Well Crafted: Analyzing Greater Baltimore Craft Beer Labels; A Content Analysis and Label Design Project

dc.contributor.advisorRhee, Megan
dc.contributor.advisorKeohane, Jennifer
dc.contributor.authorLaumann, Matthew
dc.contributor.departmentUniversity of Baltimore. Yale Gordon College of Arts and Sciences
dc.contributor.programUniversity of Baltimore. Master of Fine Arts in Integrated Design
dc.date.accessioned2025-06-10T17:39:33Z
dc.date.available2025-06-10T17:39:33Z
dc.date.issued2025-05
dc.descriptionM.F.A. -- The University of Baltimore, 2025
dc.descriptionThesis submitted to the Yale Gordon College of Arts and Sciences of The University of Baltimore in partial fulfillment of the requirements for the degree of Master of Fine Arts in Integrated Design
dc.description.abstractWitty names, pop culture references, vibrant colors, intricate illustrations, tasteful typography, whimsical copy—craft breweries have distinguished themselves in the beer market through creative packaging and label design. When it comes to craft beer, what’s on the can or bottle matters as much as what’s inside. Craft beer labels are more than just utilitarian packaging—they are miniature canvases for storytelling and design that reflect a brewery’s personality, tone, and regional identity. A strong sense of place is central to the craft beer industry, with breweries anchoring their brands to local names, landmarks, geography, people, and historical elements. This study conducts a content analysis of craft beer packaging from Baltimore-based breweries to examine how they visually represent Baltimore and communicate their regional identity.
dc.format.extent86 leaves
dc.format.mimetypeapplication/pdf
dc.genretheses
dc.identifierdoi:10.13016/m2dgaq-lzdi
dc.identifier.otherUB_2025_Laumann_M
dc.identifier.urihttp://hdl.handle.net/11603/38800
dc.language.isoen_US
dc.rightsThis item may be protected under Title 17 of the U.S. Copyright Law. It is made available by The University of Baltimore for non commercial research and educational purposes.
dc.subjectcontent-analysis
dc.subjectcraft beer community
dc.subjectcraft beer movement
dc.subjectdesign process
dc.subjectbeer label design
dc.subjectdesign
dc.subjectgraphic design
dc.subjectBaltimore, Maryland
dc.subjectGreater Baltimore
dc.subjectUniversity of Baltimore Centennial
dc.titleWell Crafted: Analyzing Greater Baltimore Craft Beer Labels; A Content Analysis and Label Design Project
dc.typeText

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