Brouwerij West, an L.A. Microbrewery That's Turning Its Bottles Into an Art Gallery

James Flames Artist James Flames designed Brouwerij West's first label for the Tripel brew.
Beer talk runs the gamut from the frat-boy refrain "Beer is beer" to craft beer enthusiasts sparring in fermentation terminology. If there is any "art" to the drink, it lies within the bottle, and rarely will the conversation veer to what's outside it: the label.
"It's not like you can open up the beer and try it in the store. So what is that other thing that's going to make them buy it? It's the visual aspect," says James Flames, the artist who designed the label above for L.A.-based microbrewery Brouwerij (a Dutch word pronounced like "brewery") West. "I look at rows and rows of labels, and it's a real feast for the eyes. Like being in the world's smallest gallery where all the artwork is squished together."
Flames' design for the Tripel brew -- as with all of Brouwerij West's upcoming labels -- is more artfully conceived than many of the other hops-and-grains, typography-heavy, St. Pauli girl-style or simply bizarre labels that tend to dominate the beer shelves. To avoid this worn-out iconography, Brouwerij owner Brian Mercer has given all the artists on his roster almost total creative freedom.
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