CRAFT by Under My Host® Issue No. 14 Sci-Fi & Fantasy - Page 2

where I have found a little corner of Hollywood. The whole thing is deeply anchored in story telling, which is at the heart of much of my artistic instincts and interests.” Forman is still a freelance art director, working mostly on DC comic properties for Warner Bros., but he’s been back in Michigan for the last two years pouring his passion into revamping Jolly Pumpkin’s labels. Each bottle telling its own story is more important than ever right now. There are over 5,000 breweries in America, and more bot- tles than consumers can digest. That makes what’s out- side the bottle just as important as what’s inside. “I love the original label artwork, but it hadn’t kept up with the exploding and changing market,” said Forman. “My feel- ing was that if Jolly Pumpkin was going to be competitive on the shelf it needed to be repackaged.” Only Samwise Gamgee can rival the loyalty of Jolly Pump- kin fans, so Forman couldn’t just throw away the old and start from scratch, nor did he want to. “Upon conception of the project,” recalled Forman, “I felt strongly that we needed to stay with our commitment to hand drawing as much as possible as that was in our DNA since day one.” That commitment is demonstrated in each of the over 50 new labels he’s created since the overhaul began, and there’s no end in sight. COVER ARTIST PROFILE: ADAM FORMAN By Colin Joliat Jolly Pumpkin has been making funky beers long before Mark Ronson sang about them, and if you make enve- lope-shredding beers, you need to adorn them with equal- ly awesome labels. Enter Adam Forman. Forman has been hand-drawing Jolly Pumpkin labels since the brewery opened, but he’s been honing his craft for de- cades. “I studied art on and off through my early twen- ties,” said Forman, “and started tattooing in my kitchen around the same time.” He went on to earn his Bachelors of Fine Arts in drawing from Eastern Michigan University and made a living as a tattoo artist, but he never stopped learning. “I had lots of opportunity to learn from a huge variety of artists, some amazing, some not so amazing, but all with wisdom to share.“ You may have unknowingly seen Forman’s work even if you’ve never picked up a bottle of Jolly Pumpkin, thanks to his time spent working in Hollywood. He’s contributed to several major movies, including creating concept art and doing tattoo work for Frank Miller’s slow-motion mas- terpiece, 300, and as a costume designer on the signifi- cantly less violent, Enchanted. “There are tons of ancillary creative materials that are produced outside of the main event that all need con- cepting, design, and direction,” said Forman, “and that is © Hundred-to-One LLC 2017. All rights reserved. Collaborations are a staple of the Jolly Pumpkin portfo- lio, and the label for a recent team-up with The Masonry, a pizza joint in Seattle, is a perfect example of Forman’s creativity. “I started down this Blade Runner direction and had no idea how I was going to land the whole thing,” admittedly Forman, “but I think it came out terrifically. I thought the color balance was great and rich and every- thing felt perfectly imperfect to me. I love drawing and this label was just all about drawing and having fun.” Perfectly imperfect also describes one of Forman’s best recurring themes, hand lettering. It’s always been a staple of his labels, cementing the handcrafted nature of each one. This stands in stark contrast to many of the sterile, overly produced labels beside his on the shelf, and serves as a great way to lure a passing beer lover in for a closer look. Forman’s talent for hand lettering is also demonstrated in this quarter’s CRAFT cover illustration, as is his immense level of creativity. “The inspiration was the notion of ma- terial and the process of craft being a spiritual teacher and conduit of inspiration,” said Forman. “Craft, that is the art of making something by hand, is such an excellent illustrator of karmic principles, so the focus on water and trees as three dimensional symbols of time felt right at home with the Norse esthetic. Sort of fate and trajectory and decision.” Feel free to flip back and reexamine the cover as you un- pack that. Then pop open a bottle of Bam Noire, yet an- other amazing label created by Forman, as you read the rest of the issue.