In the Heart of the Community - Crank Arm Brewing

The Craft Brewers' Creative

Jenna talks with Adam Eckhardt, co-founder of Crank Arm Brewing in Raleigh, NC and Adam Balding, the artist behind designs and the CEO of Saturday's Gravy.

They discuss the importance of the relationship between the owner and the designer and the inspiration and concepts behind some of their iconic designs.

KEY TAKEAWAYS

• Typically designers either want the freedom to roll and be trusted, or the owner knows exactly what they want
• The ideas come from the wild dream world of Adam Eckhardt
• You need the right relationship between owner and designer
• Most can designs have more concept behind them than it appears
• There are a lot of elements in the designs that correspond to the area where the beer is produced
• Labels are a weird throwaway art but it's not just something crazy there is more to it than that
• If the client has an idea you need to run with it and collaboration is everything
• We are trying to make things fun repeatedly
• Some brands have a standard but we want something to be an event every time
• Every year the definition of craft beer changes to include Boston Beer and Sierra Nevada as they grow larger because they are founding members of the BA.
• The definition of craft beer is the use of the right traditional ingredients and being independently owned
• You open a brewery as a passion project not to make money
• This brand is all about community and the cans represent the fun and fantasy aspect of our community

BEST MOMENTS

‘Good art and good branding sells beer as much as good beer sells good beer'

‘The design concept was ‘a dumb way to die on a bicycle on psychedelics'

‘It's been a transformation from where we started to where we are now with branding'

VALUABLE RESOURCES

[email protected]

Crank Arm Brewing

Instagram@crankarmbrew.

ABOUT THE HOST

Jenna Steele fell in love with the craft beer industry while studying hospitality at Cornell University, where she graduated with a Bachelor of Science in Hotel Administration. In one of her courses, she was able to try countless craft beers, from across the US, in every style. Though the beer was good, the can art stood out. She wanted to know more about how the cans came to be.

Jenna's love for craft beer is primarily due to beers and breweries' creative and visual elements. Got cool can designs? Heck yeah.

After working in finance for a couple of years, Jenna returned to her love of craft beer. She wanted to hear the stories behind can names and designs, brewers' backgrounds, breweries, and hear from label artists themselves. So, she took it upon herself to start The Craft Brewers' Creative under her Craft brand, Beer Can Lover.

On The Craft Brewers' Creative, Jenna interviews brewers, graphic designers, marketing managers, creative directors, owners, and everyone in between about themselves and the beers they bring alive.

You can find Jenna and her craft beer content on Instagram @beercanlover

CONTACT DETAILS

Beercanlover Instagram

This show was brought to you by Progressive Media

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