It's not often I get to combine Art Deco lettering, pulp fiction-style art, and sci-fi storytelling. But when I do, I pull out all the stops!

Incident Ray is technically a physics term describing the angle a ray of light hits a physical surface. Not a super-sexy subject. But it IS a pretty rad term, hence why the fellas at Pathlight Brewing nabbed it for a sci-fi themed IPA.

In a nutshell, I was asked to take the name and develop a story involving reflection.

The lettering was the easy part to develop on this one. After a few rounds I had a tight sketch of the letters I wanted to use. Figuring out the story we wanted to portray in a single frame was the bigger challenge. I knew I wanted to stick to something mid-century, pulling inspiration from original Twilight Zone tales. 

Here's a quick look at the development process for the lettering and illustration. I like to get my letters and drawings as tight as I can on paper first. Then I pop images of those sketches into Procreate where I have a bigger layout toolbox. After that, everything gets digitized and laid out in Illustrator. 

When all was said and done the gang at Pathlight Brewing loved the look of this label design. It was just out-there enough to capture the imagination of craft brew fans across the galaxy.

Thanks for checking it out!