GOOD MOOD BREWERY

IF YOU REALLY MOUSTACHE

THE STORY BEHIND THE LABEL


Good Mood Brewery may be a newcomer to the Calgary craft beer scene. Still, they’ve come in with a splash, already scooping up prizes at the Alberta Beverage Awards and Canadian International Beer Awards. What’s even better? Their commitment to being active within the community and supporting local charities, and what better place to start than the infamous month of “Movember.” That’s how our story with this excellent brewery starts…

SUMMIT LABELS DID AN EXCEPTIONAL JOB ON OUR NOVEMBER EDITION PALE ALE LABELS. WE WANTED TO INCORPORATE PEEL-N-STICK MOUSTACHES TO THE DESIGN, SOMETHING I WASN’T SURE WAS EVEN POSSIBLE, AND SUMMIT MADE IT HAPPEN. THE LABELS LOOK GREAT, AND OUR CUSTOMERS HAVE REALLY ENJOYED THE FUN MOUSTACHE STICKERS. I WOULD HIGHLY RECOMMEND THEM FOR ANY CHALLENGING LABEL PRODUCT. I AM LOOKING FORWARD TO PRINTING THIS CAMPAIGN AGAIN WITH SUMMIT NEXT YEAR!

 
ALYSSA GIAMMARINO, MARKETING REPRESENTATIVE of GOOD MOOD BREWERY

THE BRIEF


We met their marketing team when the idea was in the early stages; a Harvest Pale Ale was released in November, with $1 per 6pack going to the Calgary Prostate Cancer Centre. With such a wide selection of craft beers on the market, they needed something to make them stand out and draw people to their beer. 

This label had two main objectives: 

  • Help get the word out by harnessing the power of social media. 
  • Raise as much money as possible for this worthy cause.  

 

  • Summit-GoodMood
  • Summit-PeelStick

THE APPROACH


To promote the diversity of mustaches out there,  add some fun, and make it interactive for a great social photoshoot, Summit proposed the idea of creating three different peel-n-stick moustaches which varied in size and shape. The only problem is that we weren’t sure how/if it could be done... yet.

We have quite a bit of experience working with peel-back labels; however, three peel-off moustaches presented some difficulty due to their size and shape. But there’s nothing we enjoy more than a project that pushes us to innovate. After experimenting with different materials and adhesives, we had created a label where the moustaches released easily from the label but wouldn’t come off from condensation.

Even though peel-back labels might sound kinda’ tricky, Summit has been working and learning about them for several years, and believe us; we have learnt A LOT since the start. But why opting for peel backs? Adding this feature to your product can benefit you in several ways:

  • Add value to your products
  • Additional space for information / design
  • Create some fun/original designs that attract more customers
  • Come up with a unique product design

THE DETAILS


We have quite a bit of experience working with peel-back labels; however, three peel-off moustaches presented some difficulty due to their size and shape. But there’s nothing we enjoy more than a project that pushes us to innovate. After experimenting with different materials and adhesives, we had created a label where the moustaches released easily from the label but wouldn’t come off from condensation.

Even though peel-back labels might sound kinda’ tricky, Summit has been working and learning about them for several years, and believe us; we have learnt A LOT since the start. But why opting for peel backs? Adding this feature to your product can benefit you in several ways:

  • Add value to your products
  • Additional space for information / design
  • Create some fun/original designs that attract more customers
  • Come up with a unique product design

THE RESULT


A social media hit! And as much as we enjoyed the product in the can, for us, there’s nothing quite like hearing “we need to buy this just for the label.”