In 2021, I was given the opportunity by Block to design a label for Otherside’s Creative Release: Distortion batch. Working alongside Creative Director Mark Braddock, I explored the concept of “distortion” in a literal and visual sense.

Using existing brand elements as a foundation, I applied a custom Cinema 4D shader to introduce a warped CMYK halftone effect. This approach created intentional misregistration, colour separation and visual noise, mimicking the imperfections of print while pushing it into something more dynamic and unpredictable.

The result is a bold, tactile label that shifts and vibrates visually, standing out on shelf through both colour and form. The distortion effect reinforces the beer’s identity while maintaining a connection to the core brand system.

In hindsight, there may have been more efficient ways to achieve a similar outcome. However, the process allowed for experimentation and resulted in a distinctive visual language that feels true to the theme.