You can surely agree with me that there are increasingly more people who recognize the importance of design when choosing between craft beers. A well-designed label is much more than a mere claim to attract attention on the shelf, or convince the drinker who is exposed to the incessant bombardment of information that we receive through different digital channels. Because a great label, in addition to communicating and connecting with the consumer, is also capable of transmitting its own personality and meaning.
Probably one of the figures who best understands what I am talking about is the Malaga illustrator and designer Antonio Bravo. And I use the word "figure" completely intentionally, because the word genius, that would be the obvious complement, has been demonstrated for years already.
Antonio began his professional career as a freelance illustrator and designer after training at the San Telmo Art School and, subsequently, obtained a degree in History in his hometown. As he himself points out, "I have been painting since forever, but it took me a few years to turn my passion into my profession."
He entered the beer industry eight years ago, after designing a first label for Naparbier (Navarra) - an Imperial India Pale Ale called Zombreaker. Since then, Antonio has worked and continues to collaborate with many national breweries, such as La Quince Brewery (Madrid), Cervezas Yria (Madrid), Drunken Bros (Navarra), Falken Brewing (Vitoria-Gasteiz) and Ruben’s Beer (Huelva), and international breweries such as De Struise Brouwers (Belgium), Brouwerij de Molen (Netherlands), Seven Island Brewery (Greece) and d´Oude Maalderij (Belgium).
Any fan of craft beer should know who Antonio Bravo is, as he is one of the great ones. And that's why at C R A F T E D, we are honored to welcome him to our Craft Beer and Design series. Thank you very much Antonio!
Ø: Every time you face a new project related to craft beer, what are the questions you usually ask your clients to obtain information and thus better understand their needs?
Antonio: Normally when a client wants to work with me, they usually ask for a drawing with my style to appear on the label. I ask what they want to appear on the label, what are their personal tastes and the style they are looking for (simple, modern, aggressive, etc.). And of course, I always need to know what the beer style is going to be.
Ø: Once you have defined your clients' objectives, do you have any particular system that will help you to start collecting ideas and looking for inspiration? Any routine or method?
Antonio: It depends; often the client knows very well what he wants and we brainstorm together. Other times, I have more freedom to decide and depending on the brand, I look for images and browse books to get inspired. I have no fixed routine when it comes to painting.
As for the method when making a label, I don't always have the same one; however, I always do practically everything on the computer. I usually start by sending a fairly schematic preview sketch. And because sometimes inspiration is whimsical, before turning on the screen I might also doodle something on paper.
Ø: In your opinion, what qualities do you think a good illustrator, graphic designer or drawer who is interested in working for the craft beer sector should have?
Antonio: Firstly they need to know the beer sector a little bit and then, obviously, be good in their field (illustration, graphic design, etc.).
Each style of beer has its characteristics, and the label design should, in part, show or hint at those characteristics. If the designer does not know what the beers are like, I think he will not capture the style as well.
Ø: If you had to choose a job from your portfolio that you feel most proud of, what would it be and why?
Antonio: I can't choose any of my "babies". It is true that some projects I have enjoyed more than others, I also like to have plenty of freedom, but each project can always give me something.
Ø: What brands and / or illustrators of the craft world do you admire?
Antonio: If I think of brands whose image I particularly like, I would say for example 3 Floyds Brewing Co. and Surly Brewing Co.
Ø: Lastly, can or bottle?
Antonio: Normally, can.