Camden Town Brewery - Final Touch Ups

After mini crit with dom she mentioned how the text on the cans, beer mats and labels didn't have as much movement as the print, or in the animation. 

So made alterations to the type:

Found the shapes when alone with no outline were too difficult to read, the name needs to be legible on the cans so it can be recognisable, so decided to keep the outlines to make the tetx more legible.

The fill however, is more wonky, it bleeds outside the lines creating a more playful and dynamic typeface that matched the aesthetic better.

When the label would be placed onto items with a textured background it will have the shapes in white with the outline in black, this matches the illustrations on the beer labels.

When it is used on a plain background, the shapes will be the collage textures, this keeps the aesthetic consistent throughout the brand but without being repetitive. 

For the beer mats the positioning of the type needed to be altered also. 

Having the type on the bottom of the mats only worked for some of the figures not all. 

And again the type was changed on these to the new more dynamic typeface to continue the sense of movement. 

For the pub beer mat the social people remained on the mat, but the text was altered to the new type and it was taken away from the edges also. 

Needing to think about adding more colour to the beer mats, the grey plain colour doesn't have a warm feel, and presents a bright happy illustration in a dull manner.

Thinking about having the exclusive beer mats be the same colour as the can/bottle label, adding an element of consistency within the colour scheme. 

This creates a bright inviting and more fresh colour palette, need to talk to peers about for a brief crit. I like the idea, but I'm not sure it's well communicated. It may be better ot have one colour only across all 5 mats. 

The illustrations were changed slightly to again add more movement into them. 

The white background fill followed the black outline too closely, and now with the new typeface it looked out of balance. 

To combat this the fill was made more wonky, some bits went out of the lines, others too far in. This made the illustration have more character as well as connect better to the typeface.

Here are the alterations on the beer tap pulls.

And a potential application for these dancing characters could be for promotional merchandise for Camden, they have a distinctive appearance as well as being easy to translate from tote bags, to beer glasses, to tshirts etc.