If you ask a local beer nerd to name the best brewery in Virginia and the best brewery in Maryland, chances are you'll continue to hear two of the same names: Aslin and Stillwater. Baltimore(ish)-based Stillwater Artisanal, the brainchild of gypsy brewer Brian Strumke, is known for its eclectic and unconventional artisanal ales and collaborations. Herndon's Aslin Beer Co. is a relative newcomer to the scene, just shy of its first birthday, but has impressed early and its loyal following has swelled as Aslin's beers have gained regional acclaim.
And the two breweries now share a common thread: Mike Van Hall.
In his former life, Van Hall was a lawyer. But his creative and artistic passion drew him away from the desk life and into DC's food and beverage world. Works created under his Committee on Opprobriations, like his Single Hop Project, a series of Modernist prints dedicated to specific hop varietals, so impressed Sillwater's Strumke that he asked Van Hall to design a few beer labels for him.
Van Hall's designs have since turned Stillwater's cans and bottles into works of art. (I discovered Stillwater a few years ago purely because the label on a bottle of Stereo caught my eye). The often-tounge-in-cheek labels are fun, eye-catching and remind the drinker not to take themselves too seriously. Some, like the recent release "I Miss The Old Kanye," with a "Life of Pablo" inspired label, have even reached a certain degree of viral fame (and caught the attention of Kanye's merch people).
Now, Van Hall has added the fledgeling Aslin Beer Co. to his portfolio, as the young brewery looks to polish its branding. Van Hall recently designed the logo for the brewery's first birthday party (right) featuring a drunken platypus, and will be working with the team as they look to capitalize on their popularity. I talked with Van Hall about getting involved with two top-notch breweries, his views on the DC food and beverage, as well as design and creative scene, and how his art can reach both beer geeks and casual drinkers in different ways.
What prompted you to leave your career as a lawyer and pursue design work?
It was basically a continuation of the entrepreneurial path I had been on since leaving college. After a couple stints with some technology startups, I decided to do my own thing and focus on something that I truly enjoyed: art and design.
The things I learned while in that version of the startup world helped me to create a setup where I can emphasize the business stuff that allows me to do what I like and survive. At the same time, I have to work hard to eschew the garbage that makes it seem like work so I can focus on being creative. This is a neverending task that requires constant revision of my approach and how I operate.
I do still maintain my Bar membership because I have a real interest in the law and policy. And you never know when that might come in handy.
You've been designing labels and logos for two of the area's best breweries [Stillwater and Aslin]. How did you connect with them?
With Stillwater it was as simple as me showing gratitude to a guy making good beer. I sent [owner/brewer Brian] Strumke a poster from my Single Hop Project as a way to say "hey, your beers are awesome." I had no clue where it would lead. I didn't expect work or anything. At that time Committee on Opprobriations (COO) was still in the early stages and wasn't really well defined (not that it is now).
Ultimately he asked me to do a couple labels and it has spiraled out of control from there.
But Strumke and I met for beers a couple times and I believe he felt like I understood what he was trying to do with Stillwater. Stillwater is not like any other beer company I know or have worked with. It is truly an art project. Ultimately he asked me to do a couple labels and it has spiraled out of control from there.
The Aslin boys reached out to me as they were beginning to understand the awesome beast they had created. I think they recognized my approach as nontraditional and it fits their personalities. We are still figuring out the pieces but I love the Aslin guys and their whole approach and expect—and hope—people love our designs as much as they love the beer. They are fun and thoughtful people creating something meaningful and that fits my rule for who I will work with.
Your work for Stillwater has ranged a lot. You've done a play on the Swedish Fish logo, Victorian-style drawings, modern abstract patterns and pop culture-themed designs based on Drake and Kanye albums. How do you decide which direction to go on a certain beer?
I want to note here that the original labels for Stillwater, the whole look that defined Stillwater for those first 5 years and captured my imagination, that's not my stuff. Lee Mendoza, a childhood friend of Strumke, created that dark, beautiful and intricate imagery. Keeping it short, Lee has turned his focus to tattooing—his passion—and my part in Stillwater has grown as a result.
Back to your question though, I do not presuppose a design direction or have a bag full of art from which I draw for these. Instead, Strumke and I hash out ideas based on concepts that maybe start with a recipe or a name and then evolve into making a larger point that is beyond just a liquid product and a label.
Certainly parody designs like the #popculture series or the Syrligt label have become a part of our catalogue but that's because that kind of stuff helps draw people into the cult of Stillwater.
Without trying to sound grandiose, we spend a lot of time creating deeply involved concepts and we try to convey those using the liquid and the label art as vehicles to tell stories. The design direction is decided by what will best further the story we want to tell and what will draw people in. You are going to see more and more of that. I don't view Stillwater labels as a way to establish a specific style to associate with my name or even with Stillwater's name. Getting the concepts across is our main goal.
But, all that said, we love pranks and jokes and are fortunate enough to have an audience that lets us play around and appreciates what we do.
Is there a challenge in marketing Stillwater when there's less design consistency than most other beer brands?
Some people are sheep—our stuff isn't for them
For traditional branding, we are a nightmare. But while I greatly admire masters like [designer Massimo] Vignelli, I believe the rules that controlled consumer markets in the past are crumbling away. That includes traditional concepts of brand consistency. Leaving vague and indefinite components in the branding of products or companies invites action and stokes people's curiosity. It's treating people like individuals, not sheep. Some people are sheep—our stuff isn't for them and we all know it, so no big deal. But for others who are interested and buy the beer, we will return the favor by treating you like a thinking adult and hopefully you feel like you got something out of it.
Who are some people/companies you admire in D.C.?
I'll start by saying our beer and food culture in DC is so great. I have real friendships with people making delicious stuff. They have wrested at least part of this town's culture away from the inanity of politics and so I admire anyone committed to doing that.
But if I have to be specific, I really admire what Paul Ruppert [restauranteur behind Room 11, Columbia Room/Passenger, Petworth Citizen, Crane & Turtle among others] has been doing for years now—building community through endeavors that are thoughtful, unexpected and generally well executed. When he is involved, I'm usually interested.
The District's food and beverage scene has really evolved in recent years. How does design and marketing aid that evolution?
I guess it aids by pushing everyone to be better at what they do and keep pushing into new territory. People should realize that this isn't some Silicon Valley boom where everyone is getting rich. The things you see in town—the good things—are mostly labors of love and people do it not to win all the possible customers at the expense of the other guy. It's to enjoy life while being able to make rent. Design and marketing are useful workhorses for keeping a business going but it isn't enough to fuel the evolution like you see in DC.
Here we have an added degree of passion where the design and marketing get to tell a better story. That's why everyone is killing it with their marketing; it's built on an honest and unique core that makes everyone realize they have to push harder.
What do you find unique about D.C., either in the design and creative community, or the food and beverage industry?
I think I answered a bit of this already but I find there is an overarching feeling of camaraderie between the design and creative community and the food and beverage industry in DC. It may be because we all operate in the shadow of DC's tradition industry, that is, politics, and so we feel like we are linked by our endeavors to prove that DC is bigger and better than that. Or it may be because we all like to eat and drink well and find that the caliber at which we can do that in DC fuels our creativity. Either way, both are clearly benefitting by the linkage.
Your Single Hop Project series breaks down one component of beer to a level most drinkers never consider. Do you hope that can be an educational tool or is just a fun project aimed at beer nerds?
It was designed to be both. On the beer nerd side, and I speak for myself here, it serves the same purpose as a gig poster for your favorite band. It gives people another way to indulge their passion.
But my main motivation was as an education tool. The posters serve as a visual cue card for people that might not be all into beer yet but are interested. Trying to decipher the meaning of these hop varietal names and how that may translate into what you taste and smell is really daunting to a newbie. These posters serve as mnemonic devices that help ease understanding and differentiation. The Modernist designs and bold colors are easier to recall than, say, a bunch of text about hops from a homebrewing book. Making it easier to understand hops—or any competent of beer for that matter—makes the experience of drinking beer better. I enjoy the world of beer a lot and this series is my way of helping others enjoy it too.
Plus I like the way they look.
Any other projects you have in the works that we can get excited about?
Yes, but I cannot say much right now. In fact, forget I said anything.
