The Art Of Tröegs Pen & Ink Illustration

The Inspiration behind my work:

Inspired by the story of Tröegs and our community I decided to illustrate a group of owls coming together to help one another. Like birds in a cage, we are all feeling stuck at home. Distant and removed from the world. The powerful strong owls (the front-line nurses, volunteers and emergency responders) are delivering the To-Go Curbside in this illustration representing everyone’s part in the stay-at-home orders.

In a society where delivery and pickup has become the new normal, I was inspired to represent the human race as owls. Not only is the owl my company logo, it is a symbol of strength and good judgement. The owl is both a hunter, thinker and planner. This is a metaphor for our small business owners like myself. We are powerful entrepreneurs, hustlers and doers. Together we will overcome this epidemic.

Thankful for the Tröegs family and team for offering To-Go Curbside services and being flexible to provide the community our favorite beers and house-made food. This is the story of how we emerge from this crisis stronger than ever.

Gander my process below from pencil sketch and concept development to inking the lines and digitally coloring in Photoshop.

See the full case study here.

Pencil sketch of owls carrying craft beer during the pandemic.
Pen and ink illustration of birds, owls, beer and giant hops. Illustrated for Troegs Brewing.

Hoot Design Studio

Illustration • Branding • Label & Packaging Design   |   Follow along on Instagram



Jen Borror | Hoot Design Studio
Visually telling a story with custom illustration.

More by Jen Borror | Hoot Design Studio

View profile