As a Hops is a  free magazine, it's vitally important that the covers have a consistency but also that each is bold, unique and screaming clearly 'this is all about beer!' It's distributed throughout Shanghai, Beijing and Shenzen's bars and clubs and fights for attention amongst the many other free listings and industry magazines. 

When re-branding Hops and re-working the magazine's design I stressed the importance of keeping beer and beer drinking at the heart of every cover design. The style that has developed is a fun, collage based photo montage/still life style and they're really fun to create. The designs have become somewhat of a talking point and draw a lot of attention to the magazine which is exactly their purpose.