It's what's outside that counts: exploring the colourful world of craft beer labels

Brad Campeau was having a pint in Kitchener-Waterloo, Ont., when he met the beer bottle label — and quite possibly the woman — of his dreams.

"It [had] a picture of a woman uppercutting a bear! In, like, bold colours. And when you drank the beer, all you could think of is your best lady friend, who would sucker punch a bear for you," said Campeau, the owner of Ottawa beer tour company Brew Donkey. 

"I've got three bottles that I'm not going to throw out because of that."

That particular label came courtesy of the Elora Brewing Company's Lady Friend IPA — and it's a perfect example of how, in the rapidly-expanding Canadian craft beer industry, innovative labels are playing an increasingly important role in winning the hearts and wallets of drinkers.

Brew Donkey recently launched an educational series focusing on the label designs of Ottawa-area breweries, an acknowledgement of the artistic merit that many of those labels possess.

"The cost to make a beer and have it be made for four months maximum — [and then] invest in a great label just for that? It's showing a commitment that craft has that the macro scene doesn't," said Campeau.

One of Campeau's favourites is the artwork for the Lost Train Oatmeal Stout by Ottawa brewer Dominion City, expected to be the next brewery featured in his series.

Designed by Ottawa historian Andrew King, the oatmeal stout's imagery plays with the rumoured downtown "beer tunnel" that connected a major Ottawa brewery's two plants in the 1940s, Campeau told CBC News.

"It's making a connection to a story here in Ottawa, with a beer that's dark and black like a tunnel," said Campeau.

Craft breweries seek 'extra edge'

The craft beer industry has become so competitive that brewers need "that extra edge" to get noticed, said Mike Haddad, the art director at Beau's All-Natural Brewing Company, the first brewer featured by Brew Donkey.

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"In that respect, I think that a good label design is very necessary," said Haddad. 

The Vankleek Hill, Ont., brewery has long been known for the carefully considered artwork on their bottles. They even have an online archive devoted exclusively to showcasing their graphic design.

"The main thing is the content of the label. At Beau's, we always try to put a little wink in the label. A little story behind it, or a joke, or something that will kind of keep you looking at it a little bit longer," said Haddad.

But while it's often said that readers shouldn't judge a book by its cover — when it comes to labels, should the same go for beer drinkers? Is there a connection between a good brew and good design?

"To be honest? I would say you shouldn't — but I do, and I know most people do," said Haddad.

"I think the quality of the label will reflect the quality of the beer."