Author: Megan JonesPublisher:
ISBN:
Category : Advertising
Languages : en
Pages : 248
Book Description
At the turn of the millennium New Zealand experienced rapid growth in the number of craft beer breweries. Consequently, competition grew fierce. As a means of distinguishing themselves from other breweries, a significant number have turned to collaborations with artists in order to establish unique, stand-out branding for their products. To explore and understand this artistic development, both the history of beer in New Zealand, and the relationship between art and advertising should be understood. Beer was initially brought to New Zealand in the late 19th century by European settlers, the majority of whom were male and, until the recent craft beer ‘boom’, the beer drinking culture in New Zealand continued to be male dominated. As such, New Zealand breweries produced advertising and packaging that engaged with, and perpetuated, the ‘Hard Man’ trope. The recent rise of craft beer has seen a distinct move away from male orientated advertising, and with relatively small budgets packaging has been the primary means of attracting consumers. With the growth of the craft beer movement, beer labels have become a kind of public art form that reflects and shapes the ideals of the beer culture. Three main groups of brewery branding have become established–pictorial, typographical, or a combination of the two. Artists have become as commonly used as graphic designers when it comes to creating labels. Through interviews with four New Zealand breweries; Juice Head Beer, Parrot Dog, Garage Project, and Craftwork; the appeal of artist engagement becomes clear. Internationally, the craft beer industry has taken integration into the art world much further, with a beer not only being the official drink of Documenta14, but also a key artwork. Craft beer has taken art out of the supermarket, into public space, and now into the art gallery.
