Ariel Heinemann

Brewmaster to Brewmistress : Creating a Female Owned Brewing Company
September 2010

The idea of creating my own beer brewing company came to me after contemplating my collection of glass bottles. The beer would essentially be created by a woman for a woman. This concept comes from conversing with women about why they prefer other alcoholic drinks (such as wine or mixed drinks) over beer. Many said it was the strong taste that they disliked; others confessed that they would rather drink from a more sophisticated wine or martini glass than from a beer bottle. In keeping with this research, I am going to look into different flavorings for beer as well as different container options.

To further understand the brewing industry and the (predominantly) male-oriented persona behind it, I would like to visit local beer companies, to tour their facilities and hear the stories behind their identities. I’d also like to find female-owned or operated breweries, to learn from these women their points of view, and how they compete in this competive and growing industry.

To create my company I would need to create a brand identity, starting with a specific and identifiable logo. The logo would be featured on all of the labels and packaging. I have been making a mental list of certain companies that have unique labels, such as Magic Hat, Leinenkugel, Sierra Nevada and Blue Moon. Also, many locally-owned microbrews have interesting labels, perhaps as a tactic to stand out against the well-established “big dogs.”

I will also design signage and advertisements for my product as if it were competing against current brewing companies. This task will be difficult in a world that is very male dominant. Taking the idea a step further, I would like to produce other promotional material for my company including t-shirts, bottle openers, hats, pint glasses, etc. I currently have a collection of different sized bottles that I may use as special packaging for the beer (as opposed to the typical 6 or 12 pack variety). I will use this semester to fully develop these ideas and flesh out the details for my product.

bookmarks on delicious

13 May 2010

The focus of for my Design Seminar proposal came to me after I found a box of old glass bottles while cleaning out my Grandmother’s basement. The bottles came in all different shapes, sizes and colors. Immediately following my discovery I began to wonder where the bottles came from. My mind wandered to many places as I tried to imagine what these bottles were used for and how old they were.

Some of the bottles had text embossed onto them stating that they were medicine samples or flavoring extracts, but others held no description. The stories I created for them were from my imagination, perhaps influenced by previous memories or experiences.

Memory and imagination are the two key elements I will be working with in Seminar. Most people tend to characterize the two as separate entities: imagination consisting of new ideas and fantastical interpretations, and memory as a recollection of previous events or knowledge. However, imagination can often times be based on a reinterpretation of a distant memory.

To create content for Seminar I will show these bottles to participants of varying ages and backgrounds and document their thoughts on where the bottle came from or how it got to its final resting place. The first group I plan to ask are preschoolers, comprised of children ages three through five. Their answers probably will be based primarily on imagination whereas older participants may rely more on memory and previous knowledge to create their story. I would like the children to document their stories through both visual and oral interpretations like drawings and stories. I then plan on creating a series of books and posters comprised of these documents.

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