided to do was rename every beer on tap with dog/animal puns. Sounds easy enough. We’ll just change the name on the menu board, and that’s sorted. Oh, and I got asked very nicely, if I could please change the tap badges to make them more ‘doggy’.

Well now, messing around in Photoshop is one of my favourite ways to waste time when I should be doing more important things at work. We had eight beers to re-brand, plus one new beer that required all new art. Whilst some came out better than others, overall I’m pretty pleased with the end results (if I do say so myself). I thought I’d share them here.

Credit to Mattie, Ian and the Garage Team for the dog puns.

Death From Above

At Golding’s we use a rectangular tap badge, quite unlike what most other bars use. So my usual technique is to take bottle labels or posters, then crop and shrink them down to size. With Garage project I’m usually pretty blessed. They frequently commision artists to create unique label art. In this case, it’s Tim Gibson of Flying Whities who made the original:

DFA

And our version…

HE WILL KILL YOU WITH CUTENESS!

HE WILL KILL YOU WITH CUTENESS!

Baltic Porter

The original is designed by ALC, and features a boxing Russian Bear.

GP Baltic Porter

For out version, I nicked a wolf head from another piece of ALC art and popped it on the bear’s body (because wolves are dogs, right?).

 

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Mon P’tit Chou

Mon P’tit Chou means “my little cabbage”.

MonP_titChou_Poster_417x591_150dpi_1024x1024

The original art reminds me very much of the work of a wonderful artist Stasia Burrington. So I cycled through her portfolio to find something doggy that still had the right feeling basically stole it wholesale (sorry, it was for charity).

MON PETIT CHIEN

Mon P’tit Chien means ‘my little dog’. This badge presented an interesting challenge – typefaces. Swapping the image was easy, but altering a unique lettering, that’s difficult. For expediency, I started from scratch, and went with a typeface that evoked the right feeling for me.

China White Beyond the Pale

Beyond the Pale - A2 Poster

Silhouette of a bottle? No problem. How about Silhouette of a cat? I had cats growing up, so I couldn’t resist a kitty reference somewhere in here.

BEYOND THE TAILRecreating the background was the hardest part of this one. In fact, I feel like this is perhaps the most slap-dash of all the badges I made. Then again, I was on a deadline and I feel I got the jist of it.

Hapi Daze

6f5740b0b53838786116172a51510575

This is another Tim Gibson work. It’s pretty great. All I had to do was change the words and drop in a doggie with a frisby.

YAPPY DAZEWhilst doing this one, I noticed for the first time that the chap in the lawn-chair is blazing a splif…

For him, life is sweet.

For him, life is sweet.

Hops on Pointe

This one I’ll admit to copping out on. The art simply does not crop well.

HOP_TBforShopify_500x500_150dpi_49a72ba7-f9ac-4100-9bfc-53ca1d93b680_1024x1024

So basically I simplified the whole design, added an ‘R’ and popped in a few paw-prints.

HOPS ON POINTER

L’il Red Rye

This was my easiest job of the lot, being the most canine-related of all the GP bottle art I was working with.

LilRedRye_TBforShopify_500x500_150dpi_1024x1024 (1)Again, text presented the biggest challenge. I don’t love the text I went with, but it was the best I could wrangle. As for the doggies, a little palette swap to make them more Retriever-y and…

L'IL RED RETRIEVER

Angry Peaches

This is both one of my favourite Garage Project beers, and the badge I’m proudest of/spent the most time on.

AngryPeaches_Poster_417x591_150dpi_1024x1024

It’s also, coincidently, the badge that had the most Photoshop-trickery/bullshit go into it. Can you spot any?

ANGRY POOCHES copy

My only wish is that I’d made the top dog blue. Otherwise, FUCKING NAILED IT!

Tummy Tickles Brown Ale

So we had one more beer to make a completely new piece of art for. Tummy Tickles was a one-off small-kit brew batch of a hoppy Brown Ale. So basically, one of my favourite styles of beer, ever.

I had a concept, which was fake/subversive Victoria encyclopedia illustrations. I think that there’s potential for an entire brewery brand to be based around this idea (Remedy Brewing has played with something similar).

Here was what I came up with:

TUMMY TICKLES FINAL

I think I can safely say I nailed the look I was going for.

How to Name a Brewery

With so many new breweries opening in recently and no doubt more opening in months to come, there’s a discussion we need to have: how to name breweries and beers. This post is going to be related to the former rather than the latter (I’ll write that next). Both I think, are very important, because of one simple truth:

A good name attracts customers and sells more beer. A bad name discourages customers and will lose you sales. 

This is a simple fact that I’ve observed from almost six years of selling beer to the public. There are also quite a few pitfalls that new breweries can fall into when it comes to naming themselves and their beers.

Now I know what you’re thinking and I totally agree: surely the quality of what’s in the glass should be more important than what it says on the label. Yes, it should. But getting your beer into the hands of first-time customers is also important. You want your brewery name to stick in someone’s head and, if your beer impresses them, you can create something valuable – a returning customer.

It’s true lot of brewery names come from stories. Stories are good. Stories help build a brand. ParrotDog was founded by guys who owned a parrot and called each other ‘Dog’. That’s great. But stories are not what I want to talk about here. I’m more interested in the mechanics of what makes one brewery name work better than another.

I had originally intended for this post to list some hard and fast rules of how to name breweries The more I thought about it, the more I realised how much of this is subjective. But in my six years I’ve poured more beers than most people will drink in a lifetime. There are certain things about brewery names that I see trip-up customers time and time again. Here are a few, what I guess you’d call ‘guidelines’ to avoiding some of the major pitfalls of naming a brewery.

No offence to any brewers I use as examples. Firstly this is no reflection on the quality of your beer. Secondly, quality of beer is ultimately more important. A bad brewery name is no reason to turn your nose up at a good beer. Third, if you’ve had your name for years and you’re doing just fine, then by all means ignore this post. This is more directed at the newcomers. Alright, let’s do this. And we’ll start with perhaps the most important point first.

1. Keep it Short

Short is good. Short is dynamic. Short is easier to remember. Brewery names need to be direct and to the point. It should be one or two words, three at most (but only if one of them is ‘and’ or ‘the’). This doesn’t include the words ‘Brewery’, ‘Brewing Company’ or similar, which naturally get sliced off the end in conversation. Nobody ever refers to Brew Moon by its full name: ‘Brew Moon Brewing Company’. Brew-Moon What I consider to be good brewery names are a handful of syllables that roll off the tongue and are away: ‘Liberty’, ‘8 Wired’, ‘Three Boys’. These are simple words that you can say without tripping-up over. There’s a very good reason for this – when written on beer labels, tap badges or menu boards or spoken to bartenders, brewery names sit in front of a beer name. Let’s take an example: 8 Wired Hopwired IPA – Good. Quick, easy, to the point (some people don’t like the repetition of ‘wired’ in the name, but that’s a different discussion).

All G.

Everything as it should be.

Sometimes however, customers get confused about this name and refer to 8 Wired as ‘Number 8 Wired’ or occasionally ‘The Number 8 Wired’. Fair enough, it’s an easy mistake to make as the name originates from number 8 wire. But for argument’s sake, let’s give that a go. The Number 8 Wired Hopwired IPA – Bad. A clunky mouthful.

This is why we can't have nice things.

This is why we can’t have nice things.

Beer names can already lumbering enough, if you’re going to hitch it to an already difficult brewery name, you’re not doing yourself or your customers any favours. But how long is too long? Hard to say. Two breweries that I think are pushing acceptable limits of syllables are ‘Garage Project’ and ‘Beer Baroness’. I think both get away with it, Garage Project because it has a nice structure, and Beer Baroness because it has alliteration, but that’s just me.

2. Names of People/Places are Perfectly Acceptable

There are quite a few breweries named after the brewer. Sometimes it’s a first name, like Mike’s or Dale’s. More frequently, It’s a surname:  Townshend, Gailbraith’s, Croucher, Harrington’s, Emerson’s, Fitzpatrick’s, Cassels and so on. Very rarely, it’s both first and surname – I’m looking at you, Ben Middlemiss.

Perfectly fine. Except maybe the 'Crisp'...

Perfectly fine. Except maybe the ‘Crisp’…

Likewise, place names are commonly used: Invercargill, Baylands, Coromandel, Hot Water, Kaimai, Queenstown, Arrow, Waiheke, etc. This is also a good option, although I guess it might reduce your options of changing where your brewery is (Baylands is not on Baylands Road anymore). Personal or place names are perhaps the least interesting way to name a brewery, but they are basically functional. I think names like these are a good option because they usually obey rule 1. – They’re short and informative. Although, as I type this I realise I shall never found a ‘Jauslin’s Brewing Co.’ as no Anglophone can ever say it properly…

3. No More Dog Breweries

Animal names are another popular choice, and seem to work fairly well. They also tend to be short and to the point. Some go simple – just the animal name. Tuatara, Moa and Kereru fit this bill. Others, like to use what I call the ‘Indie Band’ approach. A trend in recent years amongst indie bands is to use a something-animal’ name. Hence: Modest Mouse, Fleet Foxes, Frightened Rabbit, Wolf Parade, Tame Impala, Arctic Monkeys, Band of Horses, Grizzly Bear, Deerhunter, and so on (it’s a regular Animal Collective).  Similarly, in the brewing world, we have Golden Eagle, Golden Bear, Monkey Wizard, Velvet Worm, Pink Elephant, Crafty Trout, and I could go on. Animal names are a good option, with one notable exception: Dogs. You see the problem is, people come in and say “I want that ‘Dog Beer’ please,” and I really can’t help them because in New Zealand, we have:

That may not seem like many but they may, even in the New Zealand context reasonably also be referring to:

  • BrewDog (Scotland)
  • Moon Dog (Australia)
  • Flying Dog (USA)
  • Dogfish Head (USA)

I’m officially marking New Zealand as above quota on ‘dog’ breweries. No more guys, we’ve got too many already. In fact a search for ‘Dog’ on Untappd brings up 760 brewery results. Forget New Zealand, the whole world has too many dog breweries.

4. Jokes Get Old

So you’ve come up with a clever pun or something, and you think you’re going use it to name your brewery. That’s cool, but keep in mind one thing: you will be repeating that joke again, and again, and again. It gets less funny every time (this is known as The Bee Sharps Effect). Now this isn’t an issue if the name works well regardless of the joke. I’m thinking of Yeastie Boys here. “Yeastie Boys! Haha, it’s a music-themed brewery riffing on The Beastie Boys!” But underneath that joke, I find ‘Yeastie Boys’ to be a nice, short, chewy-sounding name. YB But what if the name isn’t so good? Well then the joke just sits there being repeated, again and again. And it’ll be repeated a lot. It’ll be tacked on the front of every beer you brew. It’ll be plastered on menu boards and tap badges. You will never escape it. Fork & Brewer, I’m looking at you guys. The Cameron Slater school of humour. Yeah. Nah. Sorry Sean, Colin, Neil and Kelly. I really like your beer, but I think you should have stuck with Bond Street Brewery.

5. Choose Descriptors Carefully

A lot of brewery names have descriptive words in them – Pink Elephant, Wild & Woolly, Fat Monk and so on. These are all fine. But choose your words carefully, because if you include a descriptor in your brewery name that frequently applies to beer, many customers will automatically assume that descriptor applies to any beer you make. What do I mean by that? Well, let’s look at the two most common examples. First of all, ‘hop’. As in: Twisted Hop, Dr. Hops, Hopmonger, Hophugger, Hop Federation, Hop Baron, Hops Valley, etc. Besides being incredibly unoriginal at this stage, having ‘hop’ in your name can put off many inexperienced customers who see the word on a menu and automatically steer clear of it, because for whatever reason, they’ve decided they don’t like hoppy beer.

It might also be a time to call a moratorium on 'Hop' names as well...

It might also be a time to call a moratorium on ‘hop’ names as well…  Although three of these breweries are no longer operating.

Likewise, but perhaps for another reason, be wary of the word ‘golden’. As in Golden Eagle, Golden Bear and Golden Ticket. Inexperienced drinkers see the ‘golden’ on a menu and automatically assume the beer in question is a lager of some sort (the same but opposite may apply to the ‘black’ in Black Dog).

Think I’m kidding? I’ve had customers come up to the bar and ask me: “So this Golden Bear Seismic IPA, that’s like a Pilsner, right?” or “Golden Eagle Coalface Stout, that’s a lager, yeah?” Or they just order a Coalface (which is an awesome beer by the way) and look at me blankly when I put a pint of black beer in front of them.

Now I know ‘Coal’ signifies dark and ‘Stout’ should clinch the deal, but what needs to be understood here is that a large slice of customers, perhaps even a majority of the people who drink all the ‘craft’ beer in New Zealand, are not Beer Geeks. They may not know the difference between a Lager and a Stout. They may assume all Lagers are pale, and all ales are hoppy. They may have all manner of assumptions they have picked up or been taught over the years.

I’m not saying we need to pander to or talk down to this demographic (that’s patronising behaviour that breeds resentment). I’m just urging a bit of forethought as to as to how your brewery name will influence customer expectations.

6. No. More. Fucking. Dog. Breweries.

If you’re opening a brewery and you, even for one moment, consider giving it a ‘dog’ name, I will come around to your brewery, open all the valves on your tanks, and then beat you to death with your mash paddle. I don’t want to go to prison.

Please don’t make me.

My Secret Alter-Ego

Eagle eyed readers may have noticed a slight change in the blolg’s appearance a while back. Instead of luscious, yet slightly generic shots of beer bottles and taps, my site now has a quicky graphic of a megaphone, constructed from the silhouette of a bottleneck. It’s been christened ‘The Megafoam’ (by Phil) and damn, now I wish I’d thought of that for the blog’s name…

Anywho, I’m sure you’re all wondering how I could afford to hire a professional designer for what is essentially a hobby-blog. The answer is: I didn’t; I designed it myself. Ok, so it doesn’t look that professional. Humour me. I got bored whilst having a staffie, and started playing with some graphic design software on my work laptop. It came out ok, but I have plans to tinker with it in the future.

But to get back on topic, I do have a second secret career that few know about: graphic designing tap badges for the beers on tap at Golding’s.

Alright I’m being slightly obtuse here. What I mean is, I print out all the tap badges that go in the light boxes in Golding’s tap-banks. I could legitimately call this a second career though, because I probably do more actual design work that is actually used and seen by customers than most graphic design Interns in major companies could ever dream of.

You see we have rectangular tap badges at Golding’s and frequently small New Zealand breweries don’t have artwork that fits these. Garage Project are the notable exception to this. Which is why their tap badges frequently look rather sexy:

Noice.

Click to enlarge.

In other cases, some they have circular tap badges which look a little small and silly in the light box. High res versions of these can be scaled up sometimes to a good result. Frequently you can also get away with using a digitised bottle label. Sometime the brewery has no artwork In rare cases, the brewery’s branding is so hideous that Sean won’t allow it in the bar.

Whatever the reason, I frequently have to knock up tap badges for a range of beers and breweries. So I thought I’d share a few of my favourites.

The ParrotDog Pixel Series

This badge series began with searching ‘Dead Canary’ and amongst the more morbid images was a pixel-art canary, which I fell in love with. And boom, a series was born!

PDog Taps

Since I started these, ParrotDog has begun creating more poster art for their beers, which is great. It means I will probably phase this series out eventually. They remain however, some of my favourites, because these particular badges take a basic idea and adapt it to suit the beers across the entire brewery. Sometimes though, you have a concept that suits a specific beer, which leads to great one-off badges. It just so happens that two of my favourite creations are from the same brewery…

Funk Estate Oh Kamiyo & So’Fisticuffs

Funk Badges

Click make big.

The concept behind the Oh Kamiyo badge was to capture the feel of a bootlegged VHS box, complete with mistranslation in the Japanese characters (that was *totally* intentional…). Going to say I nailed that one. The So’Fisticuffs on the other hand, I was aiming for a vintage boxing poster. Whilst I captured the feel adequately, I would have liked to included more bombastic flavour text, but the limit of the medium frequently means simpler is better.

None of these though are my favourite tap badge I’ve ever created. Oh no. That honour goes to this little fellow. My masterpiece…

Yeastie Boys/Panhead/Firestone Walker Engelbert Pumpernickel

IMG_20140714_180828

Click size huge.

Here we see (the wrong) Engelbert Humperdinck with a loaf of pumpernickel for a head. I love this tap badge. From a design point of view, it’s not perfect by any means, but god-damn, it captures something about the beer and the people who made it. It was also immensely fun to Shop bread over the face of a historical figure…

I all seriousness, making tap badges is one of my favourite aspects of my job, but it really shouldn’t be. New Zealand’s Small breweries really need to brush up on brand promotion customer service (because that’s what this falls under ultimately) from a brand point of view.

It so happens, that I have the skills and technology to play with basic graphic design, but a lot of other bar managers don’t. As a result you frequently see poorly made, often handwritten (and sometimes barely legible) tap badges. This really doesn’t do anyone any favours; bars, breweries and certainly not customers.

This topic deserves a more focused and detailed post, which hopefully I will get around to (one day…). Suffice to say that two of my friends who are starting breweries in the next few months have consulted with me on the topic and I’ve told them the following:

  • Premade tap badges are best.
  • Three versions is ideal: circular, rectangular and square (in that order).
  • Printable A4 .pdf files (that don’t require scaling) are great for the average customer that doesn’t have access to design software.
  • Downloadable brewery logo files are my favorite (particularly .png files with transparent backgrounds).

Until everyone gets this right though, at least I get to play with Photoshop and CorelDraw and get paid for it.