Art and design often complement each other in the world of consumer products, and both demonstrate that there is much more involved with the process than making objects look pretty. Art provides expression and open interpretation, while design uses that expression to provide purpose and help define its vision. When the two join forces the result can be beautiful, captivating its audience with meaningful information, functionality, and emotion.
Craft beer label design operates in a similar way. As store shelves become more crowded with product, breweries have begun utilizing the talents of local artists and designers to help gain an edge over the competition. In addition to buying great beer, consumers essentially receive a piece of art – one that is designed to capture your attention, and keep it. As a result, stronger emotional connections and relationships between consumer and brewery are being formed with each new batch.
One artist who has a knack for establishing a strong emotional connection through her artwork is Heidi Geist. Operating out of her Portland, ME studio, she has developed a reputation for delivering exceptional work for the New England craft beer industry, and has built an impressive list of clients that continues to expand. Bissell Brothers, Boothbay Craft Brewery, and Barreled Souls Brewing Co. name just few. Her painting style is attention-grabbing, and her pen and ink work is unbelievably detailed. In an industry that is becoming increasingly more difficult to stand out and find a unique and competitive edge, it is refreshing to see that Heidi has found a style that is truly her own.
We sat down with her to get a better understanding of how she approaches her design process: From collaborating with big-name breweries, to her approach and execution of each new project. Our interview below has all the insight! We also owe a special thank you to Rob Arseneau (@brew_hound) for introducing us to Heidi and for helping to set up this interview.
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