There’s something special about seeing your work out in the world, even years after you’ve created it. On a recent trip to Yamba, a coastal gem in Northern Rivers, NSW, I spotted a guy wearing an old design I created for Black Hops Brewery three years ago. It was a cool, full-circle moment—proof that great apparel design and beer label illustrations can stand the test of time.
That moment reminded me that I had never actually shared the design before, so I’m digging into the archives to showcase one of my all-time favorite beer label designs, Sundancer. This design was so well received that it evolved from just a beer can label into a full-fledged apparel line, thanks to the popularity of the beer and its standout character, Hopman.
The Sundancer Label: Crafting a Beer Label That Stands Out
When Black Hops Brewery, a Gold Coast-based craft brewery, approached me to design a label for their new beer, Sundancer, the goal was clear: create something that visually captures the vibrant, laid-back, and adventurous spirit of the beer.
Inspired by surfing and the surf lifestyle, Sundancer embodies the energy of coastal living—waves, sunshine, and the carefree attitude that comes with days spent chasing swells. The result? A bold, sun-soaked illustration featuring Hopman, a character embodying everything craft beer lovers enjoy—good times, great beer, and a touch of nostalgia. The color palette leaned into warm hues, representing summer, hops, and the easygoing vibe of beach culture. The hand-drawn elements added a unique, artisanal touch, making the beer label design feel authentic and memorable on the shelf.
Beyond the Can: Bringing the Design to Apparel
The Sundancer beer label resonated with craft beer fans so much that Black Hops Brewery decided to take it one step further. Due to popular demand, we adapted the beer label artwork into an apparel design, featuring Hopman on t-shirts and other merch. This crossover from illustration to apparel proved to be a game-changer for brand engagement.
What made it work?
Character-Driven Design – Hopman became an instantly recognizable figure.
Versatility – The hand-drawn style worked seamlessly on both cans and fabric.
Brand Loyalty – Fans of Sundancer wanted to represent the beer in more ways than just drinking it.
Connection to Surf Culture – With its surf-inspired aesthetic, Sundancer became more than just a beer—it became a symbol of the relaxed, ocean-loving lifestyle.
This is why having a strong, story-driven beer label design matters. It’s not just about what’s on the can—it’s about creating an identity that extends beyond packaging and resonates with the audience.
The Power of Illustration in Branding
This experience reinforced the importance of custom illustrations in branding. Whether it’s beer label design, apparel artwork, or brand identity, having a distinct visual style helps brands stand out in competitive markets. Illustration creates an emotional connection, giving customers a reason to engage with a product beyond just the taste or utility.
For businesses looking to level up their brand’s visual presence, investing in custom artwork and character-driven branding can make all the difference—whether that’s on a beer can, a t-shirt, or digital marketing campaigns.
Looking for a Unique Beer Label or Apparel Design?
If you’re a brewery, apparel brand, or business looking for standout custom illustrations, apparel designs, or beer label artwork, I’d love to collaborate. Whether it’s a fresh take on packaging design, bringing a character to life, or expanding your brand into merchandise, I can help create visuals that connect with your audience.
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