Craft Beer illustrator Luke Knight talks to Yohanna Best about creating eye-catching designs to match great brews.

YB: Tell us a bit about yourself, Luke! What is it you do and which beer brands have you been working with?

LK: I’m a freelance illustrator and I’ve been working in the craft beer scene for the last few years along with plenty of other types of design work. It’s been a pleasure to work with several different breweries in that time, Twisted Barrel Ales, Thee Hills Brewing, Boot Town Brewery to name a few, plus some fun collabs with Emperor’s Brewery, Merakai, Abbeydale...a growing list that I hope continues to expand!

YB: How did you break into the world of craft beer illustration?

LK: By being cheeky, I suppose! I was working at a bar that was hosting a tap takeover between Twisted Barrel Brewing and Yeastie Boys and had taken it upon myself to put a quick poster together advertising the event. The brewers liked it so much we had some T-shirts printed with it on, and I ended up badgering them for more poster opportunities for their other events that year. This eventually turned into label work which was my fist real step into designing within the craft beer industry. I’ve been lucky enough to work with a fair few other breweries since.

YB: Talk us through your creative process when you’re given a commission for a beer illustration. What’s your starting point?

LK: This usually depends on how detailed the brief is. Some clients are pretty exact with what they want and some briefs come with a title and nothing else. The hardest part is coming up with the visual language for a range of beers in the first place - a style or layout that’s going to both stand out but also tie together with other releases in the range. After that the content isn’t really too hard. My work for Three Hills varies greatly between their different series. For example, their stouts and sours range usually consist of a stylised drawing, really bold and central on the can. However, when we release one-off and specials it’s back to the “drawing board” to come up with a fresh idea to catch a customer’s eye.

“Don’t overthink the content too much! No one will ever look at a design and question your creative decision.”

YB: Many of our readers like to create their own labels for their homebrew. Do you have any tips on creating an awesome illustration?

LK: Don’t overthink the content too much! No one will ever look at a design and question your creative decision. I quite often worry someone will look at my work and think “why didn’t he do it like this, etc.” but that’s not the case. The best work is often the most personal and characterful. Something I would suggest though is to remember the shape of your “canvas” - cans and bottles are round, not everything on a label can be seen from one perspective. Think about what a customer can see at any given rotation, whether that’s crucial information or just eye catching visuals at all angles. And of course, if you do need a hand, hit me up!

“Stylistically I’ve always loved the works of Chris Riddell. His simple line work captures so much character.”

YB: Which illustrators/artists inspire you?

LK: Stylistically I’ve always loved the works of Chris Riddell, a highly renowned children’s book illustrator and political satirist. His simple line work captures so much character; I’ve loved it ever since I was a child reading the books he worked on. I also really enjoy the collective Le Gun, a London based group of artists who work together to create weird and wacky worlds in black ink. Ink is a medium I’m also incredibly fond of using and have often taken inspiration from their methods of making interesting shapes and textures.

YB: Have you ever brewed your own beer?

LK: Yes. Will I being doing it again? No! I found out very quickly that my talents lie in packaging beer and not making it after several exploded bottles and an IPA that tasted exclusively of metal.

YB: Who’s your dream drinking buddy? What would you drink and what would you talk about?

LK: Difficult question! Probably someone like Louis Theroux, I find all his work so interesting. I get the impression he would be up for trying some really out-there beers! So some crazy fruit sours would probably be on the table. I think I’d just let him have a few drinks and sit back and listen to all the stories he could tell.

YB: Do you still work for Beer Guerilla? (The awesome Craft Beer Shop and Bar in Northampton - Beerguerrilla.co.uk)   

LK: I do, committing to designing full-time would be ideal but it’s tough, especially in the current climate. I live local and I love the team we have! Everyone’s really passionate about beer and I meet some great people from all corners of the industry. It also gives my creative side a massive insight into what customers are attracted to in designs, how cans/bottles look on the shelf and also what trends seems to be happening in the world of beer at any given time. If you’re ever in Northampton pop in for a beer. 

YB: How can people read more/contact you about commissions?

LK: Check out my Instagram 

(@luke_knight_illustration), despite being rubbish at updating it, there’s a fair bit on there to see! Also check out Thee Hills Brewing - their Instagram

(@threehillsbrewing) showcases loads of my can designs. Or feel free to just get in touch directly!  

Contact Luke: 

luke.knight.1@hotmail.co.uk

@luke_knight_illustration