Our cans are drawn by Loïc Lusnia, a French artist whose work swings between bold optimism and reflective pessimism. We sat down with him to talk about his process, his influences, and how the Noli South cans came together.
Can you describe your artistic style in only three words?
Colorful, lush, 50% optimistic 50% pessimistic.
What inspired you to become an artist, and how has your French background influenced your work?
Since I'm a child I'm a lot into skateboard and punk rock culture, so it has a huge influence on me. Artists like Ed Templeton, Michael Sieben, or Todd Bratrud showed me that it was possible to make a living out of your passion, it was a big revelation to me. Early 2000s Cartoon Network shows were definitely an inspiration as well, Powerpuff Girls and The Grim Adventures of Billy & Mandy were so cool and so fun to watch. I would say that French nature and landscapes had a big influence on me. We have so many beautiful places here, with a big variety of landscapes. I love it so much and unconsciously began to feature it in my artwork.
Can you share the creative process behind the Noli South cans?
I tried to capture the essence of Noli South. It was important for me to talk about the way of life by the sea and how fun and sweet it is in my mind. The idea was to mix local animals from Florida (except the cheetah, which is my mascot) with seaside activities to do something fun with an ecological message. I immediately wanted to do a tribute to all the beautiful landscapes and animals you have in Florida.
What's the most important element in designing packaging for something like kombucha?
I think that it's important to put nature at the center of the project. This kind of beverage is all about nature and bio process, so the packaging has to express it first.
How did you brew the ideas for the cans?
I tried to focus on the geographical context, where the magic happened. At that time I was also a lot into vintage matches design, and Florida has a great background with Art Deco, so the concept came very fast to me. Local landscape, local animals, and some ornaments to remind this architectural legacy.
What's the secret sauce?
Adding sunglasses to an animal is definitely one of the main ingredients of the sauce. It instantly increases the coolness taste of your design dish by approximately 120%.
Any bloopers along the way?
At first, I drew a crab on the skateboard instead of a gator. It had tattoos on it, but didn't fit that much with the bird and the cheetah, which were the first two designs. So I have an unused tattooed crab design that hangs out in my computer.
How do you approach art for a brand versus your own pieces?
I mostly approach it the same way. I begin by doing a list with all the words that inspire me. Then I try to arrange it in a way it could make sense. Here it was something like "cheetah, bird, skateboard, wave, palm trees." The only difference is that in commercial projects I mostly can't put as many skulls as I do in my own designs.
Does the can change how the drink tastes?
Yes! Can designs are the first thing you see when you're about to have a drink, so I definitely think it influences your mindset when you taste something. You taste it with your eyes first. If the design doesn't look tasty, you will not want to try the beverage in it.
If you were a Noli South flavor, which one would you be?
I would be the Rosemary Ginger one, I think. It feels like evidence but I can't figure out why, I admit.
A secret favorite in the collection?
That cheetah drinking a can while surfing seems to have the best time ever.
Dream collaboration on a Noli South can?
The previous artist, Wyatt Hershey, is one of my favorite artists, so he is definitely on the top of the list. Luke Pelletier would be second for sure. His artworks are the best tribute to American culture these days.
How can people work with you or buy your art?
You can contact me through my Instagram, and my work is available at loiclusnia.bigcartel.com.