Boulevard Brewing Co

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BODY COPY & IMAGES: ARIEL MULL DRAWINGS & DESIGN: JOSIE MILLER


Desire and need are the two factors that drive consumers into purchasing goods.


Although a consumer may not need an item, the desire for said item can drive a consumer to overcome the need factor and purchase the item. The need factor drives a consumer to purchase a product. There is a common link between the two factors and that is the desirability. What makes a consumer purchase one brand over another? Even when in need of a product, there are many options. It comes down to the desirability of one brand over another. With new products, the consumer many times will be driven by the good or most interesting design that catches their attention. The packaging and labels on the product draws in consumers. Personally, an interesting design on the label or packaging draws me in and sways my decision on my purchase. It makes me take a closer look to see what separates it from its competitors in the market. It is something that has always drawn me in, and it is one of the main

reasons I chose to study design. Well designed items always have intrigued me and made me question, “what is good design? Why do I like this and why do I dislike that?” All aspects of design catch my eye ranging from architecture to animation. I’m captivated by he translation from a sketch on paper to the massive structure that is built or the coherent moving picture. Design is amazing because of the multiple types. We see design daily; we just take it for granted. Without design we wouldn’t have well-built structures to live or work in, nor would be have adequate communication from producer to consumer. Design is an integral part of the community because of its over-arching need and use amongst society. Though it is not always noticeable we are all wrapped up in the design world, the impact on society is immeasurable.





Brand design based on real, honest stories gives our consumers a chance to engage with us in a personal way, builds a bond of loyalty. –PAYTON KELLY





Our brewers develop test brews to come up with new product introductions, often suggesting fanciful, creative names along the way. We then narrow down the field of possible names to what we hope will be the best one, and develop a branding concept based on the name. –PAYTON KELLY





Good design is problem solving. –JEFFREY VEEN





We’re very much involved in the notion of storytelling in the development of the Boulevard brands. – PAYTON KELLY





Good design must primarily serve people. –THOMAS J. WATSON







Design is so simple, that’s why it is so complicated. –PAUL RAND



I think that having an in-house creative group gives us a strategic advantage. It allows the beliefs and aspirations of John and all the rest of the people that make up Boulevard to speak in an honest way through the branding of our beers. That’s something an agency just can’t do. –PAYTON KELLY







Little things, done right, matter. Well-designed moments build brands. –RENNY GLEESON





BODY COPY & IMAGES: ARIEL MULL DRAWINGS & DESIGN: JOSIE MILLER



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