Back in April, we shared the news that Bedford family brewers Wells & Co. were on the hunt for local artists to collaborate with on branding the inaugural seasonal beer range to be produced at their new HQ, Brewpoint.
As Tom Foddy, Head of Marketing for Wells & Co., explained at the project’s outset: “There is so much talent out there, everyone has their own unique style, especially in the local area of Bedfordshire.
“We are keen to work with and promote our local community as much as possible.”
Fast-forward to December, and the Wells & Co. team is ready to share the final designs they’ll be rolling out in 2021.
After much deliberation, thirteen individual pieces of artwork have been chosen, with each one taking pride of place on a pump clip for one of Brewpoint’s monthly cask beer offerings throughout 2021.
The first in the range, a 5.0% ABV Christmas ale named Red Cheeks with artwork by Kelly Billington, is available to enjoy now – in 2020 – which accounts for the lucky thirteenth pump clip.
Speaking about the opportunity, Kelly said, “I wanted to enter this competition as I am an illustration student in the 3rd year of my degree at the Cambridge School of Art.
“I absolutely loved the fact that all I was provided with from Wells & Co. was the title – ‘Red Cheeks’ – and was asked to run with it, so I did.
“Initially I was drawing some nutcrackers. They were tame and not really me. I couldn’t get the nutcracker drawing to work how I wanted it to so I scrapped that idea and came up with the concept of a literal pair of red cheeks.”
Much to Kelly’s delight, Wells & Co. welcomed her design with open arms and accepted it as the first image for their set. They were great to work with, providing excellent and extremely important feedback.
“I would love to do something similar in the future,” she said. “Especially if it means working with Wells & Co again. I’m really grateful for this opportunity.”
Wells & Co. are so pleased with all the designs that they’ll soon be selling signed prints of each of the artists’ illustrations from the Brewpoint shop.
“Based on the success of this project we’ll be looking to run a similar arrangement in 2022 and beyond,” said Tom Foddy.
“If you know of a budding local artist we’ve yet to discover, invite them to visit www.brewpoint.co.uk to learn more about our new home and then to get their thinking caps on for their own design for our next round of paid collaborations.”
Within Tier 2 restrictions, Brewpoint is open as an online shop and external pop-up bar, A Taste Of Brewpoint.