RESPONSIVE//HELLFIRE//LABEL DEVELOPMENT//OUGD503

LABEL DEVELOPMENT:
do it in quite an illustrative, lined drawing style as the beer is being sold at creative network events.  I also changed the colour to a deeper red as I think it looks better with the lined drawings.  I started looking into other options for the hellfire label and researched into Hellfire corner: 
'intersecting with the Menin Road it was an important route junction under constant observation and fire by Germans on the high ground.

Anything that moved across it was fired upon.  Consequently canvas screens were erected beside the road in an attempt to conceal movement, much of which took place under cover of darkness, when the junction thronged with activity.'

I did some visual research on Hellfire corner and decided the imagery could work well on a beer bottle label:

do it in quite an illustrative, lined drawing style as the beer is being sold at creative network events.  I also changed the colour to a deeper red as I think it looks better with the lined drawings.  I started looking into other options for the hellfire label and researched into Hellfire corner:   In terms of coming up with a slogan I thought about playing on 'the rush' to get Hellfire beer, and the rush to get past the targeted Hellfire corner.

'When your'e in a hurry for one hell of a pale ale!'

I then looked into potential label shapes that would best suit:

I looked at other ways that the label could be applied, using a cream background instead of having the overall label circular.

DESIGN FOR PRINT AND WEB//POSTER DEVELOPMENT//OUGD504

SIXTIES POSTER DEVELOPMENT:
I've started looking at ways in which I can explore the type within each song.  I've started looking at Harrison's 'Something' song first, which I want to display quite simply.

Deciding on a type face for the heading of the poster, using the album name Abbey Road as a heading, I think works quite well, the font on the left is called Abbey Road, I think both could work.  I think the first type face looks better.

I want the type to be quite simple throughout the poster and have certain words that stand out, such as 'moves' and 'woos'

I started looking at warping text and whether this would work for the poster, I quite like the effect but I don't think its right for the style of poster, I'm thinking of using this text warp effect for a Jimi Hendrix style poster

I like this font, Cochin, for the main text with small editions of certain words changed, for the word 'leave' I've faded the text by lowering the opacity.

I've researched the story and history behind each song.  I want to put a small paragraph of information about the song and the full song at the bottom of the poster along with the London Sixties week logo, that I could possibly redesign.

This is the general layout of the poster:

HELLFIRE//LABEL DEVELOPMENT//OUGD503

HELLFIRE BEER LABEL DEVELOPMENT:
I first looked into the type that I wanted for creating the label, I wanted something bold and the obvious, initial colour scheme that came to mind was reds and oranges.  I initially played around with the positioning of the E for a potential logo.  My initial thoughts before giving the label some context was to try and design a native style design, and make a connection with a 'camp fire.'

I created the campfire symbol and changed the logo to a red which is the most obvious connotation of fire.  I also thought that the small line underneath the E gave the brand a native style feel to support the campfire/native style I was going for.

After playing around with the native american/campfire symbolism I decided to do some research into subjects that could give the beer more context.  I started looking at the American Hellfire missile to see whether I could draw any imagery from that.  I thought this could work as visually it could look quite interesting and could appeal to the target audience, with beer appealing to a mostly male audience.  I wanted to do it in quite an illustrative, lined drawing style as the beer is being sold at creative network events.  I also changed the colour to a deeper red as I think it looks better with the lined drawings.

I thought it looked too plain to be a beer label so tried applying a cream stock background to fill the white space.

After getting some feedback I was told it wasn't completely obvious that the drawings looked like missiles so I chose a more detailed image of the missile to see if it would be instantly recognisable.  I do feel like this image is clearer and detailed in design and looks more like a missile from first glance.

developing label:

 Another thing to consider when designing was label shape, I think a wrap around rectangular label probably works better for this design than a circular one:

RESPONSIVE//FEEL GOOD DRINKS//SUBMISSION FORM//OUGD503

EMAIL SUBMISSION CONFORMATION:

RESPONSIVE//HELL FIRE//THE BRIEF//OUGD503

This is the brief for creating a label design for the Hellfire beer, I have picked out certain parts of the brief that I think our important when considering design decisions:
HELL FIRE BRIEF:

Background

Leeds College of Art runs an event programme – Creative Networks (CN) for those working in the arts, cultural and creative fields, and of course you, our students. We are the biggest  network of this type in the region. In the past the events have featured a wide range of artists, 

academics and designers including designer Jimmy Choo, artist David Shrigley,  Patrick  Burgoyne – Editor of Creative Review, street artist James Jessop, photographer Kevin Cummins and academic Kate Oakley. 

Although the event itself is based in the lecture theatre at the college there is also an emphasis on the cafe area for all guests. Alongside the proposed stalls, exhibitions we are hoping to create a unique and innovative environment for the evening and as part of this we would like to have our own branded beer for the bar.

Brief

To design a CN beer label to appear on the Leeds Brewery supplied beer for our upcoming 2013 events. Leeds Brewery has agreed to print front beer labels for our events.  The branding and appearance of these labels will complement the CN events.

Purpose

The beer will be available to all the guests at the events in 2013. 

Concept/Proposition

Innovative – different to other beer labels

Eye-catching – if it was on a shelf it should stand out and have a presence

Memorable – people remember the brand so next time they come to the event they recall the label and branding

Contemporary – modern, up-to-date, it should reflect the nature of the events

For those wishing to develop concepts we would also be interested in more unconventional, experimental and radical ideas.

Please consider and reflect these words in your concepts and ideas.

Target Audience

The target audience will include:

Industry – a range of people from the creative industries from design and advertising agencies, community arts groups to individual artists, etc.

Alumni – ex students from Leeds College of Art

Academic Staff – your programme leaders, tutors, senior management team etc

Students – your good selves

Objective

To design the front label for “Hellfire” beer.

Copy

Current product descriptors: Hellfire, 5.2% a fiery pale ABV bitter, premium malt, fruity, choicest hops, lasting bitterness, full well balanced.  We would recommend that some of the product descriptions remains, such as’ Pale Bitter’.  We are open to suggestions but the delegate will need to know what they are drinking.

Colours

It is important to consider colours that complement current Creative Networks logo, signage 

and web-based material. 

See  HYPERLINK “http://www.facebook.com/creativenetworks?ref=hl” http://www.facebook.com/creativenetworks?ref=hl & 

@CreativeNetwrks (twitter) & Eventbrite.

Typeface

There is no set typeface to be used as long as it works with the CN logo.

Style

It should be innovative, professional and considered whilst portraying the College as a leader in art, design, media and communications education.

Mandatory Inclusions

The design must have the Creative Networks branding included (either logo or typeface).

We recommend that the black and white logo be used on the label or possibly as sticker on the top. The extracted text logo is a fixed piece of artwork and should not be recreated, distorted or altered in any way. It is important to provide an area of clear space around the logo so that it always appears clearly and is never obstructed. When reduced to a small size the logo should always remain legible and prominent. If placed on a dark background, where the black is not visible, the white version should be used. The logo works well when centre aligned and we encourage you to use it this way.

Please contact marketing for further details on brand guidelines and how to use logo on promotional materials.

Format and print requirements

Label Size 86 x 57 mm (allow 1.5mm Bleed)

Digital Artwork required in CMYK. 

The label will be printed on self adhesive MC Primecoat.

Quantity 500 labels

Delivery to Leeds College of Art

Print Process

We would like the successful student to liaise with the printer and coordinate the print and delivery in conjunction with the PPE team. 

Portfolio Opportunity

We will provide a number of the finished products for the successful student to photograph for their portfolio.  

Timescales

Brief  12/12/2012

Mid Point Review TBC

Final designs Submitted 11/01/2013

Winner Announced 16/01/2013

Artwork sent to printer 18/01/2013

Proofs 19/01/2013

Printing on press TBC

Labels Printed 30/01/2013

Labels Applied Prior to specific event

Approval Process

PPE team and Amber Smith.

Design must be completed and submitted by the 11th January 2013. 

RESPONSIVE//HELLFIRE//DESIGN SHEETS//OUGD503

HELLFIRE DESIGN SHEETS:
I came up with a few initial design ideas for the Hellfire logo, I wanted to give the design some context so came up with three initial ideas.  The first one linking to hellfire corner, the second linking to the hellfire missile and the third linking to an explosion.  I wanted the design to work visually, but thought it was important to give it some context.  I explored these ideas further.

 With the Hellfire logo I wanted to make it bold and quite eye catching, a big bold typeface would work best with the title of the beer.  My initial ideas for the logos colour are either dark reds or oranges.  I wanted to add something interesting within the logo and thought about putting dashes under the E's to give it an individual aspect.

 In terms of symbolism I have considered a campfire which could be placed on bottle tops or on the neck labels.  If I decide to to go with the explosion idea I'm thinking of getting a black and white photograph of an old wartime explosion and having that as the main section of the label with the logo layered above it.

The idea I like most at the moment is Hellfire corner, I like the imagery used for the photos of Hellfire corner, I think it could give the overall logo a nice aesthetic.  Possible slogan for Hellfire corner: 'When youre in a hurry for one hell of a pale ale.

Another idea was to have it linked to the Hellfire American missile.  This would be a repeated pattern on a cream label of a detailed illustration of a missile, a fine line drawing.

DESIGN FOR PRINT AND WEB//DESIGN DEVELOPMENT POSTERS//OUGD504

DESIGN DEVELOPMENT FOR LYRICAL POSTERS:

My idea for this brief was to create a set of four posters for independent merchandise for LONDON SIXTIES WEEK.  I wanted to create a set of four Beatles posters, each one having a silhouette of their iconic faces made out of four different album art covers of theirs.  Each song on each poster will of either been written or sung by the individual on the poster.  I started cutting out the heads on photoshop of the album artwork which I think would work best:

This is Johns head from the Magical Mystery Tour album, the song I'm going to choose for Lennon is 'Across the Universe'

This is Paul's head, from SGT. PEPPERS, I think this works better than Johns head because of the album art work for SGT. PEPPERS, designed and created by Peter Blake.  I've also given it a grainy effect on photoshop as I think this is fitting with the design.  The song I'm choosing for McCartney is 'A Day in The Life.'

 This is George's head cut from the album cover Abbey Road, I think this one works the best, because of the artwork and Harrison's features.  The song I've chosen to do for George is 'Something' my idea for displaying lyrics for this would be something simplistic as the song is quite low key and and mysterious.

I couldn't decide which head for Ringo would be best, I cut both out to see which one looked visually more appealing.  In the end I couldn't find a song from either of the albums that worked well enough that Ringo had sung.

In the end I decided to go with Revolver, the song Ringo sung off that album was a popular, well known one, Yellow Submarine.  At first I was apprehensive about using the Revolver album because of the design against white stock, however I'm happy with the way its turned out:

RESPONSIVE//FEEL GOOD DRINKS//FINAL BOARDS//OUGD503

FEEL GOOD FINAL BOARDS:
These are the final boards for YCN submission for Feel Good.

DESIGN FOR PRINT AND WEB//INITIAL IDEAS/DESIGN SHEETS//OUGD504

DESIGN SHEETS
These are the design sheets for my posters that I want to create for my independent merchandise for London Sixties Week:

RESPONSIVE//FEEL GOOD//FINAL LABELS//OUGD503

FINAL LABEL DESIGNS:
These are the final label designs for the flavours, including some from the sparkling and still range, I think they look consistent as a range and communicate the healthiness and natural feel of the drink.

RESPONSIVE//FEEL GOOD//DEVELOPMENT//OUGD503

LABEL DEVELOPMENT:
When trying to put the labels together I didn't think they would work with just a white background, thats rare in packaging unless its of good quality stock, or alternatively at the lower end of design, for example Tesco 'savers' packaging is on plain white stock.  My first attempt was to use the colour of the fruit as the background colour with the opacity lowered:

I felt this looked too simple and when on a bottle probably too plain.

I enlarged the fruit vector at the back of the label to work as a background, which I think works better as it seems more eye catching.  However I don't think the shape of the label works well with the design, especially when putting it on the sparkling range bottles as they are larger bottles.

I looked at the current label shape for the Feel Good range which I thought would work better with my designs, I think it looks more realistic as a design.

BACK LABEL:

RESPONSIVE//FEEL GOOD//DEVELOPMENT//OUGD503

DESIGN DEVELOPMENT//PACKAGE DESIGN:
I tried arranging the fruit vectors in different ways to see what would work best.  I think for a label the second one works best as its more obvious with the flavour and eye catching, with the layout being more consistent.

I tried to incorporate the 'sparkling' element into the label with subtle circles representing bubbles, however I don't think it fit in smoothly with the overall designs, it looked a different style of vector imagery.  I think the word 'sparkling' works better just displayed through type rather than trying to visualise it.

Incorporating colour into 'sparkling' designs:

LAYOUT OF FRUIT:

I tried different layouts for the apple and blueberry label, I think the first one works the best and also consistent with the cloudy lemon label.  I think having the green leaf in the blueberry works better as opposed to the forth design as the more colour incorporated the better, especially as the brief requires it to appeal to an 'up-beat, look-on-the-brightside, sociable bunch, who like to work hard but always find time for some feel good fun and games,' having vibrant colours can effectively display this in a subtle way.

Sparkling cranberry and lime, tried arranging different layouts, at first I wanted to stick with the same consistent order of the fruit throughout, however, I think because all the fruits look like a set anyway it doesn't matter as much.  I don't think it works as well when the text is layered over the image, this way does't seem as legible.

My preference for this flavour is the third one, I think the fruits fit well around the text, more so than the forth one.

Orange and mango:   I think the first label works best for this flavour, the third one could also work but because I chose a different order for the cranberry and lime I felt like the orange and mango could also use this order.