How did you approach the challenge of bringing Ghost Face Vodka to life and what excited you the most about it?

To be part of something everyone everywhere knows is always awesome. Ghost Face is such an iconic character, your mind goes crazy with ideas and visions right from the jump. The challenge is figuring out where the sweet spot is between the intellectual property, the audience you have to appeal to, and the brand you’re trying to create.

 

How does designing something based off of an iconic character compare to iterating original ideas?

With original ideas, it’s total freedom, but there’s the risk no one ends up connecting with what you create. Whereas with an iconic character, you’re starting with an established fanbase. The goal is to impress them with a fresh spin on something they’re super familiar with without losing them in your interpretation. I think the tricky part about designing for a character like Ghost Face is resisting the urge to over-design. It is a design project, true, but also a highly recognizable character. We don’t need to explain or reimagine who Ghost Face is for the audience, it’s more about creating space for the character to shine and using supporting design that speaks to both the beloved (be-feared?) character and the vodka brand.

 

What’s your process for creating a bottle design? Do you go straight to the computer? Or do you start with a pencil and sketchbook? What are your go-to platforms? 

I think any good process starts with listening. Understanding the goal and direction of what we’re trying to achieve before achieving it is paramount. From there, I usually crank up my Spotify playlist & do some visual research while jotting down ideas as I go. When I have a bank of concepts I feel good about, I’ll start sketching in Procreate and work out what the potential bottle forms and label compositions could look like. I’m a fan of sharing the rough ideas first before going to layout. The loose sketches are enough to convey the direction without locking the details in stone. This step gives everyone room to react to what they’re seeing, but also collaborate on details, production materials, or additional directions. Once we settle on a few directions, I move everything over to Adobe for mockups & renderings of what the final product will look like.

We love the potato stab on the neckwrap and even used that image for one of the pins in this set. Where did that come from? And are you dangerous in the kitchen? 

Ha! I love that you love it! Building in details that hit on the second or third glance is one of my favorite parts of designing. And how else is Ghost Face going to make potato vodka without stabbing a few potatoes?

 

You were also the designer on our Macabre Spirits brand, which is completely different, and equally as amazing. How would you describe your style as a designer, and how do you infuse your style but give each brand its own identity?

Wow, great question! Honesty, I think my style is more of an approach style vs visual. Every project is different, a different voice, a different aesthetic and I’ve always been careful not to put too much of “me” into the design. My job is to use my talent to bring an idea to life, not to force my talent onto an idea.

 

For any young designers following your work, tell us how you got into design, what was your first big break, and where do you see the industry heading?

I started out drawing in daycare and took art classes from elementary through high school. I didn’t discover design until my senior year, but it was something I’d naturally been drawn to most of my life… I just didn’t know what it was called. 

One of the first notable projects I can remember working on was art for a Rhett & Link album called “Up to This Point.” I wasn’t familiar with their work at the time, but after a quick search & watching a few of their videos, I was like, “Oh! I get these guys - this looks like it could be a ton of fun!” Happy to report that it was! They were amazing to team with and the experience opened up doors to similar opportunities for years to come.

 

Where do you find inspiration when starting a project? Online? In books? Out in the world? On a surfboard? 

Inspiration usually comes after filling my head with gobs of information and then breaking away to give myself enough space from the facts to wonder about the possibilities. Oddly enough, mowing the lawn seems to be my magic activity for coming up with ideas. Ha!

 

What design trends inspire you these days? What’s your current obsession?

Design as a whole inspires me… the old stuff, the new stuff, packaging, architecture, and industrial. I’ve been a fan of color & style choices in the textile industry for a few years now. I can’t get away from it!

 

What are your thoughts on the explosion of AI and where it fits (if at all) in the design process? 

Design is at an inflection point along with many industries, for sure. At this point we’re approaching AI as another tool in the box but not a catch-all solution or a replacement for thinking. With the pace of change we’re experiencing, it’s hard to tell where it will fit in the future, but we do know a human will be driving it. Design starts with an idea, though, so I feel like I’ve got a one-up on AI for at least a little while longer.

 

What’s your favorite cocktail? What makes it the best?

I’m down with a classic Mai Tai. One sip puts me on a warm beach taking in the fluffy clouds and salt air. :)

 

Anything else you want to add about the type of work you do or specifically about working on this release?

Good work takes great partners. Your whole team has some of the best partners and collaborators I’ve ever worked with. I hope we’re at the top of the list for whatever comes next!