OUGD505: Design Production 2 - Studio Brief 2: An Exhibition of Beer Culture, Proposals

As well as creating a range of printed products for my beer festival with a specific focus on information and way-finding- producing maps and leaflets etc. - and product and packaging - producing food packaging and souvenirs which would be sold at the event I also mocked-up a range of proposal of products I could not realistically produce myself due to time constraints etc.

By proposing where the event would be held an the interior I had a better understanding of how the event would work and how my intended target audience would interact with the event itself and the printed ephemera I was able to produce.

When I personally think of the celebration of beer culture in Britain I immediately associate it with summer and nice weather, therefore the Knee's Up beer festival will take place during the summer (23rd - 29th June) - also to coincide with the world cup as football is another thing I associate with beer culture - and will be a pop-up event within a park.

Although I have chosen Hyde Park in London as the first location of the beer festival, having a pop-up event means that the festival could theoretically travel to different cities during the summer, for example  Roundhay park in Leeds and Chavasse park in Liverpool are other possible future locations.

As well having the outdoor area for the festival, there will also be a high-end marquee - just incase the British summer weather happens to turn dismal! - which will be where the toilets, bar and majority of the events will take place.

The interior of the marquee will be inspired by the aesthetic of a typical british pub, although it will feel slightly more upmarket to appeal to the target audience of young professionals.

Several of the questions I received during the crit, asked me the prices of the products I had produced such as the tickets and beer etc. therefore I proposed a price list - using the same aesthetic as the leaflet in order to create a sense of continuity - using the research I produced in response to Studio Brief 1 as a guide for the prices I would charge.

Pale Ale: £2.95
Brown Ale: £2.95
Crisps: £1.95
Nuts: £1.25
Tickets: Day Ticket, £9.95 Weekend Ticket, £17.95 Weeklong Ticket £67.95
Souvenir Pint Glass: £6.95
T-Shirt: £12.95
Novelty Beer Scraper: £1.95

When producing the product proposals for the beer festival I wanted to use the opportunity to be as inventive as possible, branding the more unusual products which would be appropriate for the event I was hosting.

One of the questions I asked during the first progress crit was 'what other products could I produce that would be appropriate for the beer festival?' the feedback I received was extremely useful in that there were suggestions of products I had not myself even begun to think about and that where more interesting than the obvious products such as beer mats etc that I had already produced.

One of the things that would be essential for a beer festival was a keg, therefore I decided to mock-up what my branding would look like on the keg. As well as being useful for practical reasons, this product could theoretically be used as a decorating motif for the interior or could even be won by one of the visitors during one of the contests I have proposed.

Other suggestion I was given during the crit was to brand a 'beer scraper' which is used by bar tenders to scrape the excess foam from the top of a pint glass so it it level with the rim of the glass. I decided to brand this product as it was quite a simple device but is highly appropriate for the concept of a beer festival, this is also a novelty item which I proposed to sell at the festival.

The idea of branding a pint glass was something which I myself had though about during the initial brainstorm I had when I began the brief, however I was unsure about how to get my logo onto the glass and due to time constraints I didn't have the opportunity, therefore I decided to mock-up how it would look. This was another product I proposed to sell at the festival.

OUGD505: Design Production 2 - Studio Brief 2: An Exhibition of Beer Culture, Product & Packaging

As well as an emphasis on information and way-finding within my second studio brief I also wanted to concentrate on product and packaging for the event, as I felt creating a beer festival gave me to produce a range of deliverables for within the event and that could be taken away as souvenirs.

Tickets

I began by designing tickets for the event, from the research I had produced in response to the first studio brief we were given as part of the module I discovered that existing beer festivals offered different types of tickets for there events, therefore I produced three different tickets a day pass, a weekend pass and a week long ticket each of these tickets featured the dates and times whilst still in-keeping with the overall aesthetic I had chose for the event.

Beer Bottle Labels

Another product that I felt would be appropriate to design and produce for my beer festival was beer labels which I would then place on beer bottles. When designing the labels I wanted something that would be a bit more unusual than the standard beer bottle labels that already exist, therefore I decided to create beer labels in the shape of triangles which would again be in-keeping with the design aesthetic. I started by creating designs for brown ale and pale ale although theoretically this could be extended into other drinks such as ginger beer etc.

Nuts and Crisp Packaging

When creating the designs for the packaging of the food I would sell at the event, I decided to create my own net from scratch and therefore I experimented with a variety of ways to again incorporate the triangle into this to create a sense of continuity within all the deliverables.

Once I had created the net for the food packaging, I created designs for two different sizes, A4 size for nuts in two flavours both mixed nuts and salted peanuts and A3 size for crisps in two flavours both ready salted and salt and vinegar.

Bar Runners

Another product I designed using the Knee's Up beer festival aesthetic was a bar runner, I believe this would be appropriate for my concept as these a commonly seen on the bar in pubs.

T-shirts

Taking into consideration the design aesthetic I had devised and rolled out across the range of products for the event I created some simple t-shirts designs which could be used a uniform for the staff at the event and could be sold at the event a souvenirs.

OUGD505: Design Production 2 - Studio Brief 2: An Exhibition of Beer Culture, Information & Wayfinding

INFORMATION & WAY-FINDING

Signage

Indoor Way-finding

As well as physical printed ephemera for my beer festival, Knees Up such as t-shirts etc. I also began to think about how the audience would interact with the event itself in terms of getting to the actual event and the indoor way-finding which would aide them once inside the event.

In order to create a proposal of what the indoor way-finding would look like I thought about the most common places that my audience would need directions to, such as the toilets, the bar and the exit.
In order to create a sense of continuity throughout the interior of the event and the design deliverables which I will produce to promote the event, I have included the triangle symbol - which is a symbol I  would theoretically like to be associated with the event -within the designs for the way-finding.

In order to give a better idea of how the design would then be used within a context I experimented with a couple of mock-up PSD on glass and brick however I felt these didn't really fit in with the aesthetic I set in the brand guidelines as they do not include the colours I chose.

I believe this mock-up is more fitting with the aesthetic of the beer festival as it includes the colour scheme which has been applied to all deliverables of the brief.

Pavement Art

Another concept I devised for way-finding for the event was pavement art, which would be outside of the event and would lead tourists or potential visitors into the event.
Again to continue the continuity and design aesthetic I have created throughout all the deliverables I have used the triangle symbol from the logo in order to direct the audience which is quite effective in terms of it's shape.

Brochure For Event

The brochure for the event would theoretically be given to the audience once they were inside of the event to inform the audience of the events which will be taking place at the beer festival, where they will be and what time and any directions they will need.

Directions - On Beer Mat and Bottle

In order to promote and raise awareness of the beer festival I wanted to handout bottles of Knees Up beer and beer mats which would have a map of how to get the festival on the back which would hopefully entice the audience to come along to the event.

Originally I had planned to place the map on the back of the beer label on the bottle however, I didn't think this would be appropriate as beer labels tend to rip when taken off of the bottle and therefore the map would be pointless otherwise the beer would have to be drank before the map became visible therefore I decided to place a full map inside of an empty Knee's Up beer bottle and distributed in the street to the audience alongside the beer mats I have designed.

OUGD505: Design Production 2 - Studio Brief 2: An Exhibition of Beer Culture, Branding & Identity

The Event

The Knee's Up beer festival is a pop-up, week-long event. The event will be unique compared to the other beer festivals which currently exist as it will be purely celebrating the british beer and the beer culture in our country.

The interior of the festival will be designed to mimic the aesthetic of a British pub and as well as showing world cup matches which the festival will coincide with there will also be several stereotypical British events such a pie eating contests.

Logo

Many of the examples of I collected of existing pub logos were mainly image rather than type based therefore I began the logo design process by brainstorming into some of the imagery which could potentially represent my name 'Knee's Up'.

I particularly liked the idea of 'sandals and socks' as this is the stereotypical image for a brit abroad, therefore I drew this image out and put it into Illustrator to start creating the logo for my event.

In order to mimic the aesthetic seen in the hanging sign in which pub logos are, I experimented with adding a border to my logo, however I felt this logo did not have the high-end design aesthetic to it which I would be appropriate for the event which is aimed at young professionals.

As the name of the beer festival and the festival itself is all about 'celebration' another idea I had was to use bunting which is a image associated with celebration and street parties in Britain.

Final Logo(s)

Overall I am pleased with the final outcome for the logo for the Knees Up Beer Festival, as well as appropriately representing the ethos I have created for the event which celebrates all things british I believe the logo is effective in the terms that it is quite striking and could be used across a range of deliverables to build the brand into something which could be recognised.