Alex Smith’s nostalgic and playful cartoon-inspired illustrations

Alex Smith’s nostalgic and playful cartoon-inspired illustrations

6 April 2023

Alex Smith creates colourful and quirky artwork filled with nostalgia. The NYC-based illustrator finds inspiration from the vibrant cartoons of the 90s and 2000s, creating zany characters with exaggerated features. Possessing a sense of energy and movement, the whimsical illustrations appear like slides from a vintage cartoon reel, bringing each character to life.

A series of collaborative can designs for Merakai Brewing finds Alex’s playful style matches perfectly with the bold, creative flavours of the beer. Unique characters inspired by the beer’s ingredients take centre stage, with her imaginative use of colour and texture adding to the vintage aesthetic.

As well as beer labels, Alex’s whimsical designs have been applied to a wide range of media and merchandise. With an eclectic client base featuring Pabst Blue Ribbon Beer, the Philadelphia Inquirer, and the Boston-based hybrid band Dopapod, Alex proves her nostalgic cartoon-inspired illustrations are a big hit in today's design world.

Here Alex shares her design journey and inspirations:

“Ever since I was a little kid, I've been absolutely obsessed with drawing, especially when it comes to creating colorful and quirky characters that jump off the page. My Nanny, who I love more than anything, was always there to cheer me on and urge me to pick up a pencil whenever I felt down or uninspired. It was her unwavering support that led me to the University of the Arts in Philadelphia, where I initially enrolled in the animation program. However, I quickly realized that my true passion was for illustration and I switched to that program.”

“As I honed my skills and developed my unique style, I discovered the incredible power of a single image to convey an entire story or message. That's why my illustrations are inspired by the colorful cartoons of the 90s and 2000s, as well as the bold and whimsical artwork of Jamie Hewlett, Gary Baseman, and Peter Max. I also draw inspiration from the quirky and playful 1920s rubber hose animations, which never fail to put a smile on my face. But one artist who has had a particularly big impact on me is Ralph Steadman. I'm a huge fan of his work, especially his collaborations with Flying Dog Brewery. In fact, my fascination with beer label-making began when my mom started saving Flying Dog bottles for me to collect on my shelf.”

“And speaking of smiles, nothing makes me happier than collaborating with other artists and creators on exciting new projects. I'm especially thrilled to be working with Craft and Carry, an awesome beer bar in New York, on a top-secret project that I know is going to blow everyone's minds. I'm always looking for new ways to explore my creativity and push my artistic boundaries, and I can't wait to see where this amazing journey takes me next!”

Find out more about Alex’s design work on socials @kewlpotatokid or at her website