Artisan Drinks - Refinement

To ensure consistency I developed 4 different adjectives all at the same typeface size and then placed the box around it evenly etc. This means that I have a guide to go by and can take each one when I need it and just scale it down to ensure consistency across all of the designs. 

I then took the largest phrases which would be the one with the word 'tempting' and placed it on the art-board using the video guides, taking the inner one and ensuring that the phrase fit within this. The size of this text will then be applied to each of the other words as I think it would be weird if the text varied in size too much. The empty space surrounding the words will look much better than having all of the type different sizes. 

Billboards of various sizes
Taking the campaign and using it as a portrait output took a bit more consideration as having it all on the same line in my opinion meant that it made it too small compared to spreading it over the two lines. 

Social media (Instagram)
GIFS
I started to develop a gif that could be used on social media, one for the main concept and then one also for the 'would you rather' beermats. The first video shows a first development which I learnt a lot from. The art board was saved with a clear background so the final part of the video where the background was meant to be white has come out with a black background. Upon reflection I have changed the end of the video because it does not consistently fit with the rest of the campaign. The 'lifting your spirits' sticker that is placed over the logo has not been placed on an angle on anything else within the campaign, so it doesn't make sense to have it do it now. 

The final gif plan ...  

Instagram feed

Having look at the Artisan Drinks Company's instagram I found that the format was that two rows were based around one colour and then the next two rows were based around another colour and so on. I needed to establish this with the content that I have created so that the campaign would actually work if used by the company. 

Stickers/tape
The sticker design started with a simple 'strip' with the phrase on it in the contrasting colour. This worked well, but upon reflection it did not visual capture the highlighted word in the same way that the printed campaign outcomes did. The images below show the development of the stickers:

To show the tape in context I found two images that show a selfie being taken in a mirror in public. It could be that the person personally placed the sticker there to take the photo or maybe they found it there. It is an example of how the campaign can be spread and more and more impact is achieved through this recognition that will be established the when more people see it. 

In order to achieve the look of tape and not just a graphic placed on the mirror, I took the texture from the 'tape' mockup and cropped, removed the shadows and resized it to fit the tape in this context. I left on the beginning/end of the next phrase because it is likely that this would be how it would rip off in real life, rather than perfectly as planned. 

A tape was then also developed as a more functional part of the campaign, allowing for a much easier distribution and interaction amongst the target audience. The tape can be at events and venues and by relying on the customers to want to interact with it - ripping the compliments off and sticking them on places such as mirrors to then take selfies in - ensures that the campaign can reach a large number of people in a way that isn't solely focused on the selling of the drinks. 

I started by taking one colour and placing the compliments on the tape based on a width that I had researched for an industrial tape. The development shows the experimenting with different spacing on the tape. It was important to leave room in between each compliment so that it could be teared off and not rip into any of the writing. 

I wanted to try and do a mockup which showed all of the colours of tape but finding a way to make it work was hard. Below are some of the stages that I went through to try and work out the best way to show all of the colours. The final mockup shows how I took the singular tape and multiplied it to make the four different variations, I removed some of the reflection so that a more accurate lighting was established. I then distorted each of the tapes individually so that they sat at the correct angle for how they were placed stacked behind each other. It was a bit of a trial and error process as it took time to place them so that the perspective looked accurate. I then took the texture of the tape and added it to each of them at the correct angles. 

Beer mats
Asides from the design of the beer mats, it was the content that needed to be refined and really considered. I originally started with the idea of having a question that would lead to a compliment, in-keeping with the billboard campaigns. Then to lead to deeper conversation starters that would allow for more of a two-sided conversation which essentially will lift someones spirits more than just talking about themselves or the other person. The idea then developed to 'would you rather' questions as this will start a conversation with more engagement than just a one person question. This fits the concept more, having identified that social interaction lifts someones spirits. 

The first development of the beer mats shows the most obvious outcome hen taking the design style and applying it to the beer mat. Visually I think this was a little too predictable and maybe didn't work so well on a beer mat in comparison to the printed outcomes such as the posters etc. I looked at having the question in white with only the word 'rather' in the same visual design style as the rest of the campaign. This worked well and to then further refine the design I took the phrase 'lifting your spirits' and placed it above and below the question in the yellow (or contrasting colour) that was on the front of the mat and in the surrounding box around the word.