Friday 24 Jul 2009 - 10:09
The artists who created the distinctive -- and very different -- looks for Ladyhawke and Hard-Fi are to redesign the label of Beck's beer later this summer as part of the Music Inspired Art project.
The specially redesigned labels will be used on an estimated 16 million bottles, with extra imagery used on secondary packaging.
The Music Inspired Art project has already seen Beck's recruit top-flight illustrators such as Si Scott, Modern Toss, and McBess redesign the album cover of their choice.
The campaign is part of Beck's long-running series of art projects, which in the past has seen Beck's commission cutting-edge artists such as Sam Taylor-Wood and Gilbert & George to redesign the label. In keeping with this year's musical theme, Ladyhawke and Hard-Fi were approached to do this year's redesign; both promptly turned to the creators of their album art.
Sarah Larnach, whose retro watercolours are a key part of Ladyhawke's visual identity, will produce something that is in keeping with her previous work for the singer/songwriter. Meanwhile, the bold, blocky type that characterizes David Smith's album art for Hard-Fi will once again be in evidence on Hard-Fi's bottles.
Hard-Fi lead singer Richard Archer said "We’ve always seen art and our re-interpretations of everyday images as a way of giving added depth to our music. Working with Beck's has given us the opportunity to connect with our fans in a different way and we’re looking forward to how they’ll react to our designs.”
Digital Arts staff
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