Ruby Powell-Hughes is the Sydney-based graphic designer behind the new SydneyBeer logo.
SydneyBeer has always been about more than just the liquid in your glass. It’s about the community of people who make our beer scene what it is. That extends beyond bar owners and brewers to everyone who contributes to the evolution of beer in Sydney. Ruby is part of this community.
Who’s Ruby Powell-Hughes?
“Personally, I’m Ruby, a 21 year old weirdo who likes flat whites and good TV. Commercially, I’m IRLRUBYPH and I focus on designing logos and other branding materials for Aussie brands. Good branding stems from a respect for design and a top notch logo and I want to make sure quality brands are matched with equally quality branding.
“I got here by working really hard and not putting up with crappy people.”
What’s Your Relationship With Beer?
“Before my partner Tom started working at Bitter Phew, I didn’t really enjoy beer. I’d been sticking to gin and sodas! I generally like really fruity and flowery beers – something like the Shenanigans Death By Hibiscus comes to mind – but I can happily put away an easy pale ale when I need to.”
What Are Your Thoughts on Sydney’s Beer Community?
“I am always so amazed at how welcoming, inclusive and sharing everybody is in the beer community in Sydney. If you ask someone what they’re drinking, they don’t tell you, they hand it over and tell you to taste it. I think that’s so cool. I’ve got awesome friends now who I never would have met had I not been sitting at Bitter Phew having a drink. I don’t think other drinking communities are as chill as the beer community, there really is something for everyone (even me, who didn’t like beer) and everyone is keen to share. It’s so easy to just sit down, give something a go and it not ruin your palate for the night – or clear out your wallet.”
What Was Your Approach To Designing The Logo?
“My approach with any new piece of design work is to listen and get as much information about what the client wants first. Communication is key – it goes for everything really. The first and most important aim is for the client to be happy and proud of the logo behind their brand, so getting to know them, their own inspiration, talking to them about their old logo and where they see their brand going are all really important things to think about.
“Working on the SydneyBeer logo was an absolute breeze, when you have a client like Tim who is not only so damn nice [Ruby is too kind – I definitely didn’t ask her to say this], but knows what they want and is able to communicate that consistently throughout the process makes things so easy and fun to work on. I start with a few basic drafts – trying to keep them all relatively different so the variety is there – and then we use process of elimination to figure out the best option. After that it’s tweaking, adding in details, working on the social media versions and so on until we’ve got something good. For SydneyBeer, the hardest thing was picking the colours, either the really punchy dark blue that you see or the classic NSW sky blue. But it’s just a matter of mocking something up, chucking it on the site and having a talk about it!”
How Can People Get In Touch With You?
“If you’re interested in my work or getting some for yourself, you can head to rubyph.com. If you want to see what I’m up to and making, you can follow me @irlrubyph or @playkill.sc. Or if you just want to say hi drop me a line at email@example.com.”
Ruby was a pleasure to work with on the logo design.
If you like slightly different articles like this, you’ll enjoy my interview with Alex Latham, the artist behind Nomad Brewing’s special release labels. Leave a comment below if you’d like to see more interviews with creative people working across beer brands.