Umami Monster VS Mecha-Hop (Concept)

Derrick Lin


Label Design and Illustrations: Tim Gibson / Flying Whities Ltd
Brewery: Garage Project
Original Monster Concept Art: Greg Broadmore
Product Photos: Michael Valli
Location: Wellington, New Zealand
Project Type: Concept

Two extreme brewing techniques, two unusual beers launched as a set. One an aberration of nature gone wrong; organic kelp, bonito and sea water, titled Umami Monster, and the other an ultra-processed and industrial ale made with extracts and flavouring, titled Mecha-Hop.

With these counterpoints, Garage Project commissioned me to create manga backstories, beer labels based on the designs of movie artist Greg Broadmore, and a whole range of promotional material including giant street posters, masks, t-shirts and limited edition screen-prints. An awesome job.

Garage Project is a small brewery located in an old petrol station in Wellington, New Zealand. They like to push boundaries with their beers and labels, reinterpreting styles and challenging the notions of what beer can be.