Week 6 -

exploring process

3 hour session: Lino Explorations

Lino Carving step by step.

transfer your designs to your lino piece using some tracing paper, charcoal and pencil. (This will ensure your designs are fliped the right way).

Carve your designs out, considering the negative (no ink) and positive (ink) space.

Experiment with different textures, patterns and strokes while carving. Take your time :)

Print a series of patterns on large butcher paper/ A3 paper.

Scan these into the computer and extract design elements.

Document your process on your LJ and reflect on the process.

What have you learnt in this process?
Are there any elements of lino cutting that has inspired you?
Have you developed any assets you could impliment into your craft beer design?

Friday 6 hour session with edwin

Week 7 milestones:

Students must have the following by Friday week 7 class, ready to present to 'the client'.

x1 key reference image capturing their intended style/aesthetic.
a final sketch of the can design layout, as detailed as they can produce - consideration of typography and layout.
A plan on how to make it.

Find a real can!

Take a trip to your local bottle shop, or Coles/Woolies, and buy a can with inspiring designs. It doesn't have to be alcoholic, it could be an energy drink or soft drink, but should align with your can size, or your intended target audience. Refer to this can to analyse the size of font, layout, typography, tone of voice etc.

Surf culture, WA

The Wheat Belt, WA

Outdoor festival goers, WA

Today's agenda:

Before you start designing, you need to figure out
your brand's personaility.

First, you need to know what you’re selling. Is it an ale or lager? Is it alcoholic, or non-alcoholic? What part of WA is the brewery based? Why should people choose your beer over others? These are all crucial for developing the personality of your brand and will dictate what specifically you need to communicate through your beer label.

To simplify things, ask yourself these 3 key questions:

What is your product?
Who is your customer?
How are they buying it?

ACTIVITY: DESIGNING YOUR BEER LABEL

A product's packaging may be the first time a customer interacts with what your business is selling. In a crowded market place, how do you catch a potential customer's eye, and convey the quality and craftsmanship of what's inside?

Watch the 'Building A Brand' video above.
Now let's look at colours, typography, style and imagery.

Start building a moodboard and include the following:

Examples of label shapes and sizes
Typography styles of interest
Overall style, imagery and tone
Wording - source relevant wording
Convey your ideas clearly with a Canva mood board.
Discover stunning mood board templates at Adobe Express.
Beer can dimensions (see below, set up in Illustrator or Indesign):
330ml cans Full Wrap (205 x 90 mm)
440ml cans Full Wrap (205 x 120 mm)

Top: Colour sparks a unique emotional connotation, communicating brand complexities with just a momentary glance.

Below centre: A moodboard helps define the brand visually to make sure the design you will be creating aligns with the brand’s personality, values and goals.

Bottom: The the fonts you choose communicate a lot about your brand personality

Activity 2 - Gallery Walk: Review of the students results.

By using the method's in Activity 1 is the brand's voice still represented?
Has the exploration added any insights into your concept and how to represent it?
Could you use this approach?
How abstract can we be when representing a craft beer? Can abstraction help make the label more engaging, as the audience has to make their own evaluations and interpretations? Are colours, type and images enough?

End of class - Reflect On THIS WEEK ON YOUR JOURNAL

Week 7 Before class activity:

Continue with your image making during week 7.
Record your findings and reflections on your journal/google site

NOTE: During WEEK 7 (study break) you will have one-on-one Mid Trimester Meetings with Edwin.

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