Mitch Frey's profile

Mountain Man

Mitch Frey
•
Illustrator
Branding
How we created the Mountain Man...
woodcut beer beverage Label linocut vector outdoors Montana mountains Character
Previously, The Front Brewing Company had been using a painted illustration for their original Mountain Man Beer label. The character had a long beard, sunglasses with a sunset reflection, and a wheat stem dangling from his mouth. They decided that a woodcut style revision of the mountain man with these key elements could become the face of the brand as it transitioned to Jeremiah Johnson Brewing Company.

Initially, we considered doing two illustrations. One would have lots of detail, and would show more of the character in an outdoor setting. The other would be a very simple, iconic image suited for use in a logo.
As you can see, the simple one was sort of a mountain man version of Colonel Sanders.
woodcut beer beverage Label linocut vector outdoors Montana mountains Character
After trying the simple version, we decided that it would be better to compromise between simple and detailed, and to have a style that would work both in a larger scene and a logo. My first task was to concentrate on the face.  I did a number of pencil sketches to pin down the expression, the hair, the beard, the shape of the face and the sunglasses.
woodcut beer beverage Label linocut vector outdoors Montana mountains Character
Then I rendered it in Illustrator.
woodcut beer beverage Label linocut vector outdoors Montana mountains Character
The next step was to have him hanging out in a forest high in the mountains of Montana.
woodcut beer beverage Label linocut vector outdoors Montana mountains Character
This was the final rough.
woodcut beer beverage Label linocut vector outdoors Montana mountains Character
I made a few changes from the pencil rough to this digital woodcut, like removing a pine tree and maple limbs on the right side. They were causing visual tension and I didn't want the forest to distract from the mountain man.
woodcut beer beverage Label linocut vector outdoors Montana mountains Character
This guy has to work on blue, white and golden beer colored backgrounds. The gold in the glasses and wheat is intended to match the Mountain Man beer when on a glass.
woodcut beer beverage Label linocut vector outdoors Montana mountains Character
Here's another version designed for a circle in which he is raising the mug.
woodcut beer beverage Label linocut vector outdoors Montana mountains Character
It has to work on both a dark and white background
woodcut beer beverage Label linocut vector outdoors Montana mountains Character
woodcut beer beverage Label linocut vector outdoors Montana mountains Character
woodcut beer beverage Label linocut vector outdoors Montana mountains Character
woodcut beer beverage Label linocut vector outdoors Montana mountains Character
woodcut beer beverage Label linocut vector outdoors Montana mountains Character
woodcut beer beverage Label linocut vector outdoors Montana mountains Character
woodcut beer beverage Label linocut vector outdoors Montana mountains Character
Cheers!
Mountain Man
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Owner

Mitch Frey's profile
Portland, OR, USA

Mountain Man

This illustration was created in collaboration with Cody Small and Wayne Conrady of Caava Design, for their rebranding of Jeremiah Johnson Brewing Company. The challenge was to both honor the company's roots by carrying forward key elements of their original mountain man, while breaking new ground in the character's look and illustrative approach. We went with the classic woodblock print style to convey the hand crafted vibe of the brewery. Art direction by Cody Small and Wayne Conrady.

Published: