Project type: Conceptual
Services: Branding, print, packaging, digital, illustration
Client: Odd folk
Services: Branding, print, packaging, digital, illustration
Client: Odd folk
Old Gods is a conceptual identity project inspired by old English folk traditions, linocut printing, Edvard Munch's woodcuts and lilting lyric poetry. Having always loved linocuts – especially the work of Sophy Hollington – I wanted to see if I could recreate a similar effect digitally. I drew the illustrations in Procreate and then added layer upon layer of texture, to give the grainy, worn-away feel of old etchings and ink prints.
From some initial illustration exploration the project evolved into artisanal packaging for a craft beer, along with corresponding posters and merchandise. Incorporating weird and wonderful creatures, symbols and shapes from history, the traditional-style illustrations are offset by bold neons and eye-catching gradients. Lines from TS Eliot's 'Four Quartets' weave through the roll out, set in an elegant type reminiscent of early manuscript lettering. The result is an infusion of the literary and folkloric with a Y2K/Millennial energy that is both disruptive and refreshing.
