Camden Town Brewery - Type Development

The colour palette for the design has changed to one I developed, it's more fresh looking due to the bright vibrant colours. Steering away from the red tones is more beneficial, don't want it to look to much like a make up swatch (this happens when using a singular colour palette).

The text should probably be within the same colour scheme as the print or in black and white, don't want it to contrast the imagery. Need them to complement each other. 

 

Thinking about using the same typeface as the Camden logo, trying to add some continuity with it.

Traced the typeface in felt tip, the chinagraph pencil was too childish. It complimented the design, but needing to test other ways that could work better. 

Took the letters and cut out of the collage Kat made:

Then I took these letters and began to animate them, thinking about how this would interact with the piece, and how to make this fit with the vibe.

- Wanted with this animation to have a similar jumpy aesthetic to the one Kumail made, thinking about how the text could work alongside the imagery within advertising, branding, etc. 

- There's something about it that doesn't match the aesthetic. It doesn't have as much motion within the letterforms, there needs to be more.

- How to take it further: thinking about deconstructing the letters, recreating the same shapes as Kat's illustrations, have more motion.

- Toke the shapes of the letterforms and developing them further.

- Thinking they could be animated into different layouts, representing different letterforms etc. 

- Again using the hand drawn type, in Gotham, to keep the overall aesthetic similar to the collage.

^Stills

 

^Final Animation
- This one works better than the previous one. You can see the correlation between the shapes within the characters and the type.
- The hand drawn text adds a much softer feel, more similar to the collage.
- The stills alone looks like they're Japanese characters.

What to do next:
- Need to redo with the animation with a higher quality scan of the image to make sure there's no pixelation.
- Experiment with placement on bottles/posters etc.
- Test using the shapes in new ways.
- Add over chinagraph outlines, see the impact.