Issue link: http://digital.copcomm.com/i/376390
september 2014 / the tasting panel / 65 The beginning stages of Big Sky's process: sketches for Double Cross Vodka's holiday packaging. ILLUSTRATION COURTESY OF BIG SKY GLOBAL PACKAGING RESOURCES With the current popularity of craft spirits, it comes as no surprise that Big Sky works with a lot of start-ups, which typically need the most direction, as well as established brands looking for a fresh eye on their packaging. "We begin with understanding who our client's customer is and how they relate to that particular brand," explains Big Sky's founder and CEO Erin S. Dutton. From there, they focus their efforts on crafting the messaging to ensure all elements of the packaging align with the spirit's mission and target demographic. They then guide their clients through the onslaught of choices that brands must address before hitting the shelves. They help reduce the mountain of questions that can lead to complicated, over-the-top packaging. For many clients, the flood of information and aesthetic triggers can easily become overwhelming. Instead, Big Sky works hard to consolidate the options to ensure that the end product is just what the proprietor intended. "Walking clients through this process is almost like a therapy session. It's about figuring out the owner's vision, since many haven't completely worked it out. We steer them away from getting caught up with too many bells and whistles, and we partner with them every step of the process to keep the packaging succinct with their vision," Lyon concludes. Along with designers, Big Sky's staff has a team of engineers, including Dutton himself. This allows them to flex their mathematical prowess and find cost-reducing innovations—after all, even if a company has the most elaborate, beautiful bottle, it's completely irrelevant if it costs too much to produce. One such improvement occurred when one of their clients sought to reduce the cost of its cap and collar, while maintaining the shape and silhouette of the original design. To solve this dilemma, Dutton and his department looked to consolidate, eventually streamlining these two pieces into one, which resulted in a 30–40 percent savings. As a full-service firm, the branding experts, designers and engineers at Big Sky go beyond just the design stage and execute the plans they have created; they even have the ability to tackle the difficult hurdles of shipping and logistics. Big Sky's future plans, are, well, big, according to Lyon: "There are so many exciting things happening in the craft spirits industry right now, and we look forward to partnering with these brands, work with their vision, and design award winning bottles. Simple as that." Sky's the limit for Big Sky!