CLICK HERE FOR ISSUU BOOKLET
After my critique yesterday I decided to continue in the direction I was going. I kept my 3 part coffee cup design and the coloured cups. After comments from the crit, I altered the coffee sleeve to a cardboard coloured sleeve with only the main logo on.
My process was slowed down after one of my illustrator files would not open. I did eventually recover most of my designs, however this set me back time wise. I decided it was best to display the designs I currently had. As a result of this, I did not have the time to include the milkshake cups - however this could be an element of the branding to be added in the future.
I decided to include 4 different styles of wrap, yellow, blue, filled and outlines. I feel that by having variation this is a nicer touch for the customer when buying a coffee and a cake. The cup and wrapping they get is a surprise each time. As I felt that the patterned paper bag was too complicated, I created a paper bag with just the main logo on. I used a white paper bag as I felt this made the logo stand out the best. Also, this is a large size so it is clear to potential customers in the street. If I had had more time I would have developed this design further, such as designing the other size or even the inside of the bag. I had to live trace a lot of the photos I was using due to issues with missing images with the broken file - I did not want the same to happen again. I was also careful to save all the files and photos within one folder incase I lost an image.
My final branded item was the logo. I had originally thought this was too simple, however my crit group felt the design was fine how it was. I did improve the banana stamp by live tracing a photograph. This achieved a much better shape than my sketches. I reduced the opacity of this as if it had really been stamped on to the card.
For my design board, I marked each section with a label so it is clear what each of my designs are.
I used a second board to display the collectable cup designs. I am pleased with how all the colours of the designs pop against the cups. This will therefore promote the sculptures and make them more appealing.
I did decide to develop a quick advert, or a board that would be presented in the cafe. Both crit groups had suggested the TATE cafe as my market. So I placed the TATE logo in the bottom corner for authenticity, as well as the Super Coffee logo on the alternative corner to represent the brand. I decided to use 3 cups to represent the 3 flavour ideas I had. To improve this, I would develop a more thorough and thought out menu. One problem I encountered was the overlapping of white backgrounds on the images I had used for the coffee cups. To resolve this, I live traced the images and deleted the white background. I do not like the simplicity of the cups, however this ties in with the arty feel of the Superlambananas. This then allowed me to overlap the 3 cups. I put these at angles to represent the movement and excitement of the brand. I selected the two favourite sculptures for the cups as well as a design that I felt would appeal to a wider audience.
I used the caption 'Why not try Super Coffee' to invite the customer in. I curved the text to resemble the curve of the banana and the quirkiness of the artwork. I felt it was appropriate to explain where the cups came from as the aim of my design is to promote the Superlambananas. I feel that the two hyphens centre the sentence and make the design appear neater.
I placed the 3 flavours by a cup each. However, I feel that this is misleading as the customer may assume that is the cup you receive with each flavour - I feel that I should have communicated that there are more designs to collect and that the cup you receive is random.
I placed a couple of final touches including the "collect us all" slogan which came directly off one of the cups. This achieves a consistency in the design. It also appears to round the design off in relation to the headings at the top of the poster. I placed a yellow filled in version of the logo on top of the word super coffee, this was to make the design feel less empty, the yellow contrasts further with the blue type. I felt that I needed to keep the balance between blue and yellow so that one colour did not overwhelm the poster. I selected Futura for the branding of my coffee as this had been voted as a favourite for my SLB theme for studio brief 03. I liked how the two projects link in to each other design wise. Futura is also a highly legible typeface, and since my aim was to inform as many people as possible about the SLBs it was very important that the type was quick and easy to read and the message could be understood.
To improve the advertisement overall I would have used a grid to organise the information in a more professional way.
I compiled all these designs on to an issuu document as I felt this would make the designs appear in a professional way. I plan to use this for my presentation. Below is what I plan to explain for each page.
Front cover- I had researched Superlambanana sculptures for my research brief. These are a series of sculpures scattered across Liverpool which are a cross between a lamb and a banana. The problem I encountered in my research was that not many people had heard of the SLBs outside of the Liverpool area. So, I came up with the idea to create a coffee branding to promote the sculptures. Millions of people drink coffee everyday so it seemed like the most appropriate format. I came up with the brand name Super Coffee, which brings Superlambananas into the coffee brand. This is the logo that I created for the design. To do this , I created an illustration of a SLB in a more square style which allowed the text to fit snugly within this. The brand is designed to be sold in art galleries and museums, where customers interested in sculpture are likely to be.
First spread- This is the full branding I created. I decided to stick to a 2 colour scheme. Yellow, to represent the original sculpture, and blue to represent the docks that Liverpool is known for. The coffee cups consist of 3 sections. One with the logo, one with information about Superlambananas and the final with an illustration of a superlamabanana with its individual name. The idea is that there is a different superlambanana on each cup, which the customer is encourage to collect. This should get customers excited about the sculptures and give them a desire to go and see them. Within the branding I also created a coffee sleeve which simply displays the logo. Engraved on the lid of the coffee cup is a warning for hot contents for legal reasons. I also created a series of wraps and a paper bag for cake takeaways. This promotes the brand further and adds a nice touch to make the customer feel special. Finally, I designed a simple loyalty card whereby the customer earns a 'banana' stamp for each beverage purchased. The bananas tie in with the design of the sculptures. The customer is rewarded with a free beverage after the purchase of 6.
Second Spread-Here are the collectable cup designs. As you can see there is a different sculpture design for each cup. Each tells you its name. On one of the cups I decided to give customers the opportunity to create their own Superlambanana. I feel that this interactive cup will make the customers interested and excited.
Advert- Finally, I created an advert that would be displayed either in the coffee shop itself or in public. The coffee is to be sold in museum and art gallery cafes such as the TATE cafe, which is why the logo is featured in the advert. The coffees are also available in 3 flavours that I feel represent the sculptures and Liverpool - Banana, banoffee and Salted Caramel. To expand the brand I would create a wider menu with a choice of hot chocolates and milkshakes.
EVALUATION - STUDIO BRIEF 04
I enjoyed this brief as it was one of the first opportunities we have had to create whatever we wanted. There were not many limitations for the brief so I enjoyed having free reign over my designs. I was however challenged with the fact that my product/packaging had to solve a problem with my research. Luckily, a strong idea came to me with good time. I was pleased with my creative thinking as I feel many of my previous projects have lacked originality and creativity.
I was pleased with my idea and enjoyed my first attempt at a branding brief. I have learnt a lot about what branding involves and how it is best to display a branding solution. I have enjoyed trying to make logos as this is something I haven't really attempted before. With each project, I am pleased with how my illustrator skills are developing. In fact my skills and understanding of the adobe software is improving with every project. I would like to learn how to professionally place branding on to products for the future. I am pleased with my planning skills for this project. I have been organised with my time, regularly created to do lists and kept to my own personal deadlines. This is a process I want to maintain throughout future projects.
However, there were many areas in which I could improve. Firstly, I could have carried out more primary research such as going into coffee shops themselves and experiencing their branding first hand. I am a regular coffee shop visitor so I have good knowledge about this already, however I could have documented a visit for my research. I would have also used grids in my designs and layouts for the branding. This is an area of professionalism that I really need to develop in.
I feel that I still have a weak understanding of grids and need to improve this further. If I had had the time I would have done some more design development. I feel that I only really had 3 finished logos to select, reject and develop. I could have experimented more with positioning, colour and design and asked for feedback on these. I could have also tried more traditional techniques, such as paint and ink rather than approaching it with sketches and through illustrator. I feel that I do not use these as often as I could due to lack of resources. I also feel that I could have documented my ideas and development more. There were a lot of notes and sketches that I failed to blog about because it is tedious getting these on to the computer.
The main problem I encountered during this project was the illustrator file which contained hours worth of work. To solve this problem I sought out the help of technicians and tutors. Thankfully most of my work was recovered. This set my work back but fortunately I was able to recover most of my designs. Now I am very cautious with my files, making backups, saving regularly and ensuring I follow the important rules of the software. There is a minor issue with the text 'Wrapping' on the Issuu version. I can't seem to work out where this is coming from. Had this been for a client, I would have spent time trying to resolve this but time meant it was not urgent enough.
If I had had more time I would have developed some more products as a part of my branding, such as a menu, a coffee cup holder, stickers and more. I feel that I could have also strengthened my brand identity to a more professional standard.This has been the brief I have enjoyed the most in terms of design. I want to improve my design in terms of professionalism and I also want to be more adventurous in the next brief.
No comments:
Post a Comment