I worked in-house as the sole artist, illustrator, and graphic designer at Barley And Hops Brewery. I was responsible for creating all visual content for advertising materials, product and event photography, merchandising graphics, social media content, apparel, and sales collateral from concept through execution.
"Jump" The Shark
Concept, art, and design for this New England style IPA. This one was a lot of fun from the start. The name is a tongue in cheek jab at the fact that we were brewing this beer simply to keep up with consumer trends. The shark in the phrase fit perfectly with the New England style as well. The extra pun here was taking the "jump the shark" theme and turning it on its head by making "Jump" the shark's name and having him jumping over Fonzie.
Concept, art, and design for a traditional hefeweizen release. This was a traditional, straight forward, German style beer so the challenge was to create a concept that illustrates "traditional German" but without relying on the overly used tropes and stereotypes commonly seen in German style beer branding. So I decided instead to rely on another traditional german aesthetic, Bauhaus. The art concept paired well with the brewing concept as they both were built on minimalist foundations and focused on the structural craftsmanship rather than a narrative.
Gerste und Hopfen
Concept, art, and design for this Oktoberfest beer release. This was another simple, traditional, German-style beer; this time an Oktoberfest marzen. "Gerste Und Hopfen" is German for "Barley And Hops." Again we wanted to avoid the stereotypical Oktoberfest imagery so instead I used the traditional Cuckoo clock concept and turned the brewery itself into a Cuckoo clock.
Barbarian XX IPA
Concept, art, and design for a big bad double IPA fermented with Conan yeast. The art concept was simply to reflect the bold, raw, aggressive, battle-ready nature of this strong IPA.
Concept, art, and design for a complex Gose to be released around the time of the remake of Ghostbusters. This was a weird beer and we wanted the art concept to be equally weird and Rick Moranis's character in the original Ghostbusters, Vinz Clortho, the keymaster of Gozer was the perfect pun to play with.
I decided to illustrate this concept by using the character's iconic colander helmet gizmo and thick rimmed glasses as the main focal point and subtitle frame.
Concept, art, & design for the release of a new Grisette.
Grisette is a beer style but was also a French term for a young working class woman. Initial suggested art concepts given were mostly tongue-in-cheek prostitution references. I felt this might send the wrong message and was missing a great opportunity. I suggested we use this as a chance to champion the movement for a more welcoming environment for women in the brewing industry. Especially considering this brewery itself is owned by a woman; one of only 2 female-owned breweries in the state. Once proposed and drafted, this concept was very well received.
Concept, art & design for a New Zealand themed IPA release. This beer was a collaboration with a brewer friend originally from New Zealand and featuring exclusively New Zealand hops. "Moko" refers to the face and body tattoos of the indigenous Māori people of New Zealand.
The big challenge with this project was in doing the traditional Moko theme justice. Doing so required a lot of research and even more sketching.
Art, concept, & design for a punny seasonal pumpkin beer.
The thinking here was to draw inspiration from classic horror movie posters to create a monstrous, horrid pumpkin monster and use the growing vines as a compositional element throughout the potential packaging.
Concept, art, & design for a general Barley & Hops crowler label. We needed a label for our to-go crowler offerings that could be used on any of our beers. The idea here was to highlight the brand aesthetic and the brand's focus on hop-forward beers.
Fall & Winter coasters
Seasonally themed general Barley & Hops coasters.
Local Guide magazine ad
Advertisement design to be included in a local guide magazine. This magazine was tightly packed with spreads of numerous, brightly colored photo-based ads for other local businesses. In order to stand out on the page the approach here was to do the opposite of the competitors we would be printed next to by creating a bold, simple black and white infographic-style ad.
11 x 17 infographic I created to implement in helping the brewery's non-brewhouse staff gain a better understanding of the brewing process and to be used as a guide to give guests tours of the facility.