J. W. Clarke contacted me at the end of 2011 to do some illustration and design work for the upcoming release of his steak, chicken, shrimp and fish seasoning line – a passion project created for family and friends only in the past, but now wanted to to launch in an online store at the beginning of this year. The labels would be for Pawleys Island Pepper, Pawleys Island Sea Salt, and the seasoning with a bit more attitude, Bird Crap. The Pawleys Island labels were created to carry a bit of the Old South classicism mixed with the eroded-by-surf-and-sun of Pawleys Island, South Carolina; the Bird Crap label was something different entirely – a label with enough kick to match the spice of the seasoning as well as the tone of the name.
For the Pawleys Island labels, I hand-lettered a slightly imperfect serif typography to fit the Southern-beach vibe, but with enough fleur-de-lis accents around the letterforms to be reminiscent of the gentleman’s South. I accented the “Pepper” and “Sea Salt” hand-drawn typography with an illustrative scroll. For the imagery, I drew a dilapidated rope hammock (Pawleys Island is famous for its rope hammocks) and set it in front of a vibrant blue seascape. The coloring was all done by hand with digital oil paint in post. All of the imagery was wrapped up in a hardwood texture, and complemented on the sides with light tan, serif typography.
For Bird Crap, I did a linoblock style typography set on a much darker and grungier tan texture. I mimicked the “Grade-A Approved” stamp with J.W.’s nickname, making it “J-Bird Approved” and used Museo Slab as the accompanying typography (the slab serfis going well with the linoblock look). The approval stamp also worked to tie the red cap on the bottle together with the label.
Bearings Guide for Men did a write up on the Pawleys Island and Bird Crap line, “Coastal Seasonings,” which you can read to learn more about the spices.
You can buy the seasonings for yourself directly from J.W.’s online store too. Go ahead and get a few bottles of spices hand-blended in Pawleys Island, SC.
Hand-lettering the title, and illustrating the fleur-de-lis and scroll.
Detail of the illustration for the label’s title.
Finished illustration for the imagery of the illustration – the old, rope hammock for which Pawleys Island, SC is famous.
The finished label design (with the oil paint color layers) for Pawleys Island Pepper – illustration and design by Russell Shaw.
Printed label on the Pawleys Island Pepper bottle.
Hand-lettering for “Sea Salt” label.
Printed label on Pawleys Island Sea Salt bottle.
Final Bird Crap label design – by Russell Shaw.
Printed label on Bird Crap bottle.