Camden Town Brewery - Beer Label Initial Ideas

• Looking at the map of Camden town and identifying the shape. Thinking this could be used in someway within the design. 
• There was the overall shape as well as the individual shapes made by the roads. 
• I isolated these road shapes can cut them out of the collages made by Kat, then arranged them to potentially be used as a label for the beer. 

• The Effect was too young. It looks like something for children because of the immature shapes. 
• Thinking about taking the shape of Camden town as a whole, it could be cut out of the textures and places around the whole label so if you were to unwrap it it would show the map of Camden town. 

• This wasn't very successful, it looked like a large blob on the label and didn't really hold any significance.
• Thinking about keeping the shapes more abstract and having the textures do the talking, they communicate this sense of fresh so maybe the shapes themselves don't need to have too much of a significance. 

• Here the text is the same as what has been used in previous designs only altered slightly (white text) to suit the full colour background. 
• The text layout isn't very strong, need to have a rethink and develop this further. 
• The background looks good, the bright colours present this idea of fresh very well. Maybe the shapes do need a little more consideration though. 

• Shrinking the text to keep things focused on the design. 
• The full colour background contrasts the beer mat, print and bar tap pull designs as it doesn't have any white space. Tried with this design to incorporate more white space as well as use long structures to link back to the shapes of the legs in the illustrations. 
• It doesn't communicate much at all. Need a rethink.

• This is getting better, but looks more like the back of the beer rather than the front.
• Still need to figure out the shapes within the background. 

• Tried with earlier tests of the typeface, thinking more about the existing Camden town beer can labels and layout. 
• Something isn't right with it though. Something doesn't work as it should. 
• Need too think about how I'm going to solve these issues. 

• The full wrap in collage works well, the shapes are good but could do with being made out of real paper cut as to have the same appearance as the illustrations. 
• Maybe there are too many and there could be a series of colours? Each can is a different texture, if they were a range potentially.

What to do next:
Take it to the physical. Draw the typeface, draw the logo, scan in and place over the top.
Also cut and scan in the shapes to have a more 3D effect on the collages to match the illustrations.
Do more type experimentation - what about it isn't working?