THE STORY BEHIND THE LABEL
Summit provided a creative labelling solution for Good Night Out’s beer launch in support of anti-harassment efforts in the Vancouver nightlife scene during Sexual Assault Awareness month in April 2018.
GNO is a non-profit society committed to engaging the industry on assaults and harassment in authentic, meaningful and interactive ways while remaining survivor-centred. In this case, the organization partnered with Yellow Dog Brewing, Moody Ales, Twin Sails Brewing, and Parkside Brewery to create a limited edition beer release, with all benefits supporting the cause.
WE’VE BEEN WORKING WITH SUMMIT SINCE OPENING OUR DOORS AND THESE GUYS ARE ABSOLUTELY KILLING IT IN TODAY’S LABEL GAME. WE WANTED TO COME UP WITH SOMETHING VERY SPECIAL ON THIS COLLABORATION WITH GOOD NIGHT OUT AND THE REST OF THE BREWERS ROW CREW IN PORT MOODY. WE TURNED TO SUMMIT AND CAME UP WITH THIS IDEA TO HAVE A STICKER WITHIN A LABEL!! NO ONE ELSE COMES CLOSE TO THE LEVEL OF CREATIVITY AND INNOVATION THESE GUYS COME UP WITH ON A REGULAR BASIS AND I CAN’T SAY ENOUGH GOOD THINGS ABOUT THEIR TEAM. THEY WERE A BIG PART OF THE CRAZY SUCCESS OF GNO COLLABORATION.
CODY ALLMIN, DIRECTOR OF SALES AND MARKETING of TWIN SAILS BREWING
April is home to a lot of essential awareness campaigns. This "unofficial" Sexual Assault Awareness Month includes International Anti-street Harassment Week (April 7-14) and BC Prevention of Violence Against Women Week (April 17-23).
Good Night Out had three main objectives with their label:
- Create a label that contained different messages from Statistics Canada data about sexual assault.
- Go beyond making a beautiful label that attracts customers to facilitate a bigger conversation.
- Make an informative label to raise awareness on sexual aggression in Vancouver.
After brainstorming and throwing ideas on the table with GNO, we came up with something very unique.
Summit created a double-layered label with a unique adhesive and Die-cut to create a “peel off” sticker, revealing a saying or fact about sexual harassment and assault. Each can of the citrus ale was packaged in a tall peach-tinted can and had one of 75 different messages from Statistics Canada data about sexual assault.
We used peel backs (yes, you heard right - labels with content on both sides that you can easily peel and stick back, thanks to a repositionable adhesive). This option provided additional space without excess packaging, an ideal solution for our GNO collaboration.
In addition, we also used variable data to create a uniform design and save Good Night Out both time and money. We quickly switched between stories and generated images, getting their work to print faster and creating uniformity in their cans. This also meant saving their team money on gang-run printing. Our digital printers allowed us to run all the labels at once instead of charging for each piece of artwork, then printing and shipping each run separately and, in the end, cutting down on confusion and letting the brewery take full advantage of our volume discounts.
A Citrus Zest IPA with 75 different messages and a campaign that blew up on social media. The beer sold out in under a week.