Matt Ledwold

lino print exploration, eventually settling on a mix of lino and illustrated graphics

examples of finalised designs

initial sketches

chosen direction

visual experimentation

aim

Design a beer label series for Cloudwater, capturing the brewery’s focus on nature and seasonal ingredients through imaginative, abstract visuals.

aim

Design a beer label series for Cloudwater, capturing the brewery’s focus on nature and seasonal ingredients through imaginative, abstract visuals.

solution

Each label features a surreal collage of tiny people interacting with oversized plants, using colour and activity to reflect each season.
I then elevated this by creating new versions using hand-drawn illustrations and lino printing to explore different styles.

solution

first designs

Some time after completing this brief, I presented this work to a group of designers, who encouraged me to develop these pieces into an illustration project, due to the potential of having more creative control, rather than relying solely on stock imagery and blending in Photoshop.

Some time after completing this brief, I presented this work to a group of designers, who encouraged me to develop these pieces into an illustration project. This is due to the potential of having more creative control, rather than relying solely on stock imagery and blending in Photoshop.

illustration experimentation

illustration experimentation (swipe right)

I wasn't sure what direction to take the design in at first, altering the amount of detail, changing the colour scheme from random colours to seasonal colours, it always seemed inadequate. However once I started testing out different methods of design, I felt like I was going in the right direction to make a modern, approachable brand.

I wasn't sure what direction to take the design in at first, altering the amount of detail, changing the colour scheme from random colours to seasonal colours, it always seemed inadequate.

However once I started testing out different methods of design, I felt like I was going in the right direction to make a modern, approachable brand.