Daydream Playbook Entry #20
Collaboration and creativity go hand-in-hand, and there's no group that lives that truth better than our Dogfish Head creative team. In this Q&A, meet the artists behind some of our favorite visuals, discover the power of the "yes, and...", and get a glimpse at their creative process.
From where do you draw creative inspiration?
Hettie Epison, Associate Creative Designer
It might seem like a blanket response, but I draw creative inspiration from the world around me. The world is awe-inspiring and overwhelming in all the best ways, so it can feel more manageable to take it all in when I know the kind of inspiration I'm looking for and can home in on that.
How does collaboration impact your creative process?
Sam Shepardson, Associate Creative Designer
Collaboration plays a huge role in my creative process because inspiration can come from anywhere. Working at Dogfish, I’m constantly inspired by the people around me and the passion they bring to their craft. Cross-functional collaboration is essential to success, and creating labels is a unique way of bringing together the hard work of everyone in the company into a single visual story. I’m especially inspired by my fellow creatives. Brainstorming ideas, sharing things we find interesting, and exchanging feedback helps spark new perspectives and push concepts further. Working alongside such talented individuals challenges me to grow, fuels my creativity, and allows me to do my best work knowing we support one another every step of the way.
Amanda Moulton, Associate Art Director
Collaboration is a big game of improv – the “yes, and …” makes every idea bigger, sharpens details, adds dimensions and color until the final winning idea immerges. Can we create without collaboration? Sure. But it’s a lot more fun when you’re sharing ideas with your closest creative allies.
Tell us more about how you interpret words and flavors into works of art.
Sam Shepardson, Associate Creative Designer
Translating words and flavors into visual art is one of the most exciting parts of my job. Every project is different and depends on the character of the product itself. Sometimes a particular ingredient or flavor takes center stage, making it easier to build a visual concept around those sensory cues. Other times, the flavors are more subtle, and the creative process becomes about telling a story through the artwork. In those cases, I draw inspiration from the beer’s name, the brewing process, or the story behind the recipe. The goal is always to create artwork that captures the personality of the beer and gives consumers a visual experience that complements what they’ll discover in the can or bottle!
How do you get yourself out of a creative “rut?”
Hettie Epison, Associate Creative Designer
Sometimes it can be really tough. But seeing the goal, and ultimately the overall big picture (no pun intended), has always helped me make it to the finish line. There is always a creative solution; you just have to get out of your own way sometimes.
Amanda Moulton, Associate Art Director
Creative people need time to do nothing. When I’m feeling stuck, sometimes the best thing I can do is get up, walk away and grab a coffee to give the idea time and space to evolve in my mind. I also like to follow other creatives on their journeys to stay inspired by their love and appreciation for the craft. I find staying up to date with new trends and tools adds to my creative capabilities or similarly, turning to analog techniques brings a hand-crafted quality with grit and dimension back into the digital work.
What’s one of your favorite pieces you’ve ever created and why?
Sam Shepardson, Associate Creative Designer
One of my favorite pieces I’ve created here at Dogfish was also one of my first labels: Olde Buck Twenty. Designed for a 500 mL bottle, the label featured a deer inspired by steampunk aesthetics and brewery equipment. I got to really dive into fun details in this label, such as weaving hops into the fur of the deer, and drawing the brewery/cocktail equipment to form the shape of the other side of the deer. This project remains special to me because it combined creative freedom with illustration in a way that was both challenging and rewarding, and it’s always satisfying holding the thing you designed in your hands and seeing it on shelf. It certainly didn’t hurt that the beer was delicious, too. I love what I do here, and I wouldn’t trade it for anything!
Any advice for folks looking to hone their creative skills?
Hettie Epison, Associate Creative Designer
Lean into what you love and apply your own creative flair unapologetically.