The Kings of Midnight Brewery opts for a branding design that honors millennials with milestone packaging targeted at celebrating daily victories. The beer cans are sold in three different colors that each resemble prizes to give drinkers the feeling of accomplishment.
The branding behind the Kings of Midnight beer pertains to artists that work late at night, which is where the reference to 'midnight' in the company's name attributes from. The brewery offers three different beers called 'Gold,' 'Light' and 'Dark' that are paired with a corresponding metallic shade of white, black or gold. On the back of each can is a descriptive pledge that honors the consumer with the a "here's to you" tribute that celebrates ideation and creativity that is sparked late at night.
Why This Trend Is Growing
- Milestone Packaging
- Exploring unique and personalized packaging designs that celebrate consumer achievements and daily victories.
- Artistic Branding
- Using branding and design elements that cater to creative individuals, such as artists who work late at night.
- Consumer Tributes
- Creating product messaging and branding that honors and celebrates consumers for their ideas and creativity.
Industries Being Reshaped
- Craft Beer
- Craft breweries can embrace milestone packaging and artistic branding to connect with millennial consumers and stand out in a crowded market.
- Design and Branding
- Design agencies can offer unique and personalized packaging solutions to brands that want to celebrate consumer achievements and create a memorable experience.
- Marketing and Advertising
- Marketing agencies can develop campaigns that highlight consumer tributes and celebrate creativity, targeting those who identify with the late-night ideation process.
