In honor of today being National Drink Beer Day, we caught up with graphic designer and typographer – Martin Schmetzer from Stockholm, Sweden. With hand drawn lettering as meticulous as a professional calligrapher and detailed touches like a classical painter, Martin has quite the impressive portfolio on the Behance Network (specifically we applaud his original beer label designs)!
Martin’s typography work has a vintage feel to it, but the linear outlining and bold shading makes for a modern fresh statement you can’t help but to inspect in detail. For a long time now, Martin has been dreaming of designing his own beer label and he is just waiting on a micro-brewery to discover his beautiful hand-sketched designs and then make it happen. So after you read this interview below and check out Martin’s work, be sure you tip off your beer buddies and spread the word on Martin’s designs.
What is your go-to beer? A beer for me is most appreciated when in company with my wife or a good friend. Summer time a lighter/blonder lager and during winter I prefer a darker flawor, like Primator dark.
Name your top 5 favorite official beer labels that have the most creative design:
1. Innis & Gunn, gorgeous bottle, colors and typography, in whole just perfect.
2. Miller, This is really what a beer label should look like according to me, almost a “templat” to all other beers. haha
3. Whitstable Bay, different shaped bottle and lovely typography.
4. Tribute, I like the composition and scrolls.
5. Amber Bock, dark and crisp label.
Do you have a favorite word? No not really, But I have a favorite letter which is “S.” And “R” comes in a strong second place.
Do you have a mentor? No, but I really admire and look up to Aaron Horkey’s work.
Describe your favorite beer label you have drawn. Please describe what type of beer you imagine this beer to taste like? I think I´m most pleased with “Brownstone.” Unfortunately I never had time to draw it digital because it got rejected in an early stage. I imagine it tasting pure and refreshing, classic beer taste. After getting my Brownstone logotype rejected a softball team from northern Cali contacted me after seeing the sketch on my web portfolio and requested the same design but saying “Burglars” instead. One thing leads to another.
Lastly, what is your favorite quote? “Don´t wait for inspiration, go after it with a club.” – Jack London -
Follow Martin Schmetzer’s work on his Behance and check out his full gallery of original beer label designs.