Jen Borror of Hoot Design Studio: Why your talented artists' work gets bungled at canning time
Episode description
In this episode of The Craft Brewers' Creative, Jenna is joined by Illustrator Jen Borror of Hoot Design Studio. Jen has had her art featured on beer cans for Monument City Brewing, 1623 Brewing, and Telluride Brewing Co.
KEY TAKEAWAYS
- A graphic designer and an illustrator have two different sets of skills. An illustrator draws the art and the graphic designer does the layout and branding.
- Most breweries will use both a graphic designer and an illustrator but Hoot Design Studio do both.
- Jen recommends new breweries work with an experienced graphic designer rather than an artist. There is so much more that goes into the can than just the art. How does it all fit? What font will grab attention? How should the file be formatted to wrap around the can?
- If a file isn't formatted properly when it goes to the printer, they will charge you more to fix it.
- A brewer has put time and money into making their beer, and they're trusting the designer to sell what they have made. Does it represent what's in the can? Does it make people want to pick it up off the store shelf?
BEST MOMENTS
‘I'm not just and artist, I'm a graphic designer too, I can do this whole label'
‘It's a visual taste for what people expect to find when the open the can'
‘Freaky Fish! That is so fun, one of my favorites, from Telluride'
VALUABLE RESOURCES
instagram.com/hootdesignstudio
instagram.com/monumentcitybrewing
instagram.com/telluridebrewing
ABOUT THE HOST
Jenna Steele fell in love with the craft beer industry while studying hospitality at Cornell University, where she graduated with a Bachelor of Science in Hotel Administration. In one of her courses, she was able to try countless craft beers, from across the US, in every style. Though the beer was good, the can art stood out. She wanted to know more about how the cans came to be.
Jenna's love for craft beer is primarily due to beers and breweries' creative and visual elements. Got cool can designs? Heck yeah.
After working in finance for a couple of years, Jenna returned to her love of craft beer. She wanted to hear the stories behind can names and designs, brewers' backgrounds, breweries, and hear from label artists themselves. So, she took it upon herself to start The Craft Brewers' Creative under her Craft brand, Beer Can Lover.
On The Craft Brewers' Creative, Jenna interviews brewers, graphic designers, marketing managers, creative directors, owners, and everyone in between about themselves and the beers they bring alive.
You can find Jenna and her craft beer content on Instagram @beercanlover
If you want to contact Jenna, email pod@beercanlover.com
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