As craft breweries try to stand out in a crowded market, they’re finding that the art on the can may be nearly as important as the beer it contains.
“Using a local artist makes our brand feel authentic and alive,” says Natalie Yoder, co-owner of Stodgy Brewing Co. in Fort Collins. “An artist brings originality and creative energy that you simply can’t get from something off the shelf.”
Breweries have long collaborated with local artists, from painting murals to designing T-shirts for sale. Creative beer labels became even more important during the COVID-19 pandemic, when breweries had to tell their story through their label art rather than the taproom experience.
Artist Chase Moore broke into label design during the pandemic. He was working at WeldWerks Brewing Co. in Greeley when breweries had to survive on to-go beer.
“Everyone was struggling to have can art labels done,” he says. “It was a good time for me to get into it.”
The pandemic eventually ended, but the art stayed relevant. Breweries continue to seek out local artists for their branding, and the collaboration is something both find rewarding. Breweries and artists get to have fun with the designs, which are often full of inside jokes or inspired by something personal, like the brewer’s pet or their favorite camping spots.
“There is a playfulness in beer labels,” Moore says. “It’s an experimentation both in the product and in the marketing that breweries are known for.”
Chase Moore with the label he designed for Mythmaker Brewing’s The Dark Harvest Fresh Hop Black IPA.
The artists and their vision
Despite holding an art degree from Colorado State University, Moore worked as a brewer for the now closed Black Bottle Brewery before he made a living as an artist. His style is largely based on his love of comic books, and he finds inspiration in “creating a narrative” and “finding the story behind the label.” In addition to WeldWerks, he has worked with several breweries on their can art, including Mythmaker Brewing in Fort Collins and Woods Boss Brewing Company in Denver.
Madeline Mendell, a trained painter and muralist, grew up around craft beer since her father was a homebrewer. She now works as a beertender for Gilded Goat Brewing Company in Fort Collins, and although she has yet to break into label design, she has crafted T-shirts, signs and murals for local breweries. She goes for bold colors and derives much of her inspiration from Colorado landscapes.
“I have always been drawn to the mountains,” says Mendell, of Fort Collins. “It makes it easy for me to play on the landscape and goat aspect of Gilded Goat’s branding.”
Stodgy Brewing Co. beer label designs by Kyra Nance for their West Coast Pilsner.
Kyra Nance, another Fort Collins artist, has an illustrative style that reflects her love of drawing. She was working as a landscape designer when she formed a friendship with Yoder, Stodgy’s co-owner, who reached out to her to design their logo and later their beer can labels. Today Nance works with several local businesses as a graphic designer.
She took inspiration from Stodgy’s patio brewery vibe and incorporated it into her designs. It doesn’t hurt that she enjoys Stodgy beers as well.
“Kyra’s hand-drawn artwork captures our rustic, backyard feel beautifully,” Yoder says.
Ashley Fueger and James Lloyd, co-owners of Purpose Brewing & Cellars, with Madeline Mendell (right) in front of her mural.
Brewing up designs
While Moore, Mendell and Nance vary widely in their artistic style, each have found a brewery that resonates with them. For example, Moore wanted to move toward retro-style horror comic book art, and Mythmaker’s owner, Tom Moseman, was onboard.
“As a horror fan myself, I thought it was a great idea, and I hadn’t seen any other breweries use the style,” Moseman says.
Moore created what he calls “hopcreeps,” spooky characters designed for Mythmaker’s beer labels. One such creep, The Embalmer, is a mummy-like character that was used on their Fresh Hop India Pale Ale can. Moore hopes to use it again on a future special-release label.
“Each label may be a one-off beer release, but it has the potential to be part of a bigger story or fictional universe,” Moore says. “I see a strong connection between the serial aspect of comic books and the recurring limited release aspect of beer labels, which have the potential to be a series in their own way.”
Nance enjoys the collaboration between breweries and other businesses, such as Stodgy’s collab beer with Brave New Wheel, a bike shop in Fort Collins.
“When I found out that Brave New Wheel had a company joke about having a ‘train beer’ whenever the train went by, I knew I had to incorporate the train into my design,” she says.
That’s how Train Beer, a West Coast pilsner, was born. Nance draws her labels by hand on an iPad, then she transfers them to a digital program.
“I really enjoy the analog part, beginning with a hand-drawn illustration,” she says.
While an artist can take a brewery’s messaging a little further, beer labels are also an opportunity for a brewery to create a personal link to their community, Yoder says.
“By collaborating with local talent, we’re not just creating a label; we’re telling a story and supporting the people who support us,” she says.
