The Hunter - The Castle, The Cliffs, The Lighthouse
The Brief
At present, there is no consistent branding across K&B pubs. Develop a set of mock-ups for presentation to K&B, demonstrating how we can meet their needs for a local, bespoke beer concept. This solution needs to deliver a logo and "look" which can be used across all marketing materials for the pub location.
By random selection, the class was assigned a specific town/city to base the solution on. In my case, it was Dover.
Deliverables
- Packaging (Beer bottles, caps, can)
- Beer taps.
- Beer mats.
Solution
Dover is a beautiful town known for its tourism and striking landscapes. Having been there myself, I wanted to create a concept that would showcase the hallmarks of Dover. The Castle, The Cliffs & The Lighthouse. Each ale is represented by a distinctive colour and one of the three landmarks, enhanced by a watercolour effect to reinforce the oceanic scenery of Dover.
The Hunter logo is inclusive and would be suitable for any of the other K&B pubs, with a reference to a compass and navigation.
Initial Research
Target market, geography, emotions, breakdown of our brand.
Initial Moodboard of Dover as a place; what are its landmarks?
Investigating brands that are "modern but not hipster". Looking at typography choices and how they interact with the stylising.
Competitors Case Study Investigation 1.
Competitors Case Study Investigation 2.
Concept - The Castle, The Cliffs and The Lighthouse.
Logo development exercise to create starting points for a potential logo (see green highlights).
Documentation of logo development.
Inspiration and Photoshop experiment documentation.
Establishing a colour scheme based on Initial Research stage.
Photoshop experiment documentation.
Documentation of the three main changes made to typography before labels were finalised.
Type spec for final typography decisions.
A colour choice rejig.
Logo application and specification page.
Full colour mockup of final design proposal for 'Label' deliverable.
Full colour mockup of final design proposal for 'Can' deliverable.
Final proposal of beer tap design.
Final design proposal for extra items (coasters and six pack).
