By Dustin Gouker
For the Oregon Beer Growler
Bend artist MaryLea Harris wasn’t a beer fan when she moved to Bend four years ago. But she quickly learned to love the artwork that changes annually on the packaging for Deschutes Brewery’s Jubelale.
“When we moved here, I remember being at the grocery store here in Bend and there was this amazing display of beer,” Harris said. “I was blown away by the artwork on the cases of beer, and I actually bought one because the art was so cool. I had no idea what the beer inside would taste like, but it was so pretty I had to buy it.
“There’s judging the book by its cover, this was buying beer by its box.”
Just four years later, Deschutes tapped Harris to create the artwork for the 30th anniversary of Jubelale, the brewery’s signature winter beer. And for the occasion, Harris accomplished a first in Jubelale history — Deschutes actually commissioned four pieces of art for this year’s beer. Harris’ series of snowflakes appear on different bottles in each package.
“I suggested the idea of doing a series,” Harris said. “Just like no two snowflakes are alike, no two beers are alike.”
Harris specializes in mixed media. And while that might be difficult to pick up from the two-dimensional beer packaging, paint wasn’t the only medium employed in creating the art that inspired the labels. Harris’ snowflake series uses plaster, acrylic paint and Jubelale posters glued to the background.
The result was the latest unique take on winter in Oregon for the Deschutes seasonal. Even though Harris is an experienced artist, the project could be intimidating at times. Deschutes approached Harris to do the artwork in April. When she met with the brewery’s founder Gary Fish, she wondered what she had gotten herself into.
“He took me through the gallery of the past artwork and told me what we liked and didn’t like about each piece,” Harris said. “I walked out of it like, ‘Please don’t mess this up.’
“But the best advice Gary gave me was when he told me: ‘We still want you to make it your art. Don’t take it too seriously, it’s only beer.’”
The turnaround time from commission to completion was just under a month, which presented challenges beyond the timeframe.
“I was painting at Easter time trying to channel wintry thoughts,” Harris said laughing, recalling the process. “So I actually psyched myself out by closing the blinds to my studio. I played Christmas music. I burned a candle that smelled like a wood fire. I made hot cocoa.”
She also had inspiration from the Bend art community, to which Deschutes usually goes for the Jubelale commissions. From living in Bend, Harris eventually got to know Avlis Leumas, who did the artwork for the “owl” Jubelale in 2013 that so struck her when she moved here. As she came up with this year’s art, she confided in Karen Ruane, a good friend who did the 2016 label. (The Jubelale art is often kept “top secret” until its release.)
Harris said she approached the process perhaps a bit differently than some past artists likely did. With a background in marketing as well as fine art, Harris said she was very concerned with producing images that would look good on the packaging, even though that part is taken care of by Deschutes’ marketing team.
“My trick when I was painting, I would take photos of the painting, and then hold my phone with the photo up to a beer bottle and see how it was going to look at that size and shape,” Harris said. “It really helped the process.”
Four years ago, when Harris and her family moved here, she said she wasn’t a big fan of beer. But drinking a Black Butte Porter soon after she got to Bend changed her tune. “I became a Deschutes girl from the very beginning,” Harris said.
Now the art of the converted beer drinker is on shelves around the country.
By Anthony St. Clair
For the Oregon Beer Growler
Breweries use and support the arts in different ways. For Eugene-based Ninkasi Brewing Company, support of the arts and collaboration with artists has been key to the 10-year-old brewery’s brand and growth.
“The forward-thinking use of artwork in our creative has been a significant factor in the success of our brand,” explains Jon Rogers, Ninkasi’s chief marketing officer.
In 2015 Ninkasi launched an Artist in Residence (AIR) Program, which celebrates its first anniversary this month. In addition to his work for bands such as The Black Keys and Dave Matthews Band, Eugene artist Neal Williams created art for Ground Control, an imperial stout fermented with yeast that survived a trip to space and back. He’s now been working with Ninkasi for a year as their current AIR, but plans are for him to continue working with the brewery’s in-house design and marketing teams.
“When I came to Ninkasi, I got the chance to see the brewing process and learn more about the care and attention to detail that goes into the beer,” says Williams. “It's all about taking the time to produce something of quality. I feel exactly the same way about my illustration work.”
With the 10-year anniversary coming up, Williams, Ninkasi’s design teams and co-founder Jamie Floyd all decided it was time to refresh Ninkasi’s beer branding.
“Neal did our Dawn of the Red rebrand,” explains Floyd, “but the full rebrand is a team effort, including Neal. They worked together to create those new looks. The beers have character, and they have personalities. It’s good for us to be able to give some personalities to things and have it look right. The rest of our brand has shifted to more of a graphic style, and have more stories that make it look like a brand suite, that gives it all continuity.”
Ninkasi recently released the new looks as part of their first full rebrand. Part of the success of the new look, says Floyd, is that Ninkasi’s in-house design and marketing teams can work alongside brewing and sales teams. Through meetings with brewers, marketing and sales, designers and artists gain a better understanding of the stories and journeys that each beer has gone through, from development to customer feedback.
“Our art team has made some incredible strides,” says Floyd. “Having so many skills in-house is amazing, and it helps a lot to have it in-house. We can see things all the way through, and have creative ideas that are not borrowed. The brewing team shares research beers they’re doing and [they] get a chance to talk about the beers and why they’re doing them. If those beers become beers we produce commercially, then the marketing team knows what the brewers thought, and that really gets their creative juices going.”
Ninkasi’s interest in the arts also leads to some arts that you might not normally think of — such as running. Running is a large part of Ninkasi’s company culture, including an end-of-run pint (a Wednesday employee running club finishes at the tasting room). “We thought that a lot of times breweries tried to make beers for runners, it didn’t work,” says Floyd. “We are runners, and we know that when we’re done we don’t want a light lager — we want an IPA. And we just ran, so we don’t worry about the extra calories. ”
Creating the beer went beyond usual test brews and pilot batches. During March and April, initial batches were produced and distributed to runners at 25 Beer Run Test Batch events, held nationwide in partnership with local running communities. “It was great to get the input of what runners wanted and do test batches with them,” says Floyd. “Running clubs liked it too because they were involved, and felt involved. It was a lot of fun, and it worked.
Ninkasi is now partnering with local wholesale partner Bigfoot Beverages and TrackTown USA, the local organizing committee for the Olympic Trials, to bring Beer Run to the University of Oregon’s Hayward Field during the July 1–10 competition. Beer Run IPA will be on tap at four locations during the Trials, which are expected to attract over 172,000 fans.
For Floyd and Rogers, the arts are at the heart of Ninkasi. “We bring multiple artists with varied skills into our brewery,” states Rogers. “Our goal is to continue to enhance our brand, our workplace and the greater Ninkasi community.”
OBG Blog Archives
Welcome to our archive pages! Read stories from the print edition of the Oregon Beer Growler from June 2012 to January 2018. For newer stories, please visit our new website at: