Art at the Point of Sale with Inkjet Printed Canvas

Blue Moon Beer on Canvas by AW Artworks

Each brand has its own aesthetic. The advertising that surrounds that aesthetic should be consistent and appropriate to the brand. In the case of Blue Moon craft beer, the advertising focuses on the craft element, emphasizing a hand-painted rendering of the Blue Moon logo and artwork.

Inkjet Printed CanvasWhat better medium, then, than gallery-wrapped canvas? Tyler Peters, distributor beer merchant for Tenth and Blake Beer Company, the craft and import division of MillerCoors, found the canvas craftsman he was looking for in Andy Wredberg, owner of AW Artworks in Sun Prairie, Wis.

Peters is based in Madison, and wanted point of sale artwork that not only in tune with the Blue Moon aesthetic, but was also in tune with the downtown Madison vibe.

“We wanted to create something a lot different than a standard neon sign or banner; something that conveys what we should see in the Madison market,” says Peters. “The artwork ties into a food festival we have here in Madison called Isthmus a la Carts. We had an interactive Blue Moon mural at the event that consumers – over 21, of course – could paint and enjoy some Blue Moon beer, too.”

Blue Moon Mural
The Blue Moon canvas wraps printed by AW Artworks on Sunset Production Matte Canvas were based on this mural painted by attendees of the Isthmus a la Carts food festival in Madison, Wis.

It was a version of this mural that was sent to Wredberg to print and build the 2′ x 3′ canvas gallery wraps. Wredberg used LexJet Sunset Production Matte Canvas to produce the prints on his Canon iPF8300 44″ inkjet printer.

“They printed beautifully; I was very happy with the look and color saturation of the Sunset Production canvas,” says Wredberg. “They had a pretty tight budget, so I checked on the Sunset Production canvas since I felt it would allow us to get closer to their budget and since it was a longer production run for us.”

Wredberg tweaked the design he received from agency a bit to ensure it fit in the gallery wrap format and wrapped the canvas around 1 1/2″ stretcher bars. Now the 50 canvas gallery wraps are ready to be distributed to various bars in downtown Madison.

Wredberg will also print 50 more canvas gallery wraps to promote Batch 19, a pre-Prohibition style lager. Check back here for photos of the gallery wraps in their environment.

Leveraging Point of Sale Signage and Product Placement with Design

Printing signs for point of sale

It’s no secret that craft beers are the fastest growing segment of the beer market, and due to their growing importance to liquor store owners and other purveyors of fine brews, craft brews require a different sales technique at the point of sale.

Point of sale signage for craft beersIn the beer market, price points have traditionally been the top sales point in a typical point of sale sign. However, with craft beers the sale is different. Beer distributors that sell craft beers take extra time and effort to educate the customer about the various types of craft beers, even going so far as to take a page out of the wine menu and pair them with complementary foods.

The project show here produced for Raynham Wine & Liquors in Raynham, Mass., by Colonial Wholesale Beverage Corp. – designed, printed and installed by Colonial’s Tennyson Lacasio – is a perfect illustration of the craft beer sales concept writ super-large across 90 feet of cooler space.

The sign has just a taste of branding at either side, with 12 foot long bottles of Colonial’s latest addition to its beer portfolio from Boulevard Brewing Company, Tank 7 Farmhouse Ale and Long Strange Tripel, as bookends to the sign. Other than those two bottles, there’s no branding and no pricing. The rest of the sign marks the store’s Beer Cave, flanked by a quick explanation of craft beer types shown bubbling up in the glasses in which they’re made to be enjoyed.

Though light on branding and absent pricing, Colonial’s Lacasio says this treatment is entirely appropriate, leading consumers to Colonial’s craft beers. It’s also exactly what the store owner wanted, giving Colonial better product positioning in the store while helping cement the relationship. Colonial went head to head with a competing distributor on this project, and pulled ahead for the point of sale victory with Lacasio’s classy, crafty design.

Making beer signs with an inkjet printerThe 90-foot long by 43-inch tall cooler sign was printed on LexJet TOUGHcoat Water-Resistant Self Adhesive Polpropylene and applied to Coroplast, which was attached to the wall with an industrial hook-and-loop system, a.k.a., a product that rhymes with Melcro.

Lacasio says he only uses the industrial hook-and-loop system for signs that will be attached to the wall permanently, or for a long time. This method is preferable to screws and washers that mar the overall look of the sign, he says.

Lacasio and one of Colonial’s merchandisers spent the good part of a day applying the graphics to the Coroplast, working from the middle panel out to ensure an even application across the cooler, making sure to leave some extra material at the end so you don’t come up short after all that work.