One of the things Bell’s is known for (besides our beer) is artwork. Our labels and packaging have featured everything from animals to magicians, and there’s even more engaging art on the horizon. To learn about what goes into producing label and packaging art for Bell’s, we talked to Graphic Designer April Russell and Senior Graphic Designer Alex Smith for this episode of The Shifty.

During the episode, April and Alex shared with us the process of transforming Larry Bell’s vision and turning it into tangible works. They also shared with us what it’s like to create art in such a fast-paced industry as well as the artistic process for works such as Arabicadabra.