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Félix Girard: Master-Brewer of Imagination / Maître-brasseur de l’imaginaire

  • August 12, 2021
  • Mountain Life Media
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words :: Vincent Champagne. For French-language text, click here or scroll down.

Over the past few years, every time La Souche, a microbrewery in Quebec City, comes out with a new flavour, it calls on its artist-in-residence. As he sits in his studio, illustrator Félix Girard conjures images associated with the name and type of beer before getting to work. His quirky comic-book style art is eye-catching and totally on-brand.

“I’m mostly known for beer,” admits Girard. Despite the scope of his artistic work, he’s most often recognized for the label art he’s created for more than 70 in-house products.

  • FelixGirard_canette_LoupDesSaules
  • FelixGirard_canette_JackieDunn
  • FelixGirard_canette_Canardiere

At 32 years old, the Limoilou artist is so in demand that he has to refuse contracts. Between a variety of corporate commissions and a dozen children’s books, he has the luxury of picking and choosing which projects he wants to work on. He’s done advertisements, illustrated the cover of a DVD by storyteller Fred Pellerin, painted a mural in Quebec City and put on dozens of solo exhibitions. He’s currently working on the artistic direction of a short animated film.

The images in his inner world are a direct reflection of time he spent wandering in the woods. Girard’s family home was located between two mountains, right on the edge of a river that flows into Montmorency Falls. As a child, he used to sketch old tree stumps, plants and little monsters.

FelixGrard turtleisland
supplied byFélix Girard

His illustrations often evoke a feeling of solitude, but not in a sad way—more in a calming way. His work is dominated by warm ochre hues that express the quiet strength of nature. He enjoys drawing small islands, pale, almost uniform skies, distant mountains, peaceful lakes and large animals. But trees are probably his favourite.

“I like old, weathered trees, that are dried out and almost dead,” says Girard. So much so that he features them in several of his pieces. He often depicts a large and single tree without any leaves. “I like the lines it creates,” notes Girard, who rarely paints foliage because “the shape isn’t as clear.”

FelixGirard montwright
supplied byFélix Girard

Fantastical elements also make their way into his illustrations in the form of far-fetched castles, caricatures with disproportionate features and imagery bordering on the surreal. “I like the fact that there are so many interpretations. Putting together different elements that will create a story within the image itself; it stimulates the imagination,” adds the artist, who talks about creating a sort of puzzle in his mind.

Having studied architecture, Girard clings to the idea of home, or specifically, a tiny cabin nestled in the large branches of an old tree. “It’s like a safety blanket,” explains Girard, who’s deeply attached to the notion of finding a place he can call home and feel at peace.

This goes to show that drinking beer isn’t the only way to free the imagination and quiet the mind. Felix Girard’s art directly delves into his complex inner world. Who knew that staring at his work on a can of Irish red ale, English pale ale or raspberry wheat beer could be so meditative? 

FelixGirard lafalaise
supplied byFélix Girard
Vie en montagne édition été-automne, disponible dès maintenant / Summer-Fall Issue Out Now


Depuis quelques années, chaque fois que la microbrasserie La Souche, à Québec, produit une nouvelle saveur, elle appelle son artiste en résidence. L’illustrateur Félix Girard s’assoit dans son atelier, laisse flotter les images dans sa tête à partir du nom et du type de la bière, puis se met au travail. Son style, assez proche de la bande dessinée, attire le regard et sert bien la marque.

« Je suis surtout connu pour la bière ! » Félix doit l’admettre : malgré l’ampleur de son œuvre artistique, ce dont on lui parle le plus, c’est de son travail sur les étiquettes de plus de 70 produits maison !

À 32 ans, l’artiste de Limoilou refuse des contrats, tant il est sollicité. Entre les commandes d’entreprises pour leurs divers besoins et les livres pour enfants (une douzaine), il a le luxe de choisir ses projets. Il a fait des publicités, illustré la couverture d’un DVD du conteur Fred Pellerin, réalisé une fresque murale à Québec et présenté des dizaines d’expositions personnelles. Il travaille maintenant à la direction artistique d’un court-métrage d’animation.

Les images qui tapissent son univers intérieur viennent entre autres de ses vagabondages dans les bois. La maison familiale se trouvait entre deux montagnes, juste au bord d’une rivière qui se jette plus loin dans la chute Montmorency. Enfant, Félix s’y retrouve pour faire des croquis de vieilles souches, de plantes, et de petits monstres !

On dénote parfois dans ses tableaux une certaine solitude, mais sans tristesse. Plutôt du calme, avec la chaleureuse teinte ocre qui domine son œuvre, ainsi que la force tranquille des éléments naturels. Il aime peindre de petites îles, des ciels pâles, quasi uniformes, des montagnes au loin, des lacs paisibles et des animaux géants. Mais surtout des arbres.

« J’aime les vieux arbres qui ont du vécu, qui sont séchés, presque morts », raconte-t-il. Dans plusieurs de ses tableaux, c’est même le personnage principal : un arbre seul, très grand, sans aucune feuille. « J’aime les lignes que ça crée », dit Félix Girard, qui peint plus rarement le feuillage, car « la forme est moins nette ».

Les éléments fabuleux peuplent aussi ses illustrations, qu’il s’agisse de châteaux improbables, de personnages disproportionnés ou des scènes aux limites du surréalisme. « J’aime le fait qu’il y ait plusieurs niveaux de lecture. Prendre des éléments qui vont créer une histoire à l’intérieur même de l’image, ça stimule l’imaginaire », ajoute l’artiste, qui parle d’un « casse-tête » qui se crée dans son esprit.

De ses études en architecture, il reste l’idée de la maison, ou plutôt de la toute petite cabane, très souvent plantée dans les branches d’un vieil arbre. C’est pour se réfugier, explique Félix, qui est attaché à la notion de résidence, de cocon, de chez-soi.

Comme quoi il n’y a pas que la bière pour libérer l’imaginaire et vivre sa solitude. L’art de Félix Girard atteint directement ces mondes intérieurs. À méditer devant une bouteille de rousse irlandaise, de pale ale anglaise ou de blanche à la framboise illustrée par ses œuvres.

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Do Not Disturb mode activated ✅ #mountainlifer
Conceived by superhuman snowboarder @travisrice, the @naturalselection Tour highlights earth’s premier riders, from big-mountain mavens to Olympians, all competing on the most stoketastic—and unpredictable—terrain known to humankind.
Built upon a shared desire to enjoy, respect, and advocate for Alberta’s incredible landscapes, it was a natural fit for @elementsoutfitters to work with a local conservation organization @saltslandtrust to highlight the province’s rugged beauty and outdoor apparel to match.
THE UNINVITED INVITATIONAL April 13-16 @woodwardtahoe 😱 $40,000 cash prize purse and a whole lotta spotlight on a group of riders whose time has finally come!! Presented by @jess.kimura and @thenorthface and supported by @yeti @capitasupercorp @slushthemagazine @unionbindingco @smithoptics @sunbum @coalheadwear @fattire 🫡 watch the finals in person Saturday April 15 and join the crew + @btbounds for a public ride day Sunday April 16 @borealmtn. Time to make some history!!! #linkinbio to learn more!
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