It’s no secret around these parts that Bevel Design is passionate about two things: great design and great beer. In 2003, we started working with Clipper City Brewing Company on launching a new brand line Heavy Seas Beer. In the beginning, this line was set to stay under the parent company, but the Heavy Seas brand started to grow exponentially with its national popularity. So in 2009, Clipper City asked Bevel to help redesign the entire brand and bring it all under the Heavy Seas brand name. As the company has grown, we have managed the progress of the company logo, labels, and packaging.
Flash Forward to Present Day (we get better with age, obviously)….
When Hugh Sisson, managing partner of Clipper City Brewing Company — maker of Heavy Seas Beer, paid us a visit to discuss his new product line, Uncharted Waters, we couldn’t help but salivate. The Uncharted Water Series is the breweries highest ABV% beer, sold seasonally in 22oz bottles.
These premium small batch beers are rich, robust and aged in wood barrels to draw out a wide range of complex palate-pleasing flavors. We may not have asked Hugh to bring in some samples, but they definitely helped spark our creative process. Having already designed his line of Heavy Seas Beers with great success, Sisson left the creative direction up to Bevel with one stipulation: visually push the wood barrel messaging.
What is graphic design?
I could answer that question by giving you a lengthy dissertation on practice, theory, history, skills, tools and applications, but that’s what Wikipedia is for. Besides, your eyes would glaze over 10 minutes after I began explaining the theory of color.
My late grandmother described my job as a graphic designer in one simple sentence: “He draws pictures all day.”
Her frame of reference was watching me draw fight scenes between tigers and knights with my busted up Crayolas while she cooked boiled chicken.
Making great trash.
But seriously, what is graphic design?
Let me answer that with another simple sentence: “It’s making trash.”
In our business, when we design packaging graphics our ultimate goal is to see our work in the garbage can. Meaning a consumer purchases the product, opens it …and throws it out. Mission accomplished.
While that sequence sounds simple, and in some ways it is, what starts as a random shopping excursion at Target on a Saturday afternoon can quickly become sensory overload.