Camden Town Brewery - Refinements, Event Poster, Can Labels, Beer Mats and Bar Pulls

Event Poster

• Wanting to spring board off of other designs already made, keeping things cohesive.
• Need it to link to the theme of fresh moves (achieved through the use of illustrations as well as the colour palette).

- Taking the visual elements of these and translating them into an events poster. 

- The visuals of the image on the left are more appealing, having things central works well with the information that need to be provided, however all the focus is on the text.
- The image on the left also doesn't communicate the movement of some of the illustrations whereas the one on the right does as it has the dancing figure included.

- Getting there, the layout still looks fairly out of balance, need to work on it more.

- The dancing person adds more colour to the overall image, without it it is very plain.

- Due to the large amounts of white space need to think about paper stock, or consider adding colour in the background etc. 

- On the right, final poster design for beer tasting event.

- Simple central layout, relates to the can labels, along with the focus being on the person and the text with the collage details. 

- Think it has room to be rearranged if there were to be more events without losing the aesthetic, especially with the collage becoming a universal tool for the branding. 

Need to print final in digi print on satin?

Cans

• Finalising the can layout, the idea of having 4 flavours each with a singular collage texture in the background.
• Need to see whether figure should be included or not.

^ Old label, needing to elaborate on this but include the characters, will link all the pieces together more.

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4

- Found that the outlines (4 and 2) didn't show up enough against the textures. Would need to be bolder but then the details would be lost.

- The negative (1) was really cool to look at, but didn't work with the rest of the text on the can, could invert everything but then would appear very dark not very fresh. 

- 3 was the best one, thinking about having a different character on each different textured can. TEST THIS!

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- Final designs, the characters work really well on the cans, they add personality that was missing without them.

- There were difficulties with the placement of 2, it isn't central like the others, but if it was the illustration would be significantly smaller, I think having it off centred works still.

- Altered it to be central, it fits with the rest of the labels better than having it off centre. 

Need to add bar code, print then assemble. 

Beer Mats and Bar Pulls

• Taking the imagery from previous elements and applying to beer mats.
• Wanting the tap pulls to relate more to the cans than the posters, and the beer mats link to the poster and prints. 
• Thinking the beer mats should encompass a social element, use the group illustration rather than the individual dancing characters?

- Initial developments, found that using the original biro sketch was too thin, couldn't see it (especially when being printed). Image traced the sketches so the weight could be altered letting people see the drawings better.

- Taking these illustrations from the cans and placing on beer mats:

- Look nice and simple, show enough of the textures in the typeface, but think they would be better for bar pulls than beer mats.

- The weight of the lines is good, thicker than the brio alone but not too heavy. 

- Test with the group of people, think beer mats will be in social places so having a more social beer mat would fit well. 

- Think this is best, it has the Camden logo on keeping up a promotional appearance.

- The characters are more social, they're interacting and drinking, having a good time like the vibe it gives off. 

- USE FOR BEER MATS (could also use dancers but in a series, promotional when you buy the pack of 4?).

- Thinking about bar pulls, changing the shape to suit the text arrangement.

- Wanting them to relate more to the different beer labels as they are different flavours, so having the tap pulls relate more to the individual cans with the textures.

- This was a good start but needs to be more direct (now the can design has been finalised).

- Final bar tap pull design, simply taken the labels and translated to this format.

- Experimented with having the text at the bottom but this only worked for specific arrangements and not others, wanting to have a sense of continuity within them so kept the design consistent across all flavours.