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October 16, 2012
Meet the Man Behind the New HIP TASTES Wine Label: Mitchell Shernoff
filed under: Goods & Gadgetry,
Announcing: the creator of the new HIP TASTES "60-30-8-2" wine label, Mr. Mitchell Shernoff:
I have had the pleasure of collaborating with Mitchell (via his firm, Mitchel Design) since the very beginning of my business, when he designed the debut website for courtneycochran.com (which I'm still using - proving the adages that you get what you pay for and good design lasts). I met Mitchell through his sister-in-law, a fellow classmate in the International Sommelier Guild's Diploma program. I was wrapping up business school and I needed a website. Mitchell and his brother designed a site and brand identity that was perfect yet different than anything I could have imagined. They took my name, some colors I like (pink!!) and created what you see now: the process was a total delight.
(pictured here, the label for HIP TASTES Red "60-30-8-2")
From that foundation, Mitch also created HIPTASTES.com, hiptastesbook.com, hiptastescommunications.com and all of my event illustrations, which can be seen at a special Pinterest board I created for them. Some of the illustrations came to life quickly while others took a bit more time, often because *my* vision was evolving along with the process! I have been pleased with the results Mitchell produced every single time, and proudly displayed illustrations at the door at my tasting events. They elevated an idea (which may have seemed zany at first, like my Rock & Roll tasting) to something that inspired people to attend, garnered media attention and - the best part for me personally - affirmed and expanded upon my initial vision.
Now, with the creation of 60-30-8-2 Mitchell has once again exceeded my expectations. The label - a Mashup of pop art and street food culture - was Michell's first pass at the concept, and the best. He had to show me a couple of alternative looks for me to "get" the genius of the design we wound up with - which is after all is a natural element of the client-artist relationship and process. For those who are curious about the label's genesis, I sent Mitch a copy of Warhol's 9 Marilyns and a picture of an illustrated cartoon hot dog against an exploding background. He rocked it, and the label has been generating oohs an ahhs and fascination wherever it's shown.
As we worked together, I became better acquainted with Mitchell's talent through a fantastic show of his work in a gallery in Venice Beach. He created a delicious collection of canvases that popped with brightly colored tape renderings (see the example he's holding here). His use of color is truly remarkable, from his illustrations (which appear throughout my projects) to his graphic design, visual art productions and - now - wine labels!
Mitch splits his time between Amsterdam and the US (and lived for a time in Estonia before moving on to Amsterdam) and I am hoping he will return to being a full time domicile in the not too distant future. Together with his wife be has traveled far and wide since I met him, no doubt gleaning inspiration from the rich tapestry of cultures and geography he's seen along the way. He's a student of the world, an incredible artist and a really nice guy. With no further ado, to the questionnaire!
* What inspires you?
* What's your favorite wine memory?
* Do you cook? Would you consider yourself a foodie? (kind of hate that word, but you know what I mean)
* With the label for 60-30-8-2 you got to the heart of the design fairly quickly after I sent over my ideas. Is this typical of your work? What was working on this project like?
* Pinterest. Love it or hate it?
* What is something you'd like to design that you haven't yet?
* If you could sit down to eat with anyone in the world (history) who would that be? Why?
* If you could sit down to drink with anyone in the world (history) who would that be? Why?