Branding for Beer
Thu, Jun 16, 2016 at 5:30pm
Learn how branding affects products and the perception of a brewery. A panel of masters will talk about how to brand a brewery and its products, from beer labels to logos and merchandise. Moderated by Paul Evers (co-founder of TBD Agency and Crux Fermentation Project), with Rob Reger (Art Director for Gigantic Brewing and creator of Emily the Strange), Nick Yarger (Ninkasi Brewing's Creative Director with stints at Quiksilver, Billabong, and Rip Curl among others), Sherry Jennings (Director of Sales and Marketing at Diamond Knot Brewing) and Sean McMahon (Brewery Outfitters).
Nick Yarger - Ninkasi Brewing Co. Creative Director
Nick Yarger currently sits as the Creative Director for Ninkasi Brewing based in Oregon. Prior to his current role, Nick had over twenty years experience in the apparel and accessories industry working with notable brands such as Quiksilver, Billabong,
Rob Reger - Gigantic Brewing Art Director and creator of Emily the Strange
Rob Reger is the founder, Creative Director and President of Cosmic Debris - a design house based in the San Francisco Bay Area. Rob and Cosmic Debris introduced the world to the character Emily the Strange- an international icon for empowering young alternative girls. Rob has been designing Emily for over 20 years and has generated millions of fans of the character.
Reger and Cosmic Debris grew out of the DIY punk and guerrilla art aesthetic of the eighties, a fondness for surrealist art, and the psychedelic and surreal art of the sixties. He continues to mix clean design with a pop culture neo-surrealist sensibility. Reger received a BFA from University of California Santa Cruz and a MFA in Printmaking from the San Francisco Art Institute. His oil paintings, printmaking, watercolors, and collage have exhibited in galleries around the world, including: Tokyo, Paris, Los Angeles, Miami, San Francisco, Berlin, Milan, Hong Kong, Sydney, and Santa Cruz.
Reger is also the Art Director for Gigantic Brewing Company, working on the brewery’s branding and the ever-changing designs for their limited release seasonal beers.
Away from Cosmic and Emily, Reger continues to draw and create everyday, spending
much of his off-time as a musician recording and performing with his bands and musical colleagues. Reger also has a natural green thumb; he cultivates a vivacious veggie garden and a has a custom self-built Victorian green house filled with all variety of succulents, cactus and carnivorous plant life.
Sherry Jennings - Diamond Know Brewing Co. Director of Sales and Marketing
Somewhat reminiscent of a Sopranos episode, Sherry experienced some truly rich moments growing up in New Jersey. It was a 10-year stop in the Tahoe area that grounded this mountain girl and set her on her mission: journalist. A graduate of University of Nevada, Reno, Sherry dove into the media trenches in 1994, working in everything from community newspapers as a reporter, editor and finally publisher; an Antarctic research project and the new fangled world of transmedia.
Sherry has been preaching the power of the experience economy, which was the catalyst behind her move into the craft beer industry with Diamond Knot Craft Brewing three years ago. As the Director of Sales and Marketing, as well as the Chief Storyteller, she doesn’t only get to tell the DK story, she also helps tell the Washington Beer story as a member of the Washington Beer Commission’s Marketing Committee.
She’s ecstatic to have landed in a place where she can tell a truly genuine Pacific Northwest brewing story that began with two guys from Boeing 21 years ago. There have been many chapters since then: The Tale of Three Breweries, The Launch of Many a Brewpub and Our Family Of More than 120. She’s learned that stories are always better told with a beer in hand.
Paul Evers - Founder and Director of TBD Agency and co-founder of Crux Fermentation Project
tbd is a branding firm in Bend, OR specializing in craft beverages. Paul Evers, President and Chief Creative Director, leads the strategic creative process with his teams to develop powerful brands in craft beer, distilled spirits, kombucha and wine. Working from insight gleaned from consumer research, tbd has successfully staged national brands for success by pursuing relevance with the consumer.
To keep his edge, Evers will occasionally conduct ad hoc consumer research tending the tasting room bar at Crux Fermentation Project, a brewery tbd co-founded in Bend.
OSU Professional and Continuing Education partners with OSU’s Brewing Science team to provide onsite and online workshops for brewing industry professionals, craft beer and cider entrepreneurs, cider makers, homebrewers and more. Drawing upon expertise as the leader in hops and brewing research and experience with the nation’s Fermentation Science degree programs, our workshops include: Craft Brewery Startup Workshop, Craft Cidery Startup Workshop, Beer Quality and Analysis Series, Cider Making Workshop, Cider Quality and Analysis, and Origins of Beer Flavors and Styles. You’ll find alumni of our degree and workshop programs among the ranks of those leading the craft beer and cider boom. Participants in our workshop benefit from the expertise, insight and guidance of industry leaders and our own experts in hops, brewing, beer quality and sensory analysis. Our team is pleased to serve as the education sponsor for Portland Beer Week 2016, and we look forward to meeting both old and new friends alike at this year’s events.