COP3 Evaluation & Statement of Intent

Evaluation

Statement of Intent
Withing this document is an explanation as to why my title changed from the original. 

The Dissertation

Dissertation

Bottled Website

In order to support the exhibition, it is important that I take note of the findings in the essya and develop a digitial presence. Having a website that sells the work will enable the artists to fully back the project and gives them cause to share it amongst their online community of followers. 

An endless scroll format gives n element of fluidity and ease of browsing. I have limited the amount of body copy on the website as I want the artwork to have as much impact on screen as possible. When the user hovers over each print, information about the artist is revealed.

This image represents how the website looks on screen, the endless scroll coding allows the whole screen to be used with no need for a menu system.

Explanatory Boards

Presentation boards

Exhibition catalogue

Exhibition Catalogue

Week Plan: W/B 13/01/14 - A Comparison

On 20/12/14 (approx. 1 month before hand in) I made a plan to structure the last week in an emergency situation where the dissertation and other hand in items were not printed and bound.

In the interest of comparison and planning for the week ahead beginning Monday, I have updated the plan below.

 
Original plan 1 month ago (original post)
The dissertation aims to be finished by the week prior to this, however I am making a back up plan for the week of the hand in. The blogging entries will not change, it is a plan to blog something everyday anyway.

Monday
Compile all files ready to print
Print all research documents
Begin binding research documents
Blog

Tuesday
Bind research documents
Print and bind Dissertation
Blog


Wednesday
Print all exhibition items
Print beer labels & affix them to the bottles
Bind
Blog

Thursday
Complete Evaluation
Blog

Friday
Blog
Hand in all work
(have a craft beer at home)

New Plan

Monday
Finish looses ends on the essay
Print posters and flyers
Affix labels to the bottles& photograph on location
Emboss the printed mats
Blog

Tuesday
Print 1 copy as a proof
Compile digital mock ups of website
Ammend anything
Blog


Wednesday
Print 3 copies of dissertation
Read again and re-print if needed
Compile all materials to hand in
Blog

Thursday
Blog
Assess all work to hand in
Evaluation
 
Friday
Hand in

Blog
(have a craft beer at home)

The Brand Relationship Spectrum

When looking at the sources of a journal by F Guzman I discovered the book on the brand relationship spectrum which discusses four key aspects of a theory used by multi-brand houses. 

Source: http://www.brandchannel.com/images/papers/257_a_brand_building_literature_review.pdf

D Aaker, E Joachimsthaler.
Source:
http://www.iuc-edu.eu/group/sem1_L3/2013%20DNPBM/Lecture%2012%20Brand%20Relationship%20Spectrum.pdf

Exhibition floor plans

The layout of the exhibition area is important for the succes of the showcase, within North Bar there are  2 walls which are used for exhibitions. These are present on both sides of the long thin room leading to the bar. Below is the layout of the room and where each piece of artwork will be hung.

Layout diagram

1. Alec Doherty “Saison”
2. Nick Dwyer “Sun”
3. Francis Redman “Pressure Drop”
4. Richard Norgate “High Wire”
5. Tom Cutting “Mad Hatter”
6. Ten Fold Collective “Camden”
7.  Alec Doherty “Sailors”
8. Richard Norgate “Citra”
9. Richard Norgate “Dark Arts”
10. Nick Dwyer “Lady”

Supporting Images

Dogfish Head Chica: Saliva.

In the dissertation I tough on the use of honesty as highlighted by Michal Johnson in Problem solved, The Hans Briter Hotel branding highlights perfectly how honesty can be a great selling point for a small business. Relating this to the beer industry is needed however and as I use Dogfish head several times in the dissertation i feel that using the human saliva in a beer that they produced is a great example and platform for linking brand honesty in other sectors to the beer industry.



Process of making Chicha


Source: http://www.dogfish.com/brews-spirits/the-brews/brewpub-exclusives/chicha.htm
Video source: http://www.youtube.com/watch?v=QSXpLjewfMo

Labels and sparging

As part of my practical responses I have brewed a beer and created a label for a consumer to understand what is in the bottle. I require a design that reflects the quality and creativity of its contents as I have concluded that this is one of the main focuses of people buying a craft beer.


The label needs to support the beer by communicating exactly what is in the bottle including its style, production methods and it's ABV. By taking inspiration from the Omnipolo bottle (original research post here) I have created  type focussed label which allows space for a brewery to record exactly what is in the bottle and any notes that may be needed. 


Process

The first draft looks pretty much how I want it too, having the Alpha Acids of the hops on here is key, I have left several spaces for varying amounts of hops on here. 

I think the main issue that I have with this is the name date and time section is going to be a primary focus for the user, as are the hops that are used. Swapping the hops over with the grains will be a simple fix and will allow the front of the bottle to feature the hop names, as with most beer release from professional breweries.

More lines for notes are needed

Needed a mini crit on this so I got a few people to check it over, the best bit of advice was recieved online. 

The typeface needs to be changed also as this does not fall in line with the rest of my exhibition branding.

I have chosen Nimbus Sans for the label as it works well at a small point size, the "t" is fantastic for tight kerning as it has no over hang. 

After a few print outs and testing the label, I have re-worked it so only the important information is on the label, I have dropped almost all of the right hand side of the label and moved the Adjuncts to under the Malts as I feel these go together much better. 

Brewing the beer (started a while before the label)

Ingredients for brewing

Measured and recorded everything needed so that the label can inform the consumer as accurately as possible. 

Sparging for a fair few minutes. 

Yeast goes in, lid on, record the gravity and leave for a few weeks. 

Final label

Omnipollo: Label inspiration

For my bottle design I have been directly inspired by the outcomes of my investigation into graphic design. Upon my many shopping lists of beer I came across Omnipolo that act as a guest brewer in a lot of cases but most importantly they have sourced a contemporary artist for each unique brew Except in the case of the "Weekday" brew Karl Grandin is used on each project.

The Omnipollo Brygd creation uses a label, created by Grandin that has the recipe on the bottle, this was released to support a book on homebrewing. This use of using a beer to promote a book led me to the conclusion that I can create a homebrew bottle label that uses a design that is informed by the quality and creativity of its contents.

The questionnaire results have concluded that the quality of the beer is the main focus of people buying the beer, therefore the label should support the beer and communicate to the consumer exactly what is in the bottle including style, which was another main reason to buy a certain beer.

Artwork by the nano brewery themselves



Following Artwork is by K.Grandin
(Karl Grandin)

(Created with Martin Justesen)

 The production of my label will not include any colour, any colour present on the label will come from the pen in which the brewer uses. I am aiming to inform my consumer through clear communication of style and contents. Many of the labels produced by Grandin have no information on and rely on the target audience having a prior knowledge of the production of the beer, this audience will be informed by online communications via Twitter etc.

Ethical update on To Ol brewery

As part of my primary research, it was important to get answers from professionals inside the industry. As part of the question sheet, I asked if permission is given to publish the information I recieved. Tore from To Ol, wished to be updated on what I was using and how. 

I emailed him and got the following responses that it was good to use. 

I felt that it was good to ask these people as their brands and businesses are personal extensions of themselves, revealing certain information may be of concern to them. Having the option to monitor what I am using means they can be a bit more open in their responses. 

\

Info Graphic

Info Graphic on the results I gained from my primary research questionnaire, this is not the main part of my exhibition by any means, however it does visualise what my respondents have said.

(bottle filled up to a point)

Odell Booklet

To go with the other two booklets, this is the Odell work that I have looked at along with the Q&A. The difference in art direction between Mikkeller and To Ol are minor, however Odell has a different aesthetic and brand image. Each brewery has a set theme or focus with it's art direction, however Odell which caters to a much larger market in the U.S. seems to be focussing towards a recognisable label. I argue in my essay that this brand image is similar to Mikkller's themes, but it is clear to see that there is a continuity across every new release. 



Link if embed broken (here)

Mikkeller Booklet

As part of my research into art direction of breweries, I have compiled some imagery and the Q&A I had with Jacob of Mikkeller. 
If the document does not load, this is the URL to the ISSU.(here)

To Ol booklet

As part of my research into art direction of breweries, I have compiled some imagery and the Q&A I had with To Ol from Denmark. 
If the document does not load, this is the URL to the ISSU. (here)

Pekka Tuominen

Managing Brand Equity by PEKKA TUOMINEN

Original PDF source (here)

A few key points to consider from the article

A brand is a name, term, sign, symbol, or design, or a combination of them intended to identifythe goods or services of one seller from among a group of sellers and to differentiate themfrom those of the competitors.

Recently, there has been considerable growth in private labelbrands, whereby channel members such as retailers are able to sell products using their ownbrand name or label.

A successful brand is an identifiable product (consumer or industrial), service, person orplace, augmented in such a way that the buyer or user perceives relevant and unique addedvalues, which match their needs closely.A brand can be seen consisting of generic or core, expected, augmented and potentiallevels.

Corporate Invites: Beer Mats for studios

For the local design studios it is imperative that more print technology and effort is put into invites. 

The mats will be limited to 25 screen printed and embossed mats. 

Emboss

 

25 hours to go...

Result

After sitting in Acid for 25 hours and then three testers done, I will go with the 1000psi, this means that I can pres into the mat and not push through to the other side of the mat. The results are fantastic, they add a tactility to them and should look great once screen printed.

My measurements were spot on, the emboss will frame the logo perfectly and allow for an area of thickness around the edges.


Screen Printing

Little details in the numbers count, design studios  will be automatically critical of this, uninformed design on an exhibition promotion will not be tolerated. In the Tisa Typeface, the numbers have a lower X height and therefore I have altered their size to fit with the letters in the post code. 

The postcode has been dropped and the information re-written in order to fill the mat with less clutter. All the information is relevant now, including the twitter of the location. This meets two needs with one piece of type, the place is North Bar and the updates can be seen on the @NorthBarDrinks Twitter. 

Ready for the positive print before exposing the screens, exploring these processes is important to this brief as I am experience=ing the process of a designer for the beer industry. I am being put in a situation where I choosing specific techniques that meet the target audiences desires. 

The front of the mat will have the blind emboss over the screen printed ink creating a tactile mat which studios will not only appreciate but engage with. These will be hand delivered along with a high quality A3 printed poster. By taking reference from the personal engagement of breweries in their communities  hand delivering the posters will ensure that, at least in some cases, I can add a personal touch and feel to the showcase.

Ammends
I have altered the artwork on the front slightly to be smaller, this will now fit within the embossed front side of the mat.

Finals