PROCESS: FROM SKETCH TO SIP

Design is rarely done overnight—it emerges through exploration, revision, and the challenge of distilling a story into something as small, yet powerful, as a beer label. Every choice, from typography and color to texture and illustration, helps convey a brewery’s identity and the spirit of its beer.

Graphic designers approach their work in unique ways, drawing on experience, culture, and intuition to translate an idea into visual form. Design on Draft invites visitors to meet beer designers and step inside their creative process—to see what inspires them, motivates them, and shapes their craft. Through the pairing of original sketches with finished labels and related artwork, the exhibition traces the evolution of design from initial concept to final pour. It’s a reminder that graphic design is more than decoration—it is a craft of communication, an integral part of brewing culture, and a reflection of the creativity shared between designer, brewer, and drinker.

The online component of Design on Draft aims to include and feature as many people working in the world of graphic design in beer. If you’re a part of that community, we invite you to be part of the Design on Draft digital exhibition. Reach out to us by email to learn how to participate - we’d love to have you.