In October 2019, I was invited by Lagunitas, Heineken and Bon Esprit to follow 5 French bar owners on their way to create a beer to their taste in Petaluma,
near San Francisco (CA), in the Lagunitas brewery.
My role there was initially to capture the important scenes of the trip in order to transcribe them into silent illustrations.
Once back in France, my role was to create the label for the beer brewed for the occasion, which was soon to be released in a limited edition.
near San Francisco (CA), in the Lagunitas brewery.
My role there was initially to capture the important scenes of the trip in order to transcribe them into silent illustrations.
Once back in France, my role was to create the label for the beer brewed for the occasion, which was soon to be released in a limited edition.
ILLUSTRATIONS
In order to plan and think about the 11 illustrations I was commissioned to do, I took photos of the places we were visiting, made in situ sketches of the invited team members and had access to part of the production of the photographers who were following this stay with me.
The aim was to keep a sketchy & semi-realistic aspect while composing the images in order to highlight the important elements of the stages of our stay
at the Lagunitas brewery.
The aim was to keep a sketchy & semi-realistic aspect while composing the images in order to highlight the important elements of the stages of our stay
at the Lagunitas brewery.
Some of the final illustrations I've done there, representing the people I followed and places we've been to.
THE LABEL
Once the name of the beer (Petaluma Fuzz) was found by the team of guest bartenders, validated by Lagunitas and we had just returned from the trip, I had to make the label that will adorn the bottles of this limited series.
Here, my goal was to use a more pop and comic style than for the illustrations.
To give an amusing vision of beer as close as possible to the moments
we spent there.
The different elements represented on the label underline the stages of our stay while forming an overall composition that represents the spirit of this beer created for the occasion.
Here, my goal was to use a more pop and comic style than for the illustrations.
To give an amusing vision of beer as close as possible to the moments
we spent there.
The different elements represented on the label underline the stages of our stay while forming an overall composition that represents the spirit of this beer created for the occasion.
MERCHANDISING / COMMUNICATION
I also made some small exclusive designs for this project to create merchandising and communication objects.
These range from small badges to be used on social networks, to cardboard masks to the Petaluma Fuzz t-shirt and cap.
These range from small badges to be used on social networks, to cardboard masks to the Petaluma Fuzz t-shirt and cap.
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