3. Idea 1
• 50s style A4/A3 posters in the style of comic books/movie posters with
a genre and visual narrative suitable to each beverage. Using vintage
looking colours, styles and fonts I will attempt to make it seem like a
piece of artwork as such but I will also try to exaggerate the product by
including aspects of the flavour and form of each beverage in it’s
poster.
1. Lunatic – (Psychological Thriller) Asylum escapee with a knife cutting
citrus fruits, could also include a detective and possible victim? This
poster will have an overall trippy atmosphere on a city
landscape/industrial setting to compliment the genre and give the
beverage an atmosphere.
2. Mind Sweeper – (Sci-fi) Mind sweeper as an object/piece of machinery
headpiece, indicating a possible alien or robotic hostile takeover or
apocalypse the style includes labs or urban atmospheres to
compliment the genre.
3. Brass Monkey – (action/adventure) Brass monkey as an artefact in a
archaeological ‘Indiana Jones’ environment, bananas will be
incorporated to emphasis the flavour of the beer and locations such as
abandoned architecture/overgrown earth. Could also incorporate the
three wise monkey’s if possible
4. Evaluation of idea
• What do you like about the idea?
I like how it will give the products a narrative by using the tones and flavours of the product
and the name that Brass Castle had given them
• Does it match what the client wants?
The client was quite open with what they wanted, it does come under what the client
wants as it matches the brief but of course being a piece of artwork it will have my personal
style enveloped into the piece.
• Are you capable of delivering this?
Creatively I would consider myself capable, technically though I do have consider the fact
that I have not produce work of this style before because it isn’t just a poster for a product
when it has a visual narrative but I would like to say yes I do consider myself capable to
produce this work.
• Can you do this on time?
I have three posters to create with three weeks of production so hopefully yes I do have
enough time to complete them with a week for each piece.
• Do you have the resources available to do this?
I do have the resources to do this both at college and at home, these resources being
Photoshop, drawing equipment and possibly a graphics tablet.
5. Idea 2
• Set each beverage out as a main subject of the posters for horror
genre video games in a specifically minimalistic/niche style graphics.
The idea just like the prior highlights the visual narrative the name
and idea of each product provides. Admittedly it would prove more
difficult to compose in comparison to the previous idea but it
provides a different style and approach.
6. Evaluation of idea
• What do you like about the idea?
I like that it is genre specific so that the three posters will seem like series of
the same niche style
• Does it match what the client wants?
It does in a sense that the three posters are of a specific style but due to it
being video games it may be more highly related with a younger audience
which may not be considered good with alcohol distribution
• Are you capable of delivering this?
I consider myself capable to deliver these pieces to this design
• Can you do this on time?
I think if executed properly all three poster would be finished on time, yes
• Do you have the resources available to do this?
I do have all the resources I need to complete this idea
7. Idea Evaluation
Which of your ideas do you want to develop further? Explain why you think that is
the right idea to take forward.
I have decided to pursue idea number one as I feel that it has more depth and
personality to the design, also I feel that idea 1 would be better suited to the clients
needs/brief considering their target audience and preferences.
I am going to develop each idea individually to their specific genre so that the visual
narrative is best suited to the name and the product which I feel will be better fulfilled
via idea 1.
14. Assessment of final ideas
Suitable for audience?
The audience for Brass Castle being a brewery are 18+ (typically to 35) due to that being the legal drinking age in the UK,
which is a pretty broad audience.
Suitability for client?
The client has not been overly specific in the brief therefore I had a lot of freedom with the design whilst also covering all of
their requirements e.g. narrative to the name.
Appeal of the work:
I attempted to with my idea generation, keep the product intertwined with the narrative as well as appealing to a broad
demographic via comics and the style with it. This can be very appealing as it is quite a mainstream style but with my own
personal touch it would be exclusive to the Brass Castle brand.
Timescales for production:
I have a pretty clear idea about the timescale for my production that being three weeks (a week per poster) this comes
under Monday, Tuesday and Thursday. I could also possible involve other days throughout the week as I do have the
equipment for my work at home and therefore can keep this as a contingency if I require more time.
Costs:
There hopefully will be no costs from this production as I do not intend to visit the client as I don’t feel it’s necessary and all
of the equipment I will be using is already available or accessible.
Personnel:
I do not currently think I will require any personnel on this project as I believe I am capable to do it on my own but it would be helpful
to have feedback throughout the project from people I am acquainted with as this will help as they typically are Brass Castle’s
demographic.
15. Assessment of final ideas
Legal and ethical issues:
‘Alcohol ads are banned from appearing in and around programmes commissioned for
or principally targeted at audiences below the age of 18, as well as programmes likely to
appeal particularly to audiences below the age of 18’
My posters are not likely to be see by anyone under the legal drinking age (UK) as they
will probably be presented at bars, festivals or the brands social media itself to promote
the product to an audience that can actually legally purchase and consume it.
I will not make the product appear appealing to this audience or any younger as they
don’t belong in the demographic for the products marketing (18-35).
17. Competition/Market research:
Who is in competition with your client?
Bad Seed Brewery – based in Malton as well, local competition
Northern Monk brewery – based in Holbeck, have similar flavoured products and style/marketing
Beavertown brewery – based in London, according to the brief has a very particular style admired by the client.
What is their design/photography/marketing/promotional/advertising work like?
It is currently quite basic for companies such as Bad Seed brewery (who currently don’t have a operating website) have
a simple font and array of colours for their beers and their logo, the photography is slightly more professional.
Northern Monk brewery have a very specific design for their logos, products and merchandise. The photography,
marketing and promotional aspects of this company follow that particular style having the names and narrative
relevant as well.
Beavertown brewery have a very specific style that they keep continuous throughout their website, products and
merchandise. My client has referred to them in the brief for having a style that they like, though my ideas may have
similar vibes to them they will not be identical as my style is different as are the products and the narrative within
them.
What wider market is your client part of? Undertake research in to that market. This could be in the form of sales
figures, audience figures, turnover, job roles, customer base, market share, rules, regulations and codes of practice.
All of these breweries started out with the owner making the beer in their home and grew from there, they all have
this in common. Both Brass Castle and Bad Seed are located in Malton making Bad Seed local competition in the
market.
Brass Castle is part of the ‘Made in Malton’ brand which was launched by Tom Naylor-Leyland, director of Malton
Cookery School stating “The Made in Malton brand is a benchmark for locally-made, top quality products which have
been created in Malton”.
18. Audience/Customer research:
Who is the audience or customer that your client is trying to reach? Perhaps they have already told you. Perhaps you
should ask. You could also do further research in to the type of audience or customer you are hoping to appeal to.
The Audience for Brass Castle are people who drink alcoholic beverages so this targets the market at 18+ people who
drink alcohol. Also, as stated in their ‘About Us’ Brass Castle stated that their products are vegetarian and vegan
friendly which opens up the market for their products even more.
Brass Castle also state that they sell and distribute alcohol at beer festivals such as York CAMRA Beer Festival where
they appeared amongst other competition and breweries so anyone who is passionate about brewing beer or
appreciates local brewed beer will also fall into the clients demographic.
Brass Castle state that they also provide discounts to the British forces which is a good way for them as a brewery to
show their support, they are also part of SIBA local beer which is a ‘society of independent brewers’.
19. Northern Monk
Brass Castle
Beavertown brewery
Beavertown has a very bright and eye-catching pop art
style that in the brief, brass castle said that they liked.
Northern monk have a darker, grungier
look. This is a popular style but not one
that suits what my client claimed to like.
Brass castle have a few designs
different to their other bottles
‘Berserk IPA’ being one of them. This
is a good style to compare mine to
throughout.
Secondary research
22. Overview Demographic (Those interested in the product):
Age: 18-23 (original age range 18-35)
My art style of choice: All four of my responders had some degree of interest in my
chose art style
Incorporate elements of the products flavor/etc.: YES 4/4
Beaver town Art style: DIDN’T LIKE IT 3/4
23. Treatment
I am going to develop minimalistic 50s style, slightly neo traditional poster designs in a
comic book/movie poster format for the three drinks. Due to the idea of developing
them as a comic book and/or movie I gave each product name a genre based on the
narrative I had provided them with, the genres being sci-fi, psychological thriller and
action adventure with a visual suiting the genre, title and drink to give it a meaningful
narrative.
Each of the posters will have specific elements to it relating to it’s genre to give it the
correct yet appealing aesthetic for the narrative I had given it. This includes on each an
eye-catching, relating visual content and a colour palette that not only compliments the
narrative but the visuals as well.
Firstly, Lunatic for this I am going to have a psychological thriller genre with a crime
aspect. The lunatic being an asylum escapee or prisoner with a twisted, ‘crazy’
appearance who holds in one hand a knife and the other a cut citrus fruit (relating to
the flavor of the product) his eyes are large and deranged
25. Resource List
• Computer with Photoshop CS6
• (Home) Computer with Photoshop Elements
• Sketchbook and stationary
• Scanner
• Graphics tablet
26. WEEK
(3 weeks)
Monday
(Full day)
Tuesday
(3 lessons)
Thursday
(2 lessons)
Extra time
(Wednesday)
Week 1 Start the
Lunatic poster
Develop
Lunatic poster
Attempt to
finish Lunatic
poster
Additional time
Week 2 Start the Mind
Sweeper poster
Develop Mind
Sweeper poster
Attempt to
finish Mind
Sweeper poster
Additional time
Week 3 Contingency
(or start third)
Contingency
(or develop
third)
Contingency
(Finish third)
Additional time
My schedule originally was split so that I would be doing one poster for each week
of production, as there are three weeks of production and three posters in the brief.
Week one I will focus on the idea that I think is the strongest, this is because I have a
clear idea of how I want that piece to be giving me time to on the side develop my
others ideas to the same level also. Mind sweeper will hopefully go into production
on the second week and the third week I have deemed as time to improve/finish if
behind or possibly even produce the third if I have the time. I spaced out my
schedule like this so that I didn’t rush any of the work as that would show in the
quality of my work, I have also given a day of additional time each week on our day
off the ensure completion on the deadline.
