Traveling stimulates our brain. And furthermore, it is scientifically proven that the simple act of thinking about packing our bags generates a series of chemicals that make us feel good, happy and motivated.

The prelude to any trip is special, since it is not only about booking tickets, choosing accommodation or preparing a list of the places you want to visit, but also about imagining yourself living the experience. That visualization causes, at least in my case, a mixture of nervousness and adrenaline that is tremendously satisfying.

Today, one of the great allies for discovering new places are social networks. If you are clear about how to use them and what you like, they are much more revealing than any other conventional guide. They are tools that in a way allow us to learn and get closer to the personality of that bar, that store or that restaurant that for some reason has caught our attention. In real time and without filters, they allow us to interact and draw our own conclusions from their content, their way of communicating or even from the posts shared by the locals.

I must admit that, being a beer enthusiast, you can imagine that on my list of pending destinations there are several based in California (USA). And there, precisely, is where designer and illustrator Daniel Patrick Simmons is located.

Daniel is the creative freelance behind many of the artwork for Homage Brewing, a brewery located in Pomona, a city located in Los Angeles County (CA). Every time I see a Homage Brewing post on their Instagram account, an enormous desire to get on a plane awakens in me. And even more in these times, the desire to be able to travel again!

If I think about the aspects that most impacted me when I discovered Homage Brewing- in addition to its firm commitment to experimentation and the production of mixed fermentation and barrel-aged beers with Belgian inspiration -, it is quite clear to me: the defined visual identity and the label designs.

The creativity of Daniel's work with Homage is something that really inspires me and that I could not miss in C R A F T E D. That is why I have contacted him, to learn more about his way of working and his creative process. Thanks for everything Daniel!

Ø: Your creative work ranges between different industries and places in the world, from London to Dubai, but one of the clients you have been working for that is particularly interesting for us here at C R A F T E D is Homage Brewing, a small brewery and tasting room located in Downtown Pomona (California), specialized in Barrel Aged, Saisons, hoppy beers and lagers.

Can you tell us when and how you began working for them, what was the process of creating the identity of the brand through your labels, and which creative aspects have you had in mind when designing its identity in a market as competitive as the one in California, that reigns the craft beer production in the US?

Daniel: I connected with Matthew and Lauren from Homage Brewing back in 2013 shortly after I left my day job and transitioned to freelance full time. With Lauren’s background in marketing and Matthew’s music experience the initial strategy was straightforward: pair impactful song titles with original label artwork in effort to pay homage to the musical greats with unique and complex beers.

Our first step was to develop a strong logo and distinctive label artwork for four releases: Discovery, Reckoner, The Whitest Bier Alive, and Unknown Pleasures. My personal goal was to put together a look that would stand out on the shelf, a sort of visual reset from the traditional label designs prominent at the time.

Ø: In your opinion, what qualities do you think a good illustrator and/or graphic designer should have who is interested in working for the craft beer sector?

Daniel: What makes working with craft beer so exciting is that it’s always changing. New beer may be released on a monthly or quarterly schedule and you have to be adaptable and quick enough to develop and deliver along that schedule. More importantly I’ve found that to be most effective at my job I need to have a genuine curiosity in my client’s work. The better I understand their vision, the easier it is to provide relevant design solutions.

Ø: In addition to your work for Homage Brewing, have you collaborated with other breweries?

Daniel: I’ve partnered with a number of clients in the food and beverage industry, but Homage has been the only brewery that I have invested such a significant amount of time. We’ve been working together off and on since 2013 and it’s been such a joy to follow their success, especially as they have a new location coming soon to Downtown Los Angeles.

Ø: If you had to choose a project from your portfolio that you are most proud of, what would it be and why?

Daniel: Homage is one of the most diverse and fun projects I’ve worked on and the number of releases we’ve developed has lead to a great body of work. It’s refreshing to work with people that have such a clear vision for their brand. Another favorite is Laika Coffee, a coffee producer and cafe based in Perth, Australia, named for the first dog sent into orbit via the Russian space program.

Ø: Do you prefer to face the creative process alone, or as a team?


Daniel: I’ve been working independently for almost ten years now, but because the creative process is collaborative by nature I lean strongly on my clients to bring their vision to life. I encourage their input as much as possible in the early stages, uncovering their goals along the way so that once art production begins the pieces just fall into place.

Ø: Which brands and / or graphic designers in the craft beer world do you admire?

Daniel: Matthew and Lauren of Homage introduced me to Mikkeller early in our relationship and ever since I’ve admired the work Keith Shore has done with that brand. Their beer is great, but the Mikkeller name has evolved into something bigger than beer and I think that’s what every brand designer wants to achieve with their work.

Ø: Finally, can or bottle?

Daniel: While I appreciate the convenience of aluminum, nothing beats a frosty cold bottle or mug.