Bringing an Imperial Stout to life with character illustration!DRINK YOURSELF A JACKET
Drink Yourself a Jacket is a custom craft beer label illustration I created for Happy Valley Brewing Co. This case study takes you through the creative process, from initial sketches and colour exploration to the final printed beer can and packaging artwork.
Project at a Glance
The Brief Happy Valley Brewing Co. wanted me to create the artwork for the beer label and matching tap decal for one of their upcoming Queensland winter craft beer releases, Drink Yourself a Jacket.
Inspired by the tongue-in-cheek phrase "Drink yourself a jacket”(the idea of a drink being so warming it feels like you've put on a jacket) the brief was to create artwork for a rich Imperial Stout that felt dark, bold and warming, while still having a fun side.
From the outset, I wanted to create an illustration that would make people smile, spark curiosity and feel perfectly at home amongst Happy Valley's colourful and playful range of beers. For me, it wasn't just about illustrating a stout; it was about giving the beer its own personality and creating a character people might remember long after they'd finished the last sip!
Creating the CharacterOne of the things I enjoy most about illustration is looking beyond the obvious solution. The original concept suggested someone wrapped up in a fur coat enjoying an Imperial Stout, but as soon as I started thinking about the brief, my mind kept coming back to a Sphynx cat instead.
I felt a character would make the label more memorable and instantly give the beer its own personality. Animals have a natural charm that people connect with and they lend themselves brilliantly to storytelling. Rather than simply illustrating someone drinking a beer, I wanted to create a mascot that looked like they genuinely belonged on the can.
A Sphynx felt like the perfect fit. They're a little unusual, full of attitude and not everyone's first choice... rather like an Imperial Stout. They're definitely an acquired taste, but the people who love them really love them, which felt like a fitting visual metaphor for the beer itself.
Sometimes the strongest part of a project isn't coming up with dozens of ideas, it's recognising the right one early and giving yourself the time to develop it properly. Once I'd settled on the concept, I focused on refining the pose, expression and little storytelling details that would bring the character to life.
Developing the IllustrationThe oversized fur coat became a visual extension of the beer itself…rich, warm and comforting. The almost-empty pint suggested he'd already been enjoying the stout, while the
cheeky tongue-out expression reinforced the humour
behind the beer's name.
Colour was another important part of the storytelling.
I pulled inspiration from the Imperial Stout itself. Deep chocolate browns, warm cream tones and golden highlights helped create a sense of richness and warmth, while the Sphynx's natural colouring provided a strong contrast
against the darker palette.
It's The Little Details!For me, characters come to life through the wee details.They may seem small individually, but together they're what transform an illustration from "a cat holding a beer" into a character with attitude, humour and a story of his own.
As the artwork developed, I deliberately refined the textures, shadows, highlights and foam details to push that personality even further.
Seeing this project go from my sketchbook to product has been such a rewarding journey.
There's something pretty awesome about walking into a brewery and seeing your artwork sitting in the fridge ready for someone to enjoy.
That's exactly why I love illustrating for products—giving them personality, telling a story, and creating something that people can actually pick up and experience.
The Finished Product
FANCY BRINGING YOUR OWN PRODUCT TO LIFE?
I love creating bold, playful illustrations packed with humour, heart and personality. If you're looking for artwork that makes people stop, smile and reach for your product, let's have a chat.