Art & Merch Design with Coco Nella

Photo by New Perspective LA

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.

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Who Is Coco Nella?

Photo by New Perspective LA

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. 

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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

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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

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

The Women At Family Industries Print Shop

Women are an integral part of Family Industries, and to close out Women’s History Month we would like to highlight the women behind the scenes at Family Industries. These women are an essential part of the team and they bring a lot of creativity and value to our business.

Meet Kerin

Kerin is Family Industries’ Fulfillment Department Manager, her role is vital to our fulfillment operation and more than a manager, she is the master behind our DTG projects. Kerin has been with family industries for a long time and has become the go-to person for many projects. She is also a very creative and talented designer and has designed for some of our clients such as Amoeba Records. And as if that was not enough, Kerin is also a big part of our Live team, helping with live events as a printer and a brand ambassador. She is without a doubt a force to be reckoned with.

Get to know Kerin

Q: What do you do at Family Industries?

Kerin: I'm a part of the art department, however, I occasionally jump from art to post-production. I also take care of any DTG orders.

Q: What do you like about your day-to-day tasks?

Kerin: I like that I get to problem-solve. I enjoy a challenge and having to figure out how to get people's ideas into the real world.

Q: How did you become interested in the Screen Printing business?

Kerin: I love art. I took several printmaking classes in college and fell in love with the process.

Q: Are you an artist? if so, what motivates you to make art?

Kerin: I'm originally an illustrator/animator. I make art that I want to see. If I don't see enough of a thing I like, I'll make it.

Q: Who are the women or who is the woman in history that has had a big impact on your life or career?

Kerin: Obviously I'm going to go with my mother. When I was growing up, there weren't that many women in power that you could look up to, but my mother was someone who got shit done and never let anyone belittle her. I strive to be that kind of person every day.

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Meet Andrea

Andrea is Family Industries’ main graphic designer and also provides superb customer support. Andrea is a master of design and has a very important role within the company as she talks to the clients and helps them with their designs. Many clients come to us with a basic idea and Andrea is able to translate their ideas into a kick-ass graphic. She is a key and integral part of our client success rate - she helps us keep our clients happy and coming back.

Get to know Andrea

Q: What is your day-to-day like at Family Industries?

Andrea: At Family Industries we use Monday.com, which allows sales and live reps to create a checklist of things that need to be done for the day. I go through that checklist as the day progresses. Each of us in the art department creates CADs and mock-ups for clients to review. Sometimes we get art requests for businesses, events, or parties.

Q: What do you enjoy the most about working at Family Industries?

Andrea: I enjoy creating fun designs for events and companies.

Q: What woman in history or in your personal life has had the biggest impact on your art and/or your career?

Andrea: I don't know if I really have anyone that I can really say influences or inspires me, but I've always liked the story of Annie Oakley, a sharpshooter. kind of a crazy reference but I went to preschool/kindergarten in the south. She grew up in a home where her father taught her at an early age to hunt, which was a crazy concept for "proper girls" back in her day. She was poor though, so it was out of necessity and she ended up taking that skill to travel circuses and was able to support herself. I think it stuck with me because she was a woman that was unconventional but practical. Her fame was based on her skill and nothing else. As a note, I'm not for guns but I admire people being themselves and celebrated for it.

10 Thing You May Not Know About Annie Oakley

Gertrude Stein was another figure I was fascinated with. I was pretty lucky to go to good schools with strong female teachers also. Cal State Long Beach has a lot of great professors that helped me gain my skills and direction during my time there. If I hadn't taken graphic design and printmaking I wouldn't be at family.

Q: What motivates you to make art or be creative?

Andrea: I think creating is the motivation itself. I think artists are just people that have ideas that they need to get out or they'll implode. I love doing doodles and designs just for fun. And when you see others enjoy them it makes you want to make more.

Although it’s not all gems, if I'm lucky, the drawings I put together come together to make something I like. There are a lot of versions and failures before I get to something I really like and make me want to create more. LOL

Q: Were you familiar with Screen Printing before you started working for Family Industries? What do you find interesting about what Family Industries offers to their clients that maybe other similar businesses don't?

Andrea: Yes I went to Cal State Long Beach for printmaking and my main focus was actually drypoint and screenprinting. I actually interviewed because a friend of a friend knew there was an opening and felt it could be something to check out.

Family Industries probably caters more to clients than the other companies. We definitely try hard to make sure all orders are treated the best they can. Attention to sizing, detail, and print quality. We try to catch errors and work with the clients to make sure we can give them the best product.

Andrea’s Work

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Meet Gabi

Gabi is the newest addition to the team, she is our customer service specialist and focuses on new clients by providing quotes and taking the client from the initial contact phase to the production phase. Gabi has been a much-needed addition to the team and has helped us manage all of the inquiries we receive on a daily basis.

Get to know Gabi

Q: What your job title is and what is your day-to-day like?

Gabi: My official job title is Customer Service Specialist. My days are pretty much filled with emails with clients, phone calls, and building quotes. I handle the quotes email, so whenever we get a request for a quote, I’m one of the people that respond. When putting together a quote, a lot of it involves searching for the right garment, amount of placements and colors in the art (which sometimes can be super hard to tell lol), and also finishing services if needed.

I also handle custom order requests, for example, we just started an order with custom tie-dyed socks and a custom dip-dyed shirt that looks like a watermelon! For an order like that there's a lot of coordinating with outside vendors for the tie-dye and socks since we don't produce those in-house. Luckily, we work with awesome vendors that produce the best quality for us! Another thing that happens during my days is print approvals; whenever the guys in production start printing an order, they bring up the first print for us in sales to approve. We make sure the placements are right according to the mock-ups/CAD's. Sometimes Pantones and placements can be tricky, so it’s always best to have another set of eyes on it!

check out How To Dip Dye Your Clothes

Q: What do you like about working at Family Industries?

Gabi: I love the crew so much! Everyone here is so nice and so chill which makes it a great work environment. They welcomed me with open arms and taught me so much about screen printing (I literally knew nothing about it when I started). I feel like a part of a team which is great and something I lacked in my past work experience. We have fun and joke around but always get our work done on time.

I also LOVE all the cool prints we do and the clients we get to work with! Seeing an order come together from start to finish is an awesome process. I get blown away sometimes by the beautifully detailed work we produce. Screen printing is literally an art!

Q: What woman in history or in your life inspires you and why?

Gabi: I'm going to be cheesy here and say my mom, but she is such a huge inspiration to me; she's tough, hardworking, and loving. She started her own business in Philly just after she left her job and literally a year after my sister was born. Now, the company is one of the biggest real estate companies in Philly and they have about 12 employees and manage HUNDREDS of properties. She should be retired by now, but she still goes to work every day - I definitely get my ambition and drive from her. She always supported my dreams and choices, which I didn't always get from others. I hope one day I can be a boss babe like her!

Q: Do you have any artistic or creative interests? If no, what do you like to do in your free time?

Gabi: I love art but I am no artist. However, I live and breathe music! I'm always listening to Spotify and love finding new and eclectic artists. I'd say my favorite hobby is making playlists on Spotify, and honestly, I think I'm pretty awesome at it.

Other than that, I'm usually watching a good show/film relaxing with my cat and pup, or online shopping for things I DON'T need.

Q: What are your top 3 favorite movies?

Gabi: My favorite movies are Empire Records, Almost Famous, and The Craft.

Gabi’s Pets

Author: Irene Floridia - Content Creator

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For any inquiries, send us a message!

OR

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.