BRUT - Initial design ideas

Design Idea 1

Design Idea 2

To begin our initial design ideas, we decided to create the typography by hand. This goes with the concept previously discussed, giving a sense of familiar visual identity to the audience themselves, in keeping with the idea that the audience has just jotted down their progress with their partner. To be able to give this a fresh and unique look, rather than using a typeface which had already been produced, we used a newly written element for each statement. This was repeated multiple times in order to be image traced/vectorised and dropped into the development of the design itself in order to get the design which has the best consistency throughout. Even though each of the type elements varies in their style, through sizing and positioning on the page itself we will be able to create a sense of consistency throughout the campaign. In order to be able to reaffirm this visually, we decided to use Hannah’s handwriting for this experiment, therefore keeping the same visual characteristics of the glyphs throughout, as can be seen in figure 1.

Figure 1

In order to offer multiple styles, we also decided to experiment with the typeface that can be found on the bottle itself. This is a design element that we experimented with on the other optional initial design idea. This was a feature that both the   group and the creative advertising student both appreciated, because of the way that it carried the visual brand identity across the visuals of the campaign.

In order to highlight this, we decided to move the strap-line to the top of the page, this brings to the forefront of the piece the fact that the typographic style is consistent with the branding of the product itself. Once again due to the face that the brand is something that is new to the audience which it is being presented to means that the brand is being entirely pushed by the visual identity of the existing brand. The use of the new language is a push towards the audience already, by removing the type it may push it too far away from the original core values of the brand itself.

Figure 2

Chosen Typeface: Presicav 

The typeface was selecting through taking a screen grab of the type which can be found on the bottle itself and uploading it into Typekit. this gives results of the nearest typeface, the closest to the original we felt was Presicav, as 'Brut' do not publish their brand guidelines we could not access the name of the exact type used.

Presicav Type Family