Presented in a frame, leaning against dark wood chairs and a table set with a white table cloth and crystal glassware: Finished artwork, in full colour (watercolours) The colour palette is a warm peachy background, and the foreground is made up of rose-pinks, various greens and golden yellow. It depicts a woman reclining next to a golden retriever, surrounded by potted plants with a parasol in the background. The woman is relaxedly drinking a pint of beer.
An unfinished illustration, at this stage in ink only and awaiting colour. It depicts a woman reclining next to a golden retriever, surrounded by potted plants with a parasol in the background. The woman is relaxedly drinking a pint of beer.
Beer Shop's final artwork displayed on a 500ml aluminium can.
Beer Shop - Jeonpo Lager
Beer Can Artwork and Design | July 2023
Beer Shop approached Joe to design collateral for a promotional campaign, around their signature beer 'Jeonpo Lager'. The goal of this campaign was to attract customers to Beer Shop's bar in Busan, and to develop brand awareness.

Joe developed Beer Shop's label entirely by hand, from first sketches to final layout. The artwork was illustrated in ink and watercolour on 100% cotton paper, then scanned and colour-graded in Photoshop. The lettering, both in Korean and English, was also drawn and painted entirely by hand.

The final artwork is primarily to be used on limited-edition beer cans, but also comfortably scales for posters. A black-and-white version was also produced for limited-edition screen-printed T-shirts.
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Beer Shop은 자사의 대표 맥주인 '전포라거'를 중심으로 홍보 캠페인을 설계하기 위해 조에게 접근했으며, 이번 캠페인의 목적은 부산에 있는 Beer Shop고객을 유치하고 브랜드 인지도를 높이기 위함이었습니다.

Joe는 Beer Shop처음 스케치부터 마지막 레이아웃까지 완전히 손으로 개발했습니다. 예술 작품은 100% 면지에 잉크와 수채화로 그려졌고, 그 다음 포토샵에서 스캔하고 색상 등급을 매겼습니다. 한글과 영어로 된 글자도 모두 손으로 그려지고 완전히 칠해졌습니다.

마지막 작품은 주로 한정판 맥주 캔에 사용될 예정이지만 포스터를 위한 편안한 저울도 있습니다. 흑백 버전은 또한 한정판 스크린 인쇄 티셔츠를 위해 제작되었습니다.