(WBNG) -- The Southern Tier craft beer business is booming. And while the industry grows, it's certainly changing.

"You could put pretty much any ingredient in a beer and that's kind of where it's all heading. Making the next crazy beer, the next weirdest thing, the next combination of fruits, and hops, and adjuncts, whatever it is," said Beer Tree Brew Co. co-founder Chris Rhoades.

Craft beer has become one of the most dynamic consumer goods industries you can find.

"There are not many sectors of the economy, certainly that have packaged, distributed products, that have 8,000 different makers out creating a myriad of different products everyday," said Brewery Ommegang President Doug Campbell.

And with that, comes competition.

"Customers are demanding excellence from the experiencing the taproom to the quality of the liquid in the can. And not only that but what is on the outside of the can," said Beer Tree Brew Co. co-founder Brendan Harder.

Consumers see a beer can before they taste what's inside. That's why label designs are becoming more and more complex.

"There are so many choices for the consumer. So just getting to stop somebody to take notice of you is probably job number one," said Campbell.

Beer Tree in Port Crane tries to do just that, believing in the power of the product.

"I think that's just kind of how people are buying their beer now, it's not searching for a specific brewery and a specific beer. It's like, that's a sick label, I want to drink that beer," said Rhoades.

Their cans have a theme, all fun, colorful, and creative, reflecting what the brewery is all about.

Behind the artwork is graphic designer Laura Stockman.

"I never thought it would be an attainable job that would pay my bills, I always sort of thought it would be like a dream."

One of her recent designs is 'Clickbait,' a beer can based off a portrait of co-founder Chris Rhoades.

Stockman says she took the name and ran with it, and it's inspired by the looks of a Buzzfeed article.

"It's always somebody that's like, 'oh my god!' And I thought that Chris would be the perfect model because he's consistently making the most ridiculous faces," she said.

A can that's definitely unique to Beer Tree and stands out from other breweries.

"Now more than ever, because of social media, people are very design-minded. They want to look at and buy things that are really cool or beautiful or just jump off the shelves," said Stockman.

Brewery Ommegang in Cooperstown has a similar philosophy, making their labels recognizable to their brand, but meant to catch the eye.

"Every one of our beers didn't just kind of fall out of the sky, there was a thought process involved in why we made it and why we had a specific way. In many cases we make beers with specific stories in mind," said Campbell.

Take the Hennepin label for example. Featuring a Belgian monk named Hennepin, who traveled from the Great Lakes to the Midwest in the 17th century.

"And was one of the first Belgians to explore America. This was one of the first, if not the first, saison beer, traditional Belgian style, made in America. So he was the perfect emblem for that beer," said Campbell.

While many of Ommegang's products do tell a literal story, some are simply concept first.

"We try to think, what role is this drink going to play in the drinker's life, in their repertoire, and how can we make sure this label communicates that" said Campbell.

Like 'Idyll Days,' a pilsner with a rooster on its can.

"A pilsner is sort of a gorgeous beer for sitting and relaxing with friends. So the packaging reflects both, that relaxed kind of farm lifestyle," said Campbell.

But no matter the design, each can has its own character. One that could very well match yours.

"You tell other people a little bit about yourself when you pick up a beer on the shelf or when you order one at the bar. And design is a huge component of that," said Campbell.

So the next time you crack open a can, remember while it's what's on the inside the counts, in this case, the outside can be just as powerful.