HopPun #1 // The first in the hand drawn Watermark Design ‘Insert Hop Pun Here’ Series! #hoppuns #illustration #justforfun #craftbeer

Alongside the rising wave of craft breweries across the United States, competition in retail has caused a dramatic shift toward investing in innovative packaging design for the beer label industry. Some ramifications include the historically significant Milton Glaser bluntly critiquing modern label design last year, but from the beer industry’s standpoint, embracing renowned designers and talented illustrators has become a new radical way to diversify the beer shelf. Contrary to Glaser’s thesis,

Based in Charlottesville, Virginia, Champion Brewing Company decided to release a limited run bottle series. Each label spotlights a fantastical scene that reflects the character of the beer within. But where are we generating our ideas from and how is Watermark executing each label?

THE PROCESS BEHIND THE LABEL:

1. Inspiration. As artists, we utilize our education in art history to reference the styles that might relate to the concept that Champion brings forward.

By Jena:

Sometimes, music just doesn’t do it for me. When you spend most of your days at a desk (sitting or standing) it’s important to find things to keep your creative juices flowing. When music isn’t cutting it, I usually switch to my other go-to: Creative Mornings*. Creative mornings is a breakfast lecture series for the creative community (available to watch for free &

This was a fun infographic that we did years ago that went viral. Enjoy!