It's what's outside that counts: exploring the colourful world of craft beer labels

Brad Campeauwas having a pintinKitchener-Waterloo, Ont.,when he met the beer bottlelabel and quite possibly the woman of his dreams.

"It [had]a picture of a woman uppercutting a bear! In, like, bold colours. And when you drank the beer, all you could think of is your best ladyfriend, who would sucker punch a bear for you," said Campeau, the owner of Ottawa beer tourcompany Brew Donkey.

"I've got three bottles that I'm not going to throw out because of that."

That particular label came courtesy oftheElora Brewing Company's Lady FriendIPA and it's a perfectexample of how, in the rapidly-expanding Canadian craft beer industry, innovative labels are playing an increasinglyimportant role in winning the hearts and wallets of drinkers.

Brew Donkey recentlylaunched an educational series focusing on the label designs of Ottawa-areabreweries, an acknowledgement of the artistic merit that many of those labels possess.

"The cost to make a beer and have it be made for four months maximum [and then]invest in a great labeljust for that? It's showing a commitment that craft has that the macro scene doesn't," said Campeau.

One of Campeau's favourites is the artwork for the Lost Train Oatmeal Stout by Ottawa brewer Dominion City, expected to be the next brewery featured in his series.

Designed by Ottawa historian Andrew King, the oatmeal stout'simagery plays with the rumoured downtown "beer tunnel" that connected a major Ottawa brewery's two plants in the 1940s, Campeau told CBC News.

"It's making a connection to a story here in Ottawa, with a beer that's dark and black like a tunnel," said Campeau.

Craft breweries seek 'extra edge'

The craft beer industry has become so competitive that brewers need "thatextra edge" to get noticed,said Mike Haddad, the art director at Beau's All-Natural Brewing Company, the first brewer featured by Brew Donkey.

• Beau's Brewery announces plan to sell beer business toits employees

"In that respect, I think that agood label design is very necessary," saidHaddad.

The Vankleek Hill, Ont., brewery has long been known for the carefullyconsidered artworkon their bottles. They even have an online archive devotedexclusively to showcasing their graphic design.

"The main thing is the content of the label.At Beau's, we always try to put a little wink in the label. A little story behind it, or a joke, or something that will kind of keep you looking at it a little bit longer," said Haddad.

But while it's often said that readers shouldn't judge a book byits cover when it comes to labels, should the same go for beer drinkers? Is there a connection between a good brew and good design?

"To be honest? I would say you shouldn't but I do, and I know most people do," said Haddad.

"I think the quality of the label will reflect the quality of the beer."