January 1, 2023

Family Industries

Branding, design

Art & Merch Design with Coco Nella

January 1, 2023

Family Industries

Branding, design

In honor of Women’s History Month, we decided to interview some Los Angeles women artists, designers, and business owners. We start this series by talking to artist and designer, Coco Nella who has paved her way through the Los Angeles art scene after relocating from the Tri-State area. Coco has worked with several brands and businesses to elevate their brand with her abstract designs.

Who Is Coco Nella?

Coco Nella is a Los Angeles-based mural & custom artwork business owned by Corinne “coco” Pulsinelle. Coco hails from the east coast, where she grew up fascinated by abandoned buildings and street art. After attending SUNY Purchase Art Conservatory in New York, she was able to refine her style and scale up her designs into large murals.

Since moving to Los Angeles, Coco’s painting style has caught the attention of major corporations, interior designers, business owners, and independent clients looking to have custom artwork in their homes. Her illustrations have also been used on packaging, clothing, and merch specifically in collaboration with local breweries.

Coco’s Background

Growing up in New Jersey, Coco became interested in the arts while taking an art class at her high school. Growing up, she took a specific interest in photography and graffiti as her artistic outlet. While in high school her teacher encouraged her and helped her apply to art schools.

After relocating to Los Angeles, Coco made connections with local interior designers and she began doing large-scale paintings and home murals as well as retail and office spaces. She has been able to create these connections through the years and building a brand for herself.

Although Coco’s primary work is painting murals and graphic design, she majored in Screen Printing while at SUNY Purchase where she learned the art of printmaking. This knowledge helped her understand design and plays a big role in how she works today. Coco has been able to pivot her knowledge of design and printmaking to create artwork for beer cans and apparel.

10 Questions with Coco Nella

We sat down with Coco to talk about her story, her inspiration for what she does, and the women in history that paved the way for her.

Q: How do you think learning the art of Printmaking in college influences your art today?

Coco: Printmaking is a cool knowledge base to come from because it is process-heavy and I am better at setting up a project overall because of it. For example, I approach murals by having a completely planned-out design first and pay close attention to things like color order as you would in printmaking. The heavy focus on design and image layering is definitely something I think is evident across my work.

Q: Growing up, who were the women that you looked up to as inspiration for making art?

Coco: I have always been inspired by strong women in general, especially those who are accomplished in male-dominated industries or have overcome very big challenges. I can’t pinpoint a particular idol in the art world, but I will say that seeing my grandma react to the drawings I was doing as a kid for example made me feel like maybe I had something worth pursuing. So maybe I didn’t know all of the art icons & hadn’t been to many galleries, but I had strong women around me who I looked up to and wanted to make proud.

Q: How do you help brands develop their visual assets?

Coco: My approach to working with brands is based on making a personal connection and understanding the ethos of the company and who their customer is. Developing color schemes, fonts, and images. Those are all tools we can utilize to communicate. Sometimes I feel like a translator, taking what it is a company wants to express and simply putting that into the language of design. I am not short on unconventional ideas and I value freshness and originality while keeping things approachable.

Q: What is your process when designing merch for a business?

Coco: On a technical level, it’s important for me to understand what the design is going to be used for. An image that translates well on a digitally printed t-shirt might not work on an embroidered hat for example. Once that part is sorted out, I really just focus on making the merch look eye-catching and awesome. People often buy merch because it’s nostalgic… you had a great time at a new brewery and there’s an awesome t-shirt hanging in front of you that you can wear and remember that awesome time. It’s built into the experience for the customer, but it’s also built into the advertising of the business. It’s a proper win-win scenario that should be treated as a fun and enjoyable creative process.

Q: What do you enjoy about working with local breweries?

Coco: Local breweries are often down-to-earth social environments where things behind the scenes are often very creative and experimental. I feel like my goal as a visual artist to bring people together parallels the goal of many brewers that I have met, and that alignment allows for really cool artwork to happen.

Q: How important do you think it is for breweries to have label art for their cans?

Coco: Label art on almost any product is an integral part of creating/product brand awareness and making sales. A lot of people like myself will engage with a new product almost exclusively because I like how it looks, after all that’s often all you know about the product until you’ve tried it.

Q: What is the best part of working with a local business?

Coco: The best part of working with a local business is that I am also a local business and we speak the same language, a lot of times as far as understanding the hustle, the highs, and lows. I come at those projects from a place of support and I really appreciate the support in return.

Q: What do you like most about designing beer can labels?

Coco: Craft beer is specifically cool to make art for because oftentimes the customer will sip on a beer and have a rare moment of pause where they can actually look at the can. I like to bring a lot of detail into these labels and give people lots to look at, it’s just fun and part of the whole experience of unwinding with a good beer. Plus I’ve seen people either collect or turn the can into planters so that’s been a meaningful and unexpected demonstration of how people respond to the work I’m putting out.

Q: What is the most challenging part of designing merch?

Coco: The most challenging part of designing merch for me is creating the best strategy ahead of time so that whatever artwork I send to the printer will translate really well onto whatever product we are making. At the same time, I want to create artwork that is versatile for my client, so if they decide in the future to turn the same image into a patch or a pin I need to hit that sweet spot of having visually interesting details, but not so many details that they get lost on the item or can’t be made at all. It’s not always possible but that is often a challenge I face being in between the client and the printer.

Q: What inspires your creativity when designing merch?

Coco: When I design merch, I am always on the lookout for unconventional sources of inspiration that can bring freshness and originality. I don’t look at other merch as much as I might look at old photos, advertisements, and even just cool color combinations that I might notice while I’m out on a walk.

Designed by Coco Nella for the 2020 Los Angeles Brewers Guild — **Designed by Coco Nella** for the 2020 Los Angeles Brewers Guild

Beer label designs

Coco has worked with some Los Angeles County-based breweries such as Lucky Luke Brewing and Pacific Plate Brewing designing their cans. She has been able to bring a brighter concept and an out-of-the-box approach to label design.

Colorful and eye-catching beer label designs have recently become a very integral part of the craft beer business in Los Angeles. Having a well-thought-out, colorful and fun design on a beer label has proven to increase sales, and breweries all around the country are beginning to notice that combining art and beer is a good way to create brand awareness and loyalty.

Check out The 20 best beer label designs of 2020

Read How to design a beer label: The ultimate guide for craft brewers

Merch Design

Having a well-thought-out design printed on a t-shirt or stickers can get you noticed. Coco has created some very cool designs to establish a brand visual asset for some of her clients such as Leo & Mamas, which is a women-owned lifestyle brand and shop in Lancaster, California, and a cool bandana collab with Lady Luck Print Co. which is a women-owned print shop located in Carlsbad, California.

As a business with regular customers, selling t-shirts, mugs, or stickers at your events or establishment creates a beautiful flywheel effect: the more merch you sell, the more money you make, and the more your brand gets promoted by your regular customers. A nice mention on their social media also helps promote your brand and gets you noticed by orders in a way that is fast and easy.

Read 8 Reasons why your company needs branded merchandise

Author: Irene Floridia - Content Creator

For FAQ, check out our site!

For any inquiries, send us a message!

send us an e-mail at quotes@familyindustriesla.com

Our showroom at 2755 Fruitdale Street, Los Angeles, CA 90039 is open by appointment only from 10 am - 4 pm Monday through Friday.

January 1, 2023

Family Industries

Blog, Poster Department

The Process of Printmaking

January 1, 2023

Family Industries

Blog, Poster Department

When looking at the history of printmaking, we see evidence of this artform going back thousands of years and in many different cultures. The art of printmaking has evolved in the types of techniques used to achieve prints, and not only on paper but on other surfaces such as wood, metal, and glass. In this article, we will take you through the different techniques and applications as well as a little bit of the history behind this art form.

What is Printmaking?

Printmaking is an art form consisting of the production of images, usually on paper but occasionally on fabric, parchment, plastic, or other support, by various techniques of multiplication, under the direct supervision of or by the hand of the artist.

5 Types Of Printmaking

Woodcut

Woodcut printmaking was first used as a means to print books and create repeating patterns for textiles, and it eventually turned into an art form. The process of creating a woodcut print is by carving out negative space from a surface, leaving only the lines and shapes that you want to appear in the print, and then coat the remaining surface with ink. The next step is to place the inked surface on a piece of paper, and finally, create a print by placing pressure on the back of the block - with a roller, printing press, or other tools – to transfer the ink onto the page.

Engraving

Engraving is the oldest and most difficult form of printmaking. Unlike relief printmaking (where ink is placed onto a surface) engraving involves making incisions or grooves in a plate, covering the plate with ink, and wiping the surface, so that the ink remains in the grooves. Then, the plate is placed in a printing press, which forces the paper into the plate’s grooves to pick up the ink. When the paper and plate are peeled apart, you’ll see that the ink has adhered to the paper.
The incisions in an engraving are entirely produced by carving into the plate by hand, which is why it’s one of the most challenging printmaking methods to master. The technique typically calls for the use of a burin - a steel rod with a sharp, oblique tip attached to a rounded top for the hand to firmly grasp onto – to draw into a metal plate.

Etching

Etching is an intaglio printmaking process in which lines or areas are incised using acid into a metal plate in order to hold the ink. In etching, the plate can be made of iron, copper, or zinc.

The etching process involves incising marks into a plate through a process called biting. First, you cover a metal plate with a wax-like layer called the “ground.” Then, you draw your design onto the plate with a needle; no pressure is needed as you only need to scratch through the surface of the ground. When the drawing is finished, you coat the back of the plate with a varnish, then immerse the plate into acid. As the plate lays in the acid bath, the acid will eat away at the marks you made, creating fine incisions.

Lithography

Lithographs, which were created in 1798 in Munich, are made with a large slab of limestone or metal plate and require an intensive process of developing an image on the stone or plate.

To begin making a lithograph first you need to prep the surface of the stone with grit, a sand-like dust, and a levigator, which is a heavy circle of steel that is attached to a handle. With some force, you start spinning the steel across the surface to grind it down a millimeter at a time. This is a crucial step for leveling the stone, which will provide an even print.

Next, the stone needs to be sensitized by dampening it and applying an acidic liquid across the entire surface. Then, the solution is rinsed off, and when dry, you apply a substance called “gum arabic” around the edges to create a border for the print area. Now you draw your image onto the stone with greasy tools such as a lithographic crayon or ink.

Once complete, you begin the transfer of the image onto the stone by an intensive process that involves layering talcum powder, resin, liquid-etch solution, gum arabic, and mineral spirits. Finally, you will ink the stone and print the image with help of a press.

All of these steps play a role in transforming the surface of the stone so that whenever a mark with a greasy material was made, the ink would stick to the surface of the stone.

Screen Print

Screen printmaking originated in China as a way of transferring designs onto fabrics, following this, the Japanese began using simple stenciling techniques as a way to create imagery. They would cut stencils out of paper and mesh was woven from human hair. They used stiff brushes to force ink through the mesh onto the fabric.

In the 1930s in New York, a group of artists began experimenting with screenprinting as an artistic medium by applying it onto paper. They coined the term ‘serigraphy’. Later in the 1960s Pop artists such as Peter Blake and Andy Warhol used screen printing as an essential element to creating their artwork. These artists established screen printmaking as a medium for creating contemporary art by popularising the method.

What is the process of Printmaking?

Screen Printing, also known as silkscreen printing is unique in the sense that the print isn’t made directly from the surface of the block or plate; instead, the image is printed through a screen mesh using stencils, and within this medium, there are a few techniques used to achieve specific prints. People new to screen printing often first learn how to create hand-cut stencils. In this method, you use an X-acto blade to cut out a design from a sheet of self-adhesive plastic film. Then, the shapes are positioned on the film to the bottom of a mesh screen and place on top of the paper.

At Family Industries we practice the art of screen printmaking, using stencils and exclusively on French Paper, the gold standard for screen printed posters. Screen printmaking is ideal for high-quality posters, art prints, and other types of flatstock. Screen printed posters are always a hit and are a great way to make small or large runs of your custom artwork. Whether you’re a band who needs tour posters or an artist looking for a premium-quality replication, the team at Family Industries takes great pride in our poster printing department.

Author: Irene Floridia - Content Creator

For questions, send us an e-mail at quotes@familyindustriesla.com, or give us a call at 323.227.1547 and we'd be happy to help.

Our showroom at 2755 Fruitdale Street, Los Angeles, CA 90039 is open by appointment only from 10 am - 4 pm Monday through Friday.

June 14, 2019

Family Industries

live screen printing, screen printing

Cured in 60 Seconds: An inside look at live screen printing

June 14, 2019

Family Industries

live screen printing, screen printing

Ten years ago we ventured into the unknown world of Live Screen Printing. At the time, no one was really doing it so our gauge on whether or not it would work was… well, there was no gauge. We were attempting to build an entire business around something that had zero proof it would actually be successful. All we knew was that we had a solid idea, the skills to pull it off, and the drive to make it work.

Today, a decade later, we are doing over four hundred events a year. To say we’ve been extremely fortunate is an understatement. We owe a giant debt of gratitude to all the incredible people who have supported us along the way, and all the brands we’ve been lucky enough to work with throughout the years.

As incredibly exciting as these past ten years have been, we couldn’t have gotten to this point without lots and LOTS of practice. As cliché as it is, practice really does make perfect. We’ve had to fall and pick ourselves back up more times than not, but those falls have taught us something each time. That’s why, in the spirit of learning, we wanted to show you how we make the magic happen. From prep work to the event itself, there’s a lot that goes into live screen printing.

Here’s a little inside look into how we do what we do…

PREPARATION IS KEY

*Stagecoach 2019 Prep — Before we headed to the desert for 2019’s Stagecoach Country Music Festival, we had to prepare hundreds of pre-printed posters for the event.*

Some say that “eighty percent of life is just showing up”. Unfortunately, that doesn’t really apply to live screen printing. Depending on the type of item we’re printing on, as well as the designs themselves; prep work is usually inevitable. We never want to walk into an event blindly, so we typically spend the days leading up to it practicing the activation.

Reasons for prep work ranges from types of ink we’re using to pre-printing tags and brand logos onto the items. For example, before we went to Tik Tok’s “For Black History” event in Hollywood, we pre-printed hundreds of denim jackets with the Tik Tok logo.

You may be asking yourself: “Wait. if you’re ‘live screen printing’ why are you printing stuff BEFORE you’re actually live?” That’s a solid question. What it usually comes down to is twofold: time and branding. Typically when we’re hired to work an event, a company will want their logo/branding on the items we’ll be live printing. This is completely separate from the design(s) they want to be printed live.

Whenever we’re live, we want to make sure guests of the event are given their items in a timely manner, and not wasting their time waiting in line. No one wants to wait a long time for a t-shirt when there’s food and drinks to be had! So in order to save time, we tend to pre-print any branding that the company wants on their items. That way, the items are ready to go for guests once they get to our booth. They only thing they have to worry about is choosing which design they want live printed.

Pre-printing is far from the only reason we do prep work for our live events. Sometimes we’re asked to print on an item we’ve never printed on before, and like anything you want to get good at doing: practice makes perfect.

This past April we were asked by The Fields Restaurant to do live printing on clear, PVC tote bags. While it may sound simple, printing on plastic bags can be quite tough. ESPECIALLY live. That’s why our Production Manager Mike hit the floor and practiced until we knew we could pull this off. Lucky for us, Mike is a master problem solver and came up with a system that would make this activation possible. Check out photos of the bags below!

pack it up, pack it in…

Once we’ve got everything prepped and ready to go, it’s time for everyone’s favorite activity: PACKING! Lugging our equipment around as often as we do can be quite taxing, but practice has certainly made for a smoother operation.

Most of the events we do call for a specific type of screen printing ink. Before everything gets packed up, we need to get all those inks ready to go. Our live team will either grab something off of the ink wall that’s already prepared, or mix something up.

After the inks are ready to go, we gather all our road-ready equipment and pack it up. Depending on where the event is taking place, we either transport the equipment ourselves or ship it to the event destination.

live from [insert location]… it’s family industries!

*Stagecoach Country Music Festival 2019 - Indio, CA*

Over the last ten years, we’ve been lucky enough to travel all over the country. Life on the road is a rollercoaster, but it’s like a rollercoaster in Disneyland; it never gets old, it’s always a good time, and there is very little motion sickness.

Every event is different, but load in and set up always take place before the festivities get going. After everything’s good to go, that’s when the fun begins. It can get pretty nuts whenever we’re live printing, especially at large scale music festivals like Lollapalooza and Stagecoach, but that’s kind of why we love it. We feed off the energy of the crowd, and that’s what keeps the work interesting after all these years.

Depending on the activation and item being printed, our live team can turn an item out every thirty to ninety seconds. That’s why we’ve been able to take events on like the grand opening of Toyota’s headquarters in Plano, Texas where we printed five thousand shirts in four hours. Our heads were spinning and our arms were tired, but boy did we have a great time! That’s why we’re always down for a good challenge. The more, the merrier.