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 including this one 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.
Come up with a parody beer label that pays homage to Katy and the Mandalorian while somehow making mangos fit into the visual.
I wordlisted, and wordlisted, and wordlisted before meeting with Tom to discuss, and it hit me like a lightning bolt! Make the helmet a mango! And then make Baby Yoda as if he were a little hop! We were off to the races sketching this beer label illustration on the iPad. A bright, colorful approach with grainy brushes brought character and texture to the fantasy scenery. 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 LABEL ILLUSTRATION
Art Direction, Illustration, Graphic Design, Animation, Project Management: Anthony Gorrity
July 28, 2021