The making of labels for Monkfish Brewery
Aim: to make a design of beer labels, names and architecture of brands, common rules of design.

The common conception is based on sea stories, and behind each brand of beer there is a separate character and a unique story. How the story of the conception started, one can read in a story about designing a logotype for "Monkfish Brewery".
Names + Illustrations
We've kept author's descriptions of the illustrations for labels as is.
Lemongrass APA

There's nothing outstanding about the symbol of Calypso. It's a bit of paradox that her talents were mostly about great sewing skills, as legend goes. It's presumed that this beer is for ladies and it's mood is rather independent.
This image represents the nymph as something sewn from a world a bit less real than the legend itself. Her beauties are somewhat like an image that tears down when any of her tempers prevails.
She represents both an archer and a sail. She's well-gathered, independent, and rather strict. She doesn't exactly goes out of waves, but rather slides out, though quite steady.
American Pale Ale

This monster is huge, a magnum opus of God's Providence; seamen often mistook it for an island.
This pale ale directly refers the American War of Independence of 1775. There were glory, luxury, and tragedy. So there are black pearls in the bosom of the monster. Some of them is lost and floats in a wave. However, this creature isn't live-bearing, so we used an image of geoduck.
An outline of body floats inside the head of the creature, surrounded by some unknown details.
The geoduck is native to the west coast of North America. The shell of the clam ranges from 15 centimetres (5.9 in) to over 20 centimetres (7.9 in) in length, but the extremely long siphons make the clam itself much longer than this: the "neck" or siphons alone can be 1 metre (3.3 ft) in length. The geoduck is the largest burrowing clam in the world. It is also one of the longest-living animals of any type, with a lifespan of up to 140 years; the oldest has been recorded at 168 years old.
Robust Porter

Unlike Poseidon of Greece, at first he had nothing to do with seas or oceans. Romans made him to rule them all after Poseidon appeared in ancient Greece. An advertisement campaign was inevitable, and it turned the god of rivers into a god of seas, so that navy would not fear to conquer faraway isles before enemy comes there.
How shall we emphasize that this god is the god of fertility, the essence and the power of earth?
Recognisable features like elongated torso and wide dressed thighs. Strong build and indicating gesture. He definitely is not flexible; he's very strict and even would look clumsy if he were human. As a god of seas, on the contrary, he is staunch. The crowned image was made after recollections of Ernst Gombrich. There's something unclear and alien about this incredibly ancient figure.
Coffee Stout

We cannot see the figure itself: there are protruding arms, legs with boots, a hat covers the top of the head, while the left hand holds a stick with an improvised flag. It was important to paint the flag torn, not to mix an impression with godly holistic image of Calypso. This one built his ship from bits and pieces, he's ready to risk.
This sort of beer, its shades, the passion for adventures and immeasurable trust in luck. This combination seems to be both the most comic and the most vulnerable.
Double IPA

Statistics say that almost 89% of consumers of beer suffer from herpetophobia. This is a fact without rational explanation.
This hydra can as well change its symbolism. Once sleazy and rapid, it can turn into Irish seamrog, or an old Irish semroc.
Then our hydra starts bringing luck! It loses old skin and shows the new one, with shade of shamrock. This is the way to make her shine. It's too simple to paint a two-headed hydra, let's just her jaws in halves.
We have waves going to the left and to the right, but we haven't pictured a whirlpool yet. Hydra is no plant, and we can emphasize the graciousness of the sea creature with a light upheaval of a wave.
A shamrock is a young sprig of clover, used as a symbol of Ireland. Saint Patrick, Ireland's patron saint, is said to have used it as a metaphor for the Christian Holy Trinity. The name shamrock comes from Irish seamróg [ˈʃamˠɾˠoːɡ], which is the diminutive of the Irish word for clover (seamair) and means simply "little clover" or "young clover".
Herpetophobia is a common specific phobia, which consists of fear or aversion to reptiles, commonly lizards and snakes, and similar vertebrates as amphibians. It is one of the most diffused animal phobias, very similar and related to ophidiophobia. This condition causes a slight to severe emotional reaction, as for example anxiety, panic attack or most commonly nausea.
Red Chilli APA

Hook-shaped grapling iron was prepared for onslaught.
Picturing a storm of a castle or a ship just does not seem a right thing to do. It is better to show the aftermath.
Let's take a wrecked, damaged figurehead of a nymph. Its head cracked at temples. Splinters, a skew silhouette.
It used to stay at the nose, but now it's a completely independent element as the battle's finished.
The hook shall hang on it, yet keep all borders intact. It would look disadvantageously if the hook would cross neck, or pull the figure either forward or down. The best way is to hang it on a separate "splinter".
This element wouldn't look as if it was lost, it would rather appear to be a part of the whole silhouette. It is also important to set the length of the rope equal to the height of laces.
The rope shall be moving, even jumping. Not due to wind though. Butterflies around might make this leap look like there is an independent reason behind these movements.
Local tragedy doesn't drive the velvet travelers away, but it makes a rope rage—the battle clearly has just ended.
Sinful Monk
The name was provided by the client

Belgian Dubbel

First of all, we change sea wave into a wave of book pages. Books or knowledge (meaning science) is sinful within religious environment per se. A large folio, opened widely in proper perspective in the middle of the picture interrupts the visual rhythm, though its pages still follow shape of waves.
We've planned the robes with a hood to emphasize how shameful it is to the character to open up his face. It was important to both lighten clothing a bit while "spoiling" slightly complexion. It should be untidy, dark, but nothing too dark. And it definitely mustn't appear to be pale.
This figure might appear head-on. At first we were going to save this option for the Deadman's chest, but in certain sense the Fall of this character already equals death. It is already outside of time. It doesn't exist in any normal sense, it's looking for itself in a new way of being.
This kind of search, however, probably suits a monk just fine.
It can hold, for example, a teardrop-shaped fruit in left hand, while hiding the right one.
We put the Hannya mask on its groin. It symbolizes jealous lust. Nothing perverted, just unfulfilled desire.
Candles around emphasize the silhouette from behind. It's a reference to a legend about one mad sea monk.
Misty huge tentacles bend behind the figure, constituting one whole horn.
The Hannya (般若) mask is a mask used in Noh theater, representing a jealous female demon. It possesses two sharp bull-like horns, metallic eyes, and a leering mouth.
Dry Hopping Lager

We take a classic image of a Chimera and split it. We make a statue out of it. Some trails are left, and then we drop the instruments and cut the tail. Does it remain a stone after all? Not at all.
Moss, sea mushrooms, and various stones may make this monument look just as alive as a breathing creature.
And then comes a bit of the legend, on the top of its head.
Chimera has never been directly connected with seas, yet it's always been said to live in caves on the seashore.
The legend about it tells that lots of pomegranate trees grew on Chimera's island. Why shouldn't we give the picture more contrast with a huge juicy pomegranate then?
Various shades of red can emphasize the very instruments of an ancient sculptor. An uneasy pause might interrupt studying the picture.
Where is that man?
Well, all of those are but traces to smash the tasty dish. A comic legendary image and bright carmine seals make the whole impression unique. There's a certain inconsistency.
Deadman's Chest
American Wheat Ale

We are emphasizing the likeliness between the real gold and golden colours of wheat.
We'd rather avoided all clear references to traditional beliefs. They aren't bad per se, it's just better to be more careful with consumers' superstitions.
A legend says we've got fifteen men, fifteen bottles, an island, and a devil.
A hare might substitute the death or Devil.
It's an obvious reference to a painting "Death comes to a hare" by Alois Bogach. If a hare's death looks human, a human death can as well look like a hare, right?
Let's add a massive key of human hearts and stylish bow to the letters, though, shall we?
Space among the bottles, lined with borders of the lot of earth, would look well with a bone hence. So, the chest itself is almost made of pure symbols.
Perhaps, we might dwell a bit on the roots of the event and picture a few Аmanita ocreata flowing lower down. These white mushrooms are of toadstools. In North America people call them the Angel of Death.
You can have a look at the results of our labor at the project' page in our portfolio.
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