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.