Greg Coulton‘s labels always strive to tell a story. They create a narrative that swirls with layers of characters and meaning. As Greg told us, “The fundamentals of good communication design are at the heart of what I do. Â In my experience, telling a concise and compelling story is essential when engaging today’s brand-savvy consumers.”
When Greg took on the reboot for the Beck’s beer “art labels” in 2018, he learned the product is produced under strict standards of historic purity laws that allow for only four ingredients: barley, hops, yeast, and water. This got him wondering; what else might follow this strict standard? A lot, it turns out.  99 percent of all organic molecules are made up of  four basic elements: carbon, hydrogen, oxygen, and nitrogen. Learning this was the inspiration behind his Tree Of Life design, which incorporates all major classifications of animals, entwined in a floral motif found in many illuminated manuscripts. Greg  says, “I also wanted to use this platform as an opportunity to voice an environmental message. The animals are represented looking up to us, as I wanted to show them looking vulnerable with an air of uncertainty. With so many of the world’s species under threat, without greater care for our impact on nature, we may end up sending them, and us, to extinction.”
The Beck’s art label project is just one of many of Greg’s labeling projects. To see more for clients such as Forager’s Keep Whisky, Jameson’s Irish Whisky, Longtooth Gin, and others, log on to his website.
