B E C K ' S A R T L A B E L
Having pioneered 'art labels' over 25 years ago, Beck's invited me to showcase my work on their bottles for the 2018 reboot. Following in the footsteps of creative giants such as Gilbert & George,
Tracey Emin, Jeff Koons and Damien Hirst, the invitation to present my work to the nation across 10 million bottles came as an honour and a privilege.
The inspiration for my label came from the insight that Beck’s is brewed to historic purity laws using only four ingredients. I considered what else follows a similar rule of purity through limited ingredients?.
The answer I discovered is simple, if epic in scale. Four basic elements make up over 99% of organic molecules - Carbon, Hydrogen, Oxygen and Nitrogen. When combined the multitude of life is incredibly complex and varied, but all adhere to a very simple and pure law - Evolution through Natural Selection. My ‘Tree of Life’ design contains specimens from all six major classifications of animals.
I also wanted to use this platform as an opportunity to voice an environmental message. The animals are represented looking up to us, as I wanted to show them looking vulnerable with an air of uncertainty.
With so many of the world's species under threat, without greater care for our impact on nature, we may end up sending them, and us, to extinction.
Tracey Emin, Jeff Koons and Damien Hirst, the invitation to present my work to the nation across 10 million bottles came as an honour and a privilege.
The inspiration for my label came from the insight that Beck’s is brewed to historic purity laws using only four ingredients. I considered what else follows a similar rule of purity through limited ingredients?.
The answer I discovered is simple, if epic in scale. Four basic elements make up over 99% of organic molecules - Carbon, Hydrogen, Oxygen and Nitrogen. When combined the multitude of life is incredibly complex and varied, but all adhere to a very simple and pure law - Evolution through Natural Selection. My ‘Tree of Life’ design contains specimens from all six major classifications of animals.
I also wanted to use this platform as an opportunity to voice an environmental message. The animals are represented looking up to us, as I wanted to show them looking vulnerable with an air of uncertainty.
With so many of the world's species under threat, without greater care for our impact on nature, we may end up sending them, and us, to extinction.
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T H E B O T T L E
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P R O D U C T I O N |
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FINAL ARTWORK
PRINT CLUB LONDON LAUNCH EVENT