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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 is a quick prototype of the cider, apples & leaves in the antlers.
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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.
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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.
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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.
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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!
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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 |
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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.
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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.
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Assignment 1 - 1/3 Appropriation
Appropriation - the artistic practice of reworking images. Well known paintings, photographs in ones own work.
Album Cover Ideas:
I don't really know many album covers so this was a bit of a challenge for me. I started with albums I do know and what I could do with those, not much there. Lucky for me my partner has a vinyl collection of over 150 which was very helpful! After perusing this selection I found 3 that I enjoyed the most. The Doors - Waiting for the Sun, Fleetwood Mac - Dreams, Parquet Courts - American Specialties. Fleetwood Mac I assumed would be too mainstream and already done, Parquet Courts is too niche, so I settled on The Doors. They're played on the radio and should be fairly well known. See notes attached for this assignment--
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