Greg COULTON c/o JSR AGENCY tirelessly created this hand-drawn illustration as part of Beck's BeKreativ campaign, for which they commissioned six of their favorite artists to create bespoke limited edition Beck's labels. Greg Coulton says: "With giants such as Gilbert & George, Damien Hirst and Tracy Emin just to name a few, it’s impossible not to have noticed Beck’s pioneering artistic achievements. To join this line-up of amazing collaborators is a massive honor and privilege."
Illustrator Greg Coulton's work for Beck's bespoke 'Be Kreative' beer label project has been featured on Digital Arts. We quote Digital Arts: "German beer brand Beck's has always had links with design talent, with bespoke labels over the years the likes of Gilbert and George, Jeff Koons, Damien Hirst and more. This year, they're back at it, commissioning new labels from some of our favorite talent for their Be Kreativ campaign."
Greg about his artwork: "The inspiration for my Art Label came from the insight that Beck’s is brewed according to historic purity laws using only four ingredients. So I asked myself, “What else follows a similar rule of purity through limited ingredients?” My answer was simple, if epic in scale: organic life! 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,..." Go & See the showcase here: bekreativ.co.uk/showcase/greg-coulton & read the article: digitalartsonline.co.uk///artists-make-their-mark-on-becks-with-new-beer-label-designs