Great packaging is critical to the success of your beverage brand – and it’s about much more than aesthetics. Branding expert Cynthia Sterling will explain the role each packaging component plays in delivering your brand message and generating sales. From closure to back label, we’ll explore the marketing value vs. cost of each element.

1. Cynthia Sterling,
Shannon Pestoni, & Christiane Silberwasser
BEYOND STYLE:
MAKE YOUR PACKAGE
A MARKETING POWERHOUSE

3. "Strategy without tactics
is the slowest route to victory.
Tactics without strategy is the noise
before defeat."
– Sun Tzu, Author of the Art of War

5. Packaging design
and materials selections are
tactical decisions driven by
brand strategy

7. How do you make
your package a
marketing powerhouse?

8. The
BIG Idea

10. Invest in packaging components:
• That reinforce your positioning
• Make the biggest impact

18. Brand Strategy Drives
Packaging Choices

19. GRAB THEIR
ATTENTION

24. The
BIG Idea

31. SELECTING YOUR
COMPONENTS

33. GLASS

35. Semi-custom

36. Colored or Decorated

37. Fully Custom - Proprietary

38. Decals

40. LABELS

43. Year Cases Print Method Total Cost Per Label Cost
2005 280 Letter Press $3,000 $0.90
2014
(print estimate)
1740 Lithography $7,539 $0.36
2014 1740 Digital $4,522 $0.24
Jelly Jar
Print Cost Comparison

44. Foils
16%
Glass
45%
Corks
18%
Labels
21%
Letter Press
Foils
18%
Glass
50%
Corks
21%
Labels
11%
Digital
Jelly Jar
Packaging Cost Breakdown

45. Screen Printed Labels

46. Alternative Materials

47. CLOSURES

52. Application Costs

55. WHEN YOU GET HOME…
• Gather samples of your key competitors and put in
a lineup.
• See what’s working, and where you have
opportunities to stand out.

57. FREE STRATEGY SESSION
Cynthia@sterlingcreativeworks.
com

58. Sterlingcreativeworks.com
Cynthia@sterlingcreativeworks.com
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