Hired Guns Creative - Son of the Morning

"“Make it EVIL” – that was Driftwood Brewery’s only request for their intense Son of the Morning strong golden ale. We decided to approach the label as if it were an album cover, drawing on old-school brutal death metal from the early to mid-90s. In order to graphically render the gory and grotesque while retaining legibility and an iconic sensibility, we paid special attention to colour design within a classic triangular composition. This allowed us to push the limits with our textures: sticky, oozy blood, rotting bone, ancient, melting flesh, spatter, jagged, splintering wood…"

"As a final touch, we wrote an incantation in iambic pentameter in the tradition of Milton’s Paradise Lost and Dante’s Inferno, using archaic English and invoking Lucifer Himself:

Thou fallen fiend, bringer of light and death,
The word made fleshless, ripp’d at toothèd breath.
Though slave’d on high, inferno thou dost reign
In bloodless blood and crown of baphometh.
Return, O shining one, O Helel Ben Shahar,
Son of the Morning, rise again!"