Great Lakes Brewing has been releasing press on the progress of their new rebranding. In the past week, a handful of their new labels have been registered with the Alcohol and Tobacco Tax and Trade Bureau.
What’s really exciting about the new illustrations by Darren Booth is they feature collage! You can see the process at work on GLBC’s blog here for creating the artwork for Burning River Pale Ale. According to the Great Lakes website, “GLBC provided Booth with archival materials relevant to each brand, that were incorporated into his paintings. These discoverable elements bring additional storytelling opportunities to each package.”
I reached out to Darren and he added, “My work is hand-crafted layering paint and collage elements together as it helps me establish a color palette, texture, and mood. It also allows for opportunities to include specific artifacts from GLBC that help tell the stories behind each of the individual beers.” Very inventive and unique.
UPDATE: Three more labels made their way through approval.
Label images research made possible using the highly recommended LabelVision search tool at ShipCompliant.