Hopulist Issue 1

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How much has the job influenced your relationship with craft beer and vice-versa? I didn’t know what craft beer was so I guess you could say it changed my life! Not a lot of people can say that without being called a prick. You can probably still call me a prick actually. When I started, having not tried the beer, beer was just beer and it was fine. That’s exactly the sentiment this industry fights against now, with so many varieties and so many of our contemporaries (us included) pushing the boundaries of quality, flavour and generally what’s possible. Artwork has a lot to do with that too, as if you pick up something based on its brand and it’s bad, you’re likely to remember that it’s bad and see that as a big red flag next time. I’m definitely not the sort of person who would leave a mate’s birthday drinks because there was nothing good on tap, but it certainly made me appreciate quality over quantity, which can never be a bad thing. It’s a mental world of beer fanaticism and I think at times it gets a bit much, but raising the bar is never going to be a bad thing. | GUESS YOU COULD SAY CRAFT BEER CHANGED MY L|FE! NOT A LOT OF PEOPLE CAN SAY THAT W|THOUT BE|NG CALLED A PR|Ck.
What has been your hardest brief for a project and do you have any set rules? The initial move into cans involved an arduous couple of months of working through the night to get the designs right. I can’t believe how quickly we brought it together to be honest but like anything gruelling it was a great learning experience. The hardest briefs are when I know Logan has a very specific idea of what he wants it to look like, but I’m not 100% clear. That’s when I draw it in bits and slowly build it up into a scene or image. Those usually come out best, but most of the time I’m on crazy tight deadlines. In terms of rules, the recent logo change and subsequent rebrand of a couple of cans came out of the concept of never having to slap your branding on designs - the skull fits nicely into the illustration and my hand drawn copy sits within that, sometimes even forming part of the design. Seamlessness is a good word for it. What has been your favourite project to date? Rebranding Neck Oil, with the video, prints, integration into the extravaganza artwork and everything else was a real benchmark for all of us working together to get something out. I took feedback from the team, Kamilla made that amazing video I got to get in with my pants on, we made t-shirts, prints, had a scavenger hunt across London and generally shouted loud about it. It really paid off and people seem to love it. It was so much fun because it’s a sign of things to come. I can’t wait to get the other few out there now, its so rewarding.
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