jayden-artdesign

[jayden-artdesign]

Assignment 3 - Closing Thoughts

This was a bit more of a challenge than originally anticipated. Coming up with a complete idea and transforming it into a brand guide that could actually be something real was a super cool experience. From name to typeface and overall vibe each part of this assignment had to be well thought out and organized. I thought it was a great way to apply all of the aspects of design I've learned thus far and even a good deal of how to properly brand something and ensure consistency. I think what was most difficult is that I tend to spend a lot of time on paper considering my ideas & by the time I get to digital I am on a time crunch. I think it would be cool to actually make this speakeasy, however, that is a far-fetched dream. But it was still super cool to make it!

[jayden-artdesign]

Assignment 3 - Brand Guide

I wanted the brand guide to be sleek and well put together. It outlines who Roaring 75 is, brands goals (mission and vision), values, target market, logos, additional logos, colour palate and typefaces as well as the logo in action in a mock up neon sign. I tried to get an actual neon sign however that would cost and arm and a leg and I've only a fingers worth of a budget, haha. So I opted for a mockup. I've included the brands values below which showcases the vibe that the speakeasy exudes. I thought that including a branded engraved fork and knife would have been cool but I ran out of time & by the time I thought of that idea it was a weekend and Zenith engraving closes on the weekends -> we presented the next monday. Which is really too bad.

I had trouble figuring out how a brand guide should look and what it would include so I did quite a bit of research figuring out what would be most needed and appropriate. My brand guide is recommended to be viewed on a screen as opposed to printed, the black would not print as dark as I'd want it to and the white text may get lost. Roaring 75 is all about bold and sleek colours, neon accents.

[jayden-artdesign]

Assignment 3 - Menu

For the menu I came up with drinks that I have loved from the many restaurants I've been to. I have inspiration from B&G, Hometown, Barbarella and much more. For food I curated a menu that is appropriate to Roaring 75's vibe with a little something for everyone. Vegans, GF, DF and vegetarian. All menu items picked are something that either myself or my partner would like to eat, with a bit of variety & fanciness.

For consistency, I used my typefaces & colours for the menu and kept the type large so all could read it. The menu is 8.5 x 11 and would be printed on a wipeable waterproof paper. The highlighted items are all those that are most important and recommended by Roaring 75. The Roaring 75 cocktail, gin & whiskey as they were most popular during Prohibition times, and the focaccia loaf because it is a staple dish for Roaring 75.

[jayden-artdesign]

Assignment 3 - Logo

I wanted to stick with an art deco-esque typeface for my letterface logo. I copied down some names of different typefaces I liked from adobe fonts and drew a rough draft of that they looked like.

From this page of letters I chose Sisters 4 for the numbers - I think they stand out on their own and could be used as a secondary logo. I love the weights for the lettering and think they work really well on large scale. This was the first typeface I chose and from here I found different fonts that could work for 'Roaring'. I chose Disalina it is dramatic and eye-catching, an works together extremely well together.

After I figured out my final typefaces I began to mockup the letter face logo.

[jayden-artdesign]

Assignment 3 - Name Ideas

Now to figure the name. For this I wrote down all the words associated with library, art deco, and 1920's. This was a great starting point I think, dumping all the words I could think of out on to paper. When I wrote down 1920's a work I wrote down was Gatsby -- from there I wrote down all the words associated with the book The Great Gatsby as it is a BOOK and from the 1920s -- two things I am working with for the name. By combining these words I was able to come up with a few good names. I thought green Light Lounge would be a good tie in with the book theme as that is a thing from the book. I asked a few people and they got the connection of green lantern -- & this is not a super hero lounge. So I went with Roaring 75. There is a prohibition style drink called the French 75 consisting of gin, lemon, sugar and champagne. This is a good connection to both the 1920's and the cocktail part of the lounge.

[jayden-artdesign]

Assignment 3 - Brand Identity

I AM NOT GOING TO DO A BREWERY. That is too cliche of me to do and I should expand my horizons. To start this I began by writing down all the things I could think about myself -- from my age to my passions -- things I like -- jobs... I landed on my job which is that I have worked in hospitality for the last 10 years. Mostly in restaurants, which I thought would be a great thing to brand. I love going to restaurants, I love the experience & the vibes that come with dining out. One could say I am a restaurant enthusiast? Snob? It's hard to say haha.

I chose to write down all the different types of restaurants I could think of. I considered an Irish pub, a fine dining experience, incorporating pizza in some way. (One of my favourite foods ever, however I am strictly a cheese pizza kind of lass) The last restaurant I wrote down was a speakeasy. BAM that was the one, what a cool concept and a great opportunity to brand.

I wanted this to be hidden in a library and when you pull the proper book that has the name of the speakeasy it opens to the bar. I want the vibe to be very prohibition themed, art deco, wooden bar, a true transport back in time.

I thought a great tagline such as "Where every visit feels like a secret worth sharing."

[jayden-artdesign]

Assignment 2 - Setbacks and outcomes

-> Yeah this was a bad idea... The sticker paper bled and smudged the design so when I presented I couldn't even show the group the actual cans because anyone who would have touched them could've smudged them.

Overall I am not disappointed in how the design of the labels look, but more so in the execution. I was so excited when these printed! They looked just as I wished for them to but the paper had other plans for me. I should have got them done earlier so I could have had the labels printed by a professional, they said they needed about 4 days to get them done. I wish I would've spent more time on the design rather than the whole backstory as to why I chose the beer I did and the names for them. Attached is before and after photos of how badly they smudged from taking them from school and back home again. The final designs I think are really great! I am very proud to see my ideas come to fruition in such a way before the smudging.

I'll have to talk to Boylans to see if they will print just 4 labels, one of each.

[jayden-artdesign]

Assignment 2 - Outcomes

Took myself out to get some beers to complete my idea. Went to Trackside liquor in Medicine Hat as they have a huge selection of craft brew single cans. I needed a cider, cream ale, blueberry sour, and an ipa. Couldn't find a blueberry sour but instead found a blueberry, raspberry pomegranate sour! I figured if I had the actual beers in the can it would make my idea better, more cohesive.

I was gifted some sticker paper by a classmate which was an awesome idea for my labels! I can use my home printer and put my labels on the cans, Boylans says they need about 4 days and I won't have time to get them printed. :( Design wise I started with the Atlantic Haze to get my final concept done then moved on to the annapolis mist, bluenose II then the Smooth sailing. Finding the final label look before moving on to other brews helped. I worked on all the stag heads at different times, using the inspiration I did via watercolour on paper. I made sure to incorperate the staghead, established date (1820), alcohol %, 473 ml, 'The pride of Nova Scotia' slogan, 'Those who like it, like it a lot' slogan and both the french and english version of beer as well as Keiths signature and barcode.

[jayden-artdesign]

Assignment 2 - Rethink

→ Copy out ideas from analog as illustrator designs. The analog does not work with the digital in the way I had hoped. Found out how to replicate watercolour on illustrator which was super cool!

Tried a few ways to design up the label as none of the solid backgrounds were working for me. Thought maybe I could do some triangles for the background but figured it would be too distracting and take away from the main element of the stag head.

Attached is the analong/digital conversion as well as a few of my ideas for how the final label could look.

[jayden-artdesign]

Assignment 2 - Labels

LABELS

Watercolour done by hand and scanned onto a 5”x8” canvas in illustrator. Typography and additions added in illustrator then sent off to boylans hopefully for sticker printing. Need to find similar brews for the beers. Take off labels and apply mine that way they are actually similar and not cans filled with water or something.

Chose watercolour for the water connection, hand created feeling. Below are the variations

[jayden-artdesign]

Assignment 2 - What Brews?

Finding which brews would make the most sense is just as important as the label honestly. Finding brews that make sense and show the Nova Scotia spirit and heritage of Keiths was a tough choice. This part was all about marketing. If the brew doesn't make sense with the brand then why bother? There are so many different brew styles out there all with their own variations. I chose to pick 4 brews that will be marketed as 4 packs in 473 ml cans. Here is what I came up with:

Blueberry Sour 

Unique & flavourful drinking experience. Wild blueberries are grown on low bushes all throughout Nova Scotia as they thrive in acidic soil conditions. Incorporating blueberries into a sour beer not only showcases regional ingredients but also appeals to consumers interested in local flavours of Nova Scotia. Sours are becoming increasingly more popular, especially those that are fruit flavoured. Based off their flavour profile they are an interesting introductory beer to those unsure of craft beer, being so fruit flavoured and sour.

Cream Ale

Light & approachable, slightly creamy mouthfeel & mild sweetness. Made with lactose malt. There is a demand for lighter, more approachable brews which Keith's already does. Given the Scottish heritage and focus on classic brews, this would be a great addition to their lineup. Highlighting and celebrating craftsmanship, blending traditional brewing techniques with modern tastes. 

Cider

A gluten free option for those that don't yet support Keiths but soon could. Expanding to this style is a great way to gain access to an entirely new audience, not only those that are gluten free but also the younger generation who may not be yet interested in beer. The flavour profile is crisp and light as ciders are made from fermented apples. This is a great way to connect to the land of Nova Scotia like the Annapolis Valley, a rich agricultural area full of growing apples and other fruits. 

East Coast IPA (NEIPA)

Also known as a new england india pale ale this style comes from the east and produces a juicy, hazy and low ibu brew, a very popular style currently. This style works well being that it has east coast ties. Producing an east coast ipa resonated with locals and others who are interested in a reflection of this region and brewing style. 

[jayden-artdesign]

Assignment 2 - Ideas

A love letter to your company - Find your niche

Molson Coors - Production Designer, Universal Studios/20th century fox - Art Director.

Went with Molson BUT that is an insanely huge company. I love Nova Scotia and I love beer so I thought Alexander Keiths Brewery would be the perfect combination for me. I've been on the brewery tour of Keiths twice now and found it to be super interesting. Incorporating the traditional Scottish roots with their signature brew - the IPA.

I thought, what if I made them a few new brews and designed the labels? And that was what I chose to do...

Objective: Develop new beer/labels that honours the traditions of Alexander Keiths while introducing a new modern twist to expand the customer base for the newest generation of craft beer drinkers. Visually striking label that displays the brand’s deeply rooted Nova Scotia heritage that is also differentiating.

[jayden-artdesign]

Assignment 1 - 3/3 Vernacular Design

Vernacular Design- design which uses locally available resources.

So I thought of vernacular design as finding things that could be reused for not its intended purpose. It was a little difficult to find vernacular design between being at work or school so much. Luckily I was able to find some on my daily walks, at work, and hanging out with some pals!

I've attached a few of my favourite ones that I found. The first is a art easel used as a mannequin wig head. Second is a keg reused as a sink. Third is in my back alley, it is a table being used as a sign.

[jayden-artdesign]

Assignment 1 - 2/3 Metaphor

We decided to do these two digitally & use mockups. We all each did one item and mocked them up. I did the spoon and the eyedropper. Seeing how the three of us have different styles I think they go together very cohesively. Good stuff!

[jayden-artdesign]

Assignment 1 - 2/3 Metaphor

Metaphor - A figure of speech that implicitly compares 2 unrelated things, typically by stating that one thing is another. -- Adds creativity & depth.

Create a male, female, and inclusive washroom signs in groups of 3. Working with Stormy and Eric.

The three of us decided to approach this by coming up with ideas for each of the categories listed and figuring out which would work the best. Twas a lot of fun actually, I was not too keen on working in groups but I was super happy with the people I was grouped with. We picked our top 3 and then narrowed it down to 2.

Cafeteria - spoon-female | fork-male | Spork - neutral |

Science - beakers - female | eyedropper - male | DNA - neutral |

[jayden-artdesign]

Assignment 1 - 1/3 Appropriation

Here is the final outcome for this first part of the project. Overall I am up in the air on how the shadow characters turned out, I think it could have been communicated better. If this album were to be really printed i'd love for it to be printed with the letters having a shiny plastic look to them so in light you can see the title and songs better. For the middle of the vinyl I chose a photo of the sun, kind of a funny. Contradictory.

[jayden-artdesign]

Assignment 1 - 1/3 Appropriation

The Process:

I went with The Doors - Waiting for the Sun album. I feel that the doors are fairly known so it should work just fine. The OG album has the band on the front cover and the songs with shadow figures on the back. I want to keep the logo and typeface the same as the OG but have the background be just black, as if the lights were turned off while keeping the text in dark grey.

The text for this album was a hand drawn typeface but has an attempt to be recreated - Victor Moscoso. It works well! Not as thick but gets the job done just dandy. I outlined 'The Doors' logo with the pen tool.

For the back of the album I wanted to spoof the names of the songs with a theme relating to darkness, not being able to see, and night time. Here are a few of the names I came up with:

Hello I love you - hello are you there?

Summers almost gone - Days almost here

Yes, the River Knows - Yes, The Blind Know

Five to One - Six(pm) to Seven(am)

I had a hard time outlining the shadow figures walking in the dark, it was supposed to look like their hands are out in front of them or to their sides. This didn't communicate as well as I would have wanted it to.