Over the last few years, No Label’s been reshaping their image. Once a brewery known for not brewing IPAs, they now have a dozen different IPAs on the tapwall, two of which we’ve had a small hand in: Mangalorian and Sittin Sidehaze. Their new approach includes multiple artists each contributing multiple styles, and it’s the antithesis of consistent, but that’s the key. The labels and merch read more like a community of creativity than a brand with rigid guidelines. Periodically, all of the various different pieces of art will culminate on something like a crowler label, glassware, or a hat. It’s a pretty neat approach that allows for a ton of creative flexibility.
Redesign the original 1980 Kolsh label while retaining the red, white, and blue and adding another layer of 80’s and Americana. This is one of No Label’s top 3 best sellers in retail, so it’s a tall order.
This craft beer illustration was tough. Americana from the 1980’s led to illustrations of drive in movies, but it wasn’t cutting it. Tom stepped in and suggested Back to the Future, the Delorean, something a little less kitschy. Bingo. Nailed it, Tom. No Label’s new label artwork usually features a full-width art panel with the name of the beer on the side, but the old 1980 can had it smack dab in the middle. We had to figure out a way to retain that for visibility on the shelves, and bingo the tire marks came to life. Every No Label label project comes along with an Instagram sticker GIF to be shared on stories as well as a few other deliverables
Going into this relationship – my concern was never with talent, but it was with ability to turn quality work over on a dime and the communicative back and forth that I find that I need. We recently won two Craft Beer Marketing Awards (Crushies) for our team’s top-notch work during the pandemic. If I didn’t have the great communicative relationships with designers and merchandisers to shoot ideas out in the middle of the night, the work would have never been done and furthermore – would not have been recognized on such a scale. Safe to say, Anthony [and the Beer Chronicle team] does fit that mold. Whether it’s giving him specific ideas to bring to fruition or letting him go wild with very little direction, the results are creatively satisfying.
He’s a talented man, a good man – worthy of your hire.
– Tom Paynter, Co-Owner/Marketing Director
CONTACT US NOW FOR CRAFT BEER ILLUSTRATION
Art Direction: Tom Paynter, No Label
Illustration, Animation, Graphic Design, Merch, Project Management: Anthony Gorrity
July 20, 2020