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

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. 

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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.

Font testing

For the practical response it is important that the design is kept simple and clear but includes design and copy which is well informed and appropriate. 

The typeface I will use must be subtle enough to support the visual information on the pages without over powering the design.

The chosen one
I have picked FF Tisa Sans Pro for the body copy of all of the supporting documents. It shows informed design decisions that studios and creatives will appreciate but it is clear enough for the public to understand and not be left alienated by design heavy layouts. 

"As soon as it started, Fuck, it took off" - Ron Lindenbusch

Exhibition design: more locations

Primary Location Research

Brand awareness and Acceptance

Source: http://www.palgrave-journals.com/bm/pdf/Rossiter.pdf

Revisiting Petra Loffler

I first discovered Loffller and her theory on distraction in September with an interview (original blog post here), however I have now found that several months ago, at the start of 2013, Loffler talked at a conference.

I decided to revisit the theory and see if it can be applied to aesthetics again as I once attempted originally. 


When discussing a Robit's views on attention, Loffler concludes quite literally that attention is an abnormal state of mind. Although Löffler talks about modern mass media such as cinema I can relate the gawker theory that she discusses in terms of  applied graphics in packaging design. There is a lot of brain science and academic thought in Loffler's theories, much of it irrelevant to my investigations into craft beer sales, however I feel that there is much to be said about how the brain can process "several streams of attention".
It is possible that when looking at several pieces of design in context such as a crowded bar, something which distracts the mind towards it can become the focus of a spontaneous decision to purchase a product, such as a bottle of beer. If Loffler interprets Robit's ideas of attention to be abnormal states of consciousness then perhaps macro produced products are bought because they are always bought. They are mass produced, and therefore by nature consumed en-mass. Something that is produced at a smaller scale which more care and consideration can be harder to sell to the wider public because they simply do not see it. 

I have Harvard referenced this video below, for the purpose of using it in the dissertation.






Unlike Us #3 - Petra Löffler: A History of Distraction From a Media-Archaeological Perspective from network cultures on Vimeo.

Still image of video

Original video link (here)

Harvard Reference

Network Cultures. (2013). Unlike Us #3 - Petra Löffler: A History of Distraction From a Media-Archaeological Perspective. [Online Video]. 22 March. Available from: http://vimeo.com/64056087. [Accessed: 31 December 2013].

Helen Armstrong

After reading through this book by Helen Armstrong, I started to see her name crop up in other books and articles on the web. I never fathomed how influential she is in the world of graphic design theory. 

Website link (here)

About ArmstrongFrom the About Page (Link)

"Helen Armstrong may be the only practicing designer and design educator with a B.A., M.A., and Ph.D coursework in English literature. Throughout her academic and professional life, she has moved seamlessly between the written word and the graphic image. She has taught literary theory and graphic design theory. She is as comfortable discussing the identity politics of Eudora Welty’s novels as she is discussing the Bauhaus Vorkurs.After Ph.D. coursework in English literature, she gravitated to the world of art and design. She earned an M.A. in Publications Design from the University of Baltimore and launched a career as a graphic designer. Her design work—for such clients as Sage College of Albany, USInternetworking, and New College of Florida—has won regional and international awards. Her work has been included in numerous publications in the US and the UK, including the How International Design Annual, The Complete Typographer, The Typography Workbookand Design Elements.After ten years as a graphic designer, she returned to her passion for theory and teaching. At the Maryland Institute College of Art she earned her M.F.A. in Graphic Design while teaching in the Department of Art History, Theory and Criticism. Currently, Helen is an assistant professor of graphic design and a faculty affiliate of the Armstrong Institute for Interactive Media Studies at Miami University in Oxford, Ohio.

David A Aaker

http://www.eurib.org/fileadmin/user_upload/Documenten/PDF/Merkmeerwaarde_ENGELS/s_-_Brand_equity_model_by_Aaker_EN_.pdf

http://www.amazon.com/Managing-Brand-Equity-David-Aaker/dp/0029001013

The opposite of what I want

When creating a collection of visual references for this project I feel that I should point out what I would like to avoid. Although these pieces of design have satisfied their clients and no doubt fit the audience for the exhibitions, the decisions made are contradictory to what I want from my outcomes. This form of printed design would not reflect my exhibtion well and would not suit my project, having large amounts of colour and print production techniques could distract from the actual artwork on show. 

 

A very busy layout would not be reflective of the small space and laid back feel to the event/showcase of art in North Bar. Small point size in the booklet would also be a bad decision as the bar environment tends to be dark, therefore larger point size on a white or light grey stock would be better. 

Created by Nicole Nicolaus www.nicolenicolaus.com

The print production in this catalogue would be wasted in my final resolution, it serves no purpose other than to add a flash of bold colour. The artwork that I will have on show will add colour and speak for itself and therefore I feel that I should keep the invites stripped back but well informed in it's purpose to only relay information about the artwork. 

Created by Anymade www.anymadestudio.com

2x Elliott exhibition

Two Times Elliott held an exhibition in London to celebrate their 5 years in business, the following images of the event has given me some clues as to how I would like to display the work. 

I originally had the idea of hanging the prints by bulldog clip as this best suits many locations. Having seen this done here, I can feel more confident that this is the best choice, rather than framing the pieces which would cost a considerable amount. 

Politely disregarding the two people in the photo, I like the idea of having a clear list of those featured in the exhibit and further details of the pieces can be followed up in the publication. These can then be given in tote bags, shown above or simply placed on tables. North bar has a shelf for flyers, so this could be a better place to store them. 

Tote bags can be bought and screenprinted cheaply by myself, this can go well with a corporate invite to the local businesses as I discussed in the previous blog post.