Studio Brief 01 - Individual Practice Page

CRAFT ACADMEY 

The Brief

Help us un-bottle potential and bring fresh young talent into the brewing industry.
New beers, new social & digital work, new advertising. Un-bottle your potential!

What do they mean? 

• Audience - Young adults 18+
• Offer young people a way into the brewing industry 
• New beers, new campaigns, big ideas, to get people interested in the brewing industry
• if you have any new ideas for beers or products that you think would elevate the campaign we’d love to hear them.
• we would like to see how your BIG IDEAS would work across many aspects of advertising, from our social media channels and digital to out-of-home advertising. 

 The reason for choosing this particular brief is because I've been wanting to expand my interest as a young designer, due to my portfolio being limited to typography and editorial, it is for this reason I choose to take on this brief due to it being advertising,campaigns and packaging realted. 

During this design process I will carry out research into the following areas:

1. The company, what products and beers they sell
2. Campaigns and advertising which they have carried out 
3. The choice of colour 
4. Target audiance 
5. Distribution 
6. Realted imagery 
7. Related imagery to the topic choosen due to research 
8. Campaigns 
9. Advertising.

From this I will then conclude with an evalution summerising the project as a whole and how the process has worked and what i've learnt and what I would have done differently.


Company Research

Firstly to start off the research I looked into the compnay and there design form, fromt this research I found that the company clearly liked usng bright colours to highlight there work. Using colours such as yellow, browns, greens, purples and blues. Finding this finding i found that there were to many colours which didnt suit being together and the choice of brown as a main theme colour does not look ideal. 

When we look at the design of the bottles they look childish but illustrative and playful, due to the target audiance being 18+ i do not believe that this is an appropriate design for the packaging covers. From passed projects i've gained knowlege through researching projects like this and found that young adults tend to enjoy the simpler designs ones that are easy to undestand straight away. 

Following from this we can also consider the distribution of these particular bottles, if these bottles are aimed at 18+ young adults they will be seen in bars etc, for this reason it is best that the designs are simple so that you can clearly see the description as from experiance amoung myself and piers when questioned theres nothing worse than having to lean over a bar to try find the bottle that you are looking for especially if your wanting to try something different. 

Tracking back wards we can again consider the colour choice of the logo design being bright yellow. Yellow is a bright colour and therefore is difficult to look at for long periods and can be eye strainigng on the eye especially when it is being placed on a white background, it is for this particualr reason that the choice of colour for the logo which we find below, I believe does not work due to the legiblity being at risk. However the colour is a concern the logo it self works well as a composition. It is interesting to note that this logo design is type based, this also adds another illustrative effect, it is clear from this information gather that this company enjoy bright colours, Ilustration and type. When experimenting I will consider each of these areas and simplify them down so they work within the concept choice.

Taking into consideration the type form, the type is a mix of serif and sans serif fonts which looks playful and gives it movement, similar to the feeling that you get when you have a drink, so this works within that resepect. However the type of fonts use look immature and almost to playful to the point where the bottles look like they are aimed at chilldren.  

However this brand have it's faults when i have noticed as a postive  is the names of the beers, they are unique cheerful and postive, this creates a happy enviroment to the custmer and attracts them.

Related Research 

From looking into the company I then began to carry out some related research looking at other beer packaging, through this reseach i found a fair few un usual packaging a series of this images are sexualized flirty packaging, however some of these images work as they are sassy rather than innapropriate. 

It's in interesting factor to aknolwedge that when it comes to alchol that sexual packaging does work, due the fact of the age range of people who go out are often at univerisity or they are students, who are at that prime stange of life. It is this reason that these 'sassy' bottles are relevent and do work well, however risky. 

Due to sexualization it is most important to note that there are limitations sexualizting beer packaging as many people relate beer to men, therefore packaging is often aimed at men as an audiance, it is this reason in which I have choosen to concentrate my research on trying to find a balance between women and men beer and create something that will cummunicate to both sex's. 

This image below of masquared packaging is elegant due to the use of a serif font, serif font is often related to old tradition, this also realtes to the old fashioned theme of 'Masquerade' as this theme has been around for many years, commonly used for ball themes. The colour scheme of these bottles is mature due to the colour choice of brown and gold, brown is a fairly aging colour as we reltare the colour to rust, and gold is also old due to the link between gold jewelley which is seen as an herritage. It is for these reasons that  I think that this paticular design is aimed at the older generation, and people who have money, there for this design is not aimed at students. However just becasue this design is not aimed at students does not mean this will not help me with my design choices. From this deisgn I have learnt ways in which colour choice and type can effect the age of the target audiance and the hiarachy of audiance that the packaging aims at, this will help influence my design decisons.

 

From the past image I then decide to search some illustrative designs as in research carried out of the companys packaging it was noted that they enjoyed the use of illustration it for this reason I choose to analyse this particualt piece of design.

The design I find are particular captivating they show the use of colour and composition greately due the textured feel of a collage. The choice of imagery is interesting and the choice of not using much type is interesting also as it makes the eye concentrate on the main image. Although the images used are captivating, I do have a concern that from a distance because the images are so detailed that from a distance when trying to find these bottles would be difficult for legibility. However if they are made for a specialist shop these bottles would work. These bottles will inspire my designes when it comes to the illustration choice. 


  










 From this I then started to carry out some more research into sexualised beer which had seemed to be a common subject when carrying out research. This particular packaging above is fairly male dominated and clearly meant for a male, in comparison to the previous design we analysed that we can see is for a mixed audiance this design is clear aimed at males. Personally think that this design is wrong and depicts women in the wrong way and is inapropriate. Although i find this design inaproppriate, this will help me experiment and learn the limits of the packaging I could carry out.


 We again find a simlarity with this image below, trying to label blonds being dizzy in a dumb inaproproiate manner, we can tell that these past to brand are old due to the type of design being a pin up girl, this relates to back then when women were seen as objects. This is something that I will be avoding when it comes to experimentation. 

  


 These bottles below seem to be more appropriate due to the young/modern look to the bottles realting to my young audiance. However again the idea of a women being on the frunt seems to be a common factor and it is for this reason the design which I create I want to try and avoid this idea.


 

This packaging above is very risky due to the packging being based on women tights, unsure or the idea of the men figures walking over the, womens tights not intirely sure what that is trying to communciate but from this prosepective does not look right. However I do like the idea of the cans connecting to make an image. However in this design i think its inapropriate as it looks like its symbolising you can share a women.

Becasue of these sexualised findings i then strated to try find more basic designs which were attractive but were neutral. I found that these designs were more relevent to my target audiance being students due to the modern design look to them. 

From these findings I then started to look at campaigns and advertising of beer bottles , which advertised there brands.What I found during this is that beers were often adverised in a holliday or summer background, this adverities that its a treat and something you dont have often, but it also in currages you to drink and gives a feeling of exitement as its somthing to look forward to. What I also notice is that they were photographic based and the photographic was the main image and text wasnt as important this is an interesting factor as in design today type is mostly used as the main theme, however this alternative works well. 

These images above  are particulaly interesting due to the accessorise which are included in the design as its all stuff that you would mainly use on holliday which realtes to the previous descussion earlier. However this design is on a beach which is where many students are seen drinking on holliday which works well for my target audince.

The designs below I find really captivating, the artist has created images digitaly captuiring forms of nature which create the shape of a pint glass, this is particulaly interesing it creates a refeshing design template. It creates a calm, relaxed atmosphere which is what people like to think of at the start of having a drink after work or a long day. This would have to be one of my favourite findings of the day and is very inspirational. Although this may not influence my desings this time round it will most definatley influence my designs in the future.

Where would we find these beers?

From this research I then began to consider the distribution and where we would idealy see the beers, in the brief they discuss that the beers are often found in exclusive boutique shops for this reason this opens possibility to open limited addition beers, which there for could be something diverse and exotic something that shakes the beer industry up. These are some primary research findings which I found:

Concluding 

From this research I have found that, beers are often connected with a masculine audiance through the influence of type and the sexualiseation of women, it is because of this reason that I will experiment with creating packaging design which cummnicates to both sex's in an flirty appropriate manner. From research findings also I will also concentrate on making these beers simplistic due the surroudings they will be seen in such as bars, and specific shops, this will open oppertunity to work on limited edition beers which will open up oppetunity to exotic flavoured beers.

 Firstly I carried out some primary research asking piers on ideas for, names, slogans, ingrediants that they would relate to being flirty without being crude or inappropriate:

• Mature beer 
• Passionfruit
• Exotic
• Chocolate
• Strawberry
• Chilli/Spice
• sex on the beach 
• Cocktail beer 
• Blueberry 
• Mint-For sensation
• vanila
• coconut

Slogans

• Chilli and spice and all things nice ( Could be exclusive) 
• Cheeky cherry 
• Passion 
• Lips
• Mouth watering 
• M&S 
• Lip wetting satisfying beer that will bring your taste buds to the climax
• Tingle
• Wet lip 
• Tung Tingling beer 
• Tung teaser
• Teasing tung tingler 
• tease your tastebuds 
• just a sip 
• Sassy 
• Don't make the beers to sexualised 
• red
• black 
• white 

From this primery research I found some interesting findings, however some thoughts from piers did reach over the limit due to being to sexual. From research I found that its important to be careful in this area as it could offend the audiance.  These are some ideas which I liked: 

• Chilli & spice and all things nice ( we often relate chilli to hottness and spice which can also mean sassy) 
• Passion & spice and all things nice ( Passionfruit  realting to the romance of passion and spice)  
• Vanila & spice and all things nice ( vanila is sexualised when it comes to taste such as cream, ice cream, its romantic topping and flavour often realted with chocolates) 

From this research I Found that It would work best if I designed and experimented with designs which linked together using the same theme this creates a constant flow inbetween each individual bottle design.

Experimenting

From this I then decide that it was time to start experimenting so i began to start to make notes in what to include in these designs and wrote little notes next to the design pad.

 

I then began to sketch out some ideas for unique bottle designs I began with the idea of the bottles having a cut out in the middle so that you could pick them up easier, i created the idea of crematic bottles which only used text to create a mature feel but found that these were to mature as designs. 

I then started to expeiment with a normal shape of a bottle which had a label on where you could scub and smell the flavour of the beer on the label to give custmers an insite into what they could be tasting. 

I wanted to expierment with the idea of colour but also wanted to keep in some of the colours they use such as yellow but just strip back the colour to make it more legiable as in reserach I discovered that images used limited colours which worked better. 

I then began to digitaly experiment with illustrative symbols as in my reasearch I found that the company seemed to be interested in illustration but yet again i wanted to strip these back to make them similar and legable.

Digital Experimentation

I then began to take these symbols into digital creation, I wanted to create something simple and that was clear to understand due to where the bottles would be placed, i created a chilli inllustration, passionfruit illustration, vanila ice cream illustrations, which each would match with the names of the drinks. I figured that I could influence the spice through the colour choice of the type decison and bottle colour.

Developments 

I then began to look at fonts and analyse which font would work best, from research of the company i noticed that they used a script font which I thought looked childish. However i then found in the relating research they used sans serif fonts which looked modern, which relates to my target audiance. It is for this reason i decided to choose serif fonts. 

Coolvetica

Bebas Neue

From this research I decided that bebas would best suit this design decison due to the modernistationan and bolldness of the type. This font was clear bold and I also liked how the font was in captials this makes it clearer to indetify there for identigy the profuct easier which is needed for this product. 


I then began to develop these ideas and put together the illustration which I created i combined this idea with the text and the colour red as red is seen as a flirty colour due to it being associated with romance and lust, this is a subttle way to introduce a flirty feel without being obvious as from research i found that bottle designs were sexist and need to be subtler and this carried that idea out.

I then began to add slogans in from the ideas which my piers gave which worked well, using the same font to keep a series which all connected in the same way.

I then began to put an advertising poster together which could be seen in town centers etc, to advertise a limited editon exotic brand idea, i again kept the same text ideas and changed the logo colour to red to keep the same similar theme throughtout.

Mockups/final rezalutions

From these developments I then began to create mockup designs to show how they would look in situation and reality.

Overal I'm pleased with my outcomes as they appeal to students 18+ and they are subtley flirty due to the influence of the colour choice and the choosen slogens and names help influence this also. The use of the bold font also helps communcate these outcomes as it stands out and is clear to see. The Illustrations also work well as they are simple but also connect to the fact that the company liked illistrative designs, however this has been created in a simpler format. 

If I were to carry out this assighment again I would most definately experiment a lot more with various ideas, and maybemake them more illusrative and colourful, I would also make more effort with mock up designs to make them look to a higher standard.