Offshoot Art Show Presents: Terms & Conditions with Cambria Griffith
Every IPA is different. Okay, sure, they’re all hoppy, but in their own special way. At Offshoot Beer Co., we strive to create innovative, juicy, flavorful IPAs with a variety of unique flavors. We feel it’s only right to celebrate those flavors with equally unique visual experiences as well. Each month, Offshoot Beer Co. releases a new set of hoppy beers with cans designed by incredibly talented artists and designers. With their contributions, each release has a distinctive design making its flavor even more memorable. That’s pretty cool on its own, but did you know each can released has been created by our own family of designers we’ve worked with over the years? True story.
Our masterminds have been featured all over our Offshoot Beer Co. Instagram, so don’t miss Joanna’s, Eric’s, and Julie’s Offshoot Art Shows there!
This month, we proudly released Terms (Super Hoppy Hazy Session IPA, 4.5% ABV) and Conditions (unfiltered Double IPA, 8.3% ABV) and we entrusted our very own Cambria Griffith, Marketing Manager for The Bruery, Bruery Terreux, and Offshoot Beer Co., with the task of drawing up art for our August can release. Cambria took the assignment quite literally, doodling an incredible pair of can designs reminding us of those long hours in class with nothing but a pen and a notebook.
We sat down with Cambria to talk a little bit about her background, inspiration and the thought-process behind her doodly concepts:
1. We want to get to know you a little more. How did you get started working with beer and at The Bruery?
I studied digital media at USC and worked professionally at it for 5 years at Warner Bros., where I gained experience in building blog content and advertising integration. On the side, I launched my own blog covering food, drink, and travel that interested me. This was about 8 years ago, and craft beer was just beginning to pick up steam in LA, so it was particularly exciting to me, and nobody seemed to be covering it as in depth at that time. I got to know the community well through that and volunteering a ton of my time and expertise to grow and promote LA Beer Week and various beer events. Eventually, beer industry vets started coming up with job offers, so I switched industries and worked for a business owner that had his hand in bars, restaurants, and a new brewery that we launched. After that, an opportunity opened up at The Bruery, which had always been my favorite craft beer innovator, and here I am a little over 4 years later!
2. What was the inspiration and concept behind your Offshoot can designs?
The phrase “Terms & Conditions” makes me think of details — whether it’s legalese, fine print, or meticulous note-taking. As a student, my notes were always covered in weird doodles, so I thought this would be a fun space to explore that. I tried to draw these while I was in a distracted or in a less-than-focused state of mind so the doodles could be a bit more free-flowing. For example, a good portion of this project was drawn while I was on a red-eye flight, so I was pretty exhausted and tried to just let my mind wander.
3. This is reminiscent of doodling during a boring class. Were you a doodler in your school days? How often were you drawing before coming up with these designs?
I’ve been drawing as long as I can remember, and I always carried a sketch book around in school. I know there are a lot of pictures of me as a baby where I’m using paintbrushes and crayons, so it’s been a part of me since the beginning. I still draw or paint on occasion, but not as often as I’d like to. I just need to find the time!
For this set of drawings, I spent a good amount of time in advance thinking up general themes and blocking out the space on the can so the doodles would have some kind of flow to them. You can see it in the areas where words are arching or shapes are aligned.
4. There’s a lot of wacky details on these cans. Any Easter eggs or details you’d like to point out?
Yep, a couple! I tend to geek out on symbology (don’t get me started on hieroglyphs and emojis), so there’s generally a theme for each can, which I came up with based on the yeast used for each beer. I think yeast can be a bit of an unsung hero in beer-making. Terms uses Barbarian yeast, so I thought about word association there, which brought me to imagery that represents strength or power. Conditions uses London III, so the doodles showcase more proper and old-timey subject matter. Since I’m also a big nerd for interactive media, the cans are made for coloring in – all you need are some sharpies once they’re empty!
And if that wasn’t silly enough, one of the cans makes a thumbs up when you’re drinking from it. But that also means it looks like a thumbs down when you’re not actively enjoying it Symbology and interactivity unite!
5. Let’s talk beer and art! Who are your favorite artists? What are your favorite kinds of beers?
My favorite beer designer is our in-house designer, Joanna! When it comes to more current artists outside of beer, I’m probably not in the know, but I do follow Jeremy Fish, Mr. Doodle, and a collection of creatives on Instagram. Like many people, I’ve always had a soft spot for the work of Monet and Van Gogh, and the O.G. Renaissance masterminds like Michaelangelo and Da Vinci. In more contemporary art, I enjoy Olafur Eliasson’s interactive work with light and space, and have always found Machine Project in LA to be inspiring. I’m really into interactive art that makes your participation more tangible and personal.
In the beer world, I’m a huge fan of our beer & wine hybrids from Bruery Terreux, especially Valise and Turo. I’m looking forward to having The Order from The Bruery as the weather cools down, since it showcases so many of the qualities that made me first fall in love with Belgian ales. Outside our beers, any flavorful, lower ABV pils, Kölsch, IPA, or sour floats my boat.
For a chance to get your hands on our Offshoot Beer Co. cans, sign up for our email Interest List at OffshootBeerCo.com.
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