Isaac Alves

D2D 10 : Art & Craft : Allen Firlit and Three Heads Brewing

Isaac Alves
D2D 10 : Art & Craft : Allen Firlit and Three Heads Brewing

The design industry is quite diverse, covering platforms such as industrial design, graphic design, interior design, furniture, architecture, technology, and much more. Initially, you may not consider including fine artists in the same category, however, many designers start out as fine artists looking for a new avenue to showcase their skills and take their talents further. Thanks to an exploding startup and craft culture, they have been able to do just that, with the craft beer industry being a leading example.

Art, design and craft beer simply complement each other well. Both are essentially created by hand, both provide a platform to tell great stories, and both leave a lasting impression with their consumers. On top of that, craft beer tends to provide more creative freedom incentives to artists and designers when approaching new label design, marketing material, or interior work within taproom spaces. Many craft breweries, especially ones still in their infancy, have been more willing to blue-sky their design as they build their brand identity, which has pushed more established breweries to follow suit. This beautiful partnership has resulted in some of the most amazing work to grace beer shelves in quite some time, with the best yet to come.

Three Heads Brewing, located in Rochester, NY, has embraced the idea that a partnership between art and craft beer can elevate a brand. The visual aesthetic that appears on the label design of their bottles and cans is the work of Allen Firlit, who is an artist, and a teacher, also based in Rochester. Using a unique style inspired by distorting reality and classic artists such as Norman Rockwell and others, each piece focuses on exaggerating and stretching proportions, and showcases a high level of detail with a touch of light humor. We had the opportunity to talk with Al about how he approaches new label design for Three Heads Brewing, and discuss an array of design topics from the research that goes into each of his pieces, to why he loves the challenges of problem solving throughout his process. We invite you to listen to our full conversation below, and be sure to view some of his inspiration and work samples as you listen along!

Please allow a few moments for the audio to start. Thank you!

To view more of the labels illustrated by Allen Firlit, check out the "beers" page on the Three Heads Brewing web site!

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Cheers!