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.