Adjustments...

I have changed a few things after thinking about the campaign in more detail. I now be designing an app that accompanies the print campaign. The prints will now include a QR code that will take the user to the app. I have also changed the A1 prints to A2, as the prints are to be displayed behind bars in the participating pubs, A1 will be too big, a lot of the smaller pubs just won't have room for them.

Pitching to the boss

I pitched my map idea to the UK manager of Duvel to see if he would be interested in actually using this. I also think its a good idea to work with him as I go along in the project to get some practice of working with a real life client.

He really liked the idea but thought that the public would need some other kind of incentive other than just showing where the different brands are stocked. I suggested tying in food with the map. The idea being that each different brand has several different courses that match with the drink, the participant can visit various different pubs depending on which area of London they want to visit and have a different course per pub. We also talked about maybe developing a kind of tour of London, traveling through visiting various iconic pubs in and around London and tying in information and history of the areas.

He liked the idea of having prints displayed in the participating venues. Also, now I am tying food into the mix, I will need to create some kind of menu that fits in with designs. These will be A6 postcard size with the larger print design on one side and the menu on the other - All the same colour codes as the map and prints...

First Ideas

I want to mainly focus on creating a campaign for print that will cross over various different formats.

I was thinking a map would be a perfect project for this. The map could show where all the various brands are stocked in London. The brands would be colour coded. It would be on A3 paper and in a folding flyer format that could be picked up in the participating pubs and bars. I could produce some larger scale prints that would be displayed in the participating pubs, following the same style as the map.

It will give me a chance to explore the printing process in more depth, research different types of paper, cards & ink and practice my graphic design skills.

Proposal 01

We had to write up a short proposal of out intentions for our independent projects...

I propose to create an original print campaign for the Belgian beer brand Vedett and Vedett Blonde. The campaign will consist of a map, art prints and food matching cards. The map will show all the pubs and bars that stock the brand in London and show routes to carry out a Vedett pub crawl in different parts of town, it will be in a folding flyer format and be finished to a high standard. The map will be available for anyone to pick up in all the stockists of the brand. A series of larger scale prints will be produced that are consistent with the design of the map and the brand itself, these will be displayed in the participating bars. In addition to this there will be a series of food and beer matching cards, which will vary from bar to bar. I will be pitching this idea to the UK manager of the brand and will be getting feedback from the company throughout the project as I would from a real client.

Reading List:
Designing Brand Identity: Alina Wheeler
A Designer’s Art: Paul Rand
The Art of Color: Johannes Itten
Layout Workbook: Kristin Cullen
Maps: Paula Scher
Mapping Patterns of Information: Manuel Lima
The Map as Art: Contemporary Artists Explore Cartography: Katherine Harmon
From Design into Print: Preparing Graphics and Text for Professional Printing: Sandee Cohen
The Production Manual: Gavin Ambrose

Maps

I've been researching different ways of producing maps for print and what works and what doesn't.

Firstly I found some maps that were produced for 'pub crawl' purposes...

I like the below map for the Uderbelly venues... The Illustrative scratchy style works really well, its quirky and lovely to look at. As my map will be showing a great deal more venues this style would just look really messy though.

The below 'Zombie Pub Crawl' map was made for a specific one day event, my map will be available to participate whenever, there is no time limit and is available for anyone to use whenever they like. I think this artwork is great for a one day event - It works as a poster to advertise it and as a map itself, but is way too detailed for the kind of thing I am doing...
The below map is for a fresher's pub crawl over Manchester. Its so dull and boring, it looks as though someone has been asked to create a map in Microsoft Word
The map below looks as though it is a map for children's playgrounds rather than beer!

Duvel Moortgat

I work for a bar that is owned by a Belgian beer company called Duvel Moortgat. I thought it would make sense for me to produce something for them for my independent project as there is a chance it could actually be used, this would help my portfolio a lot.

Duvel own 7 different beers that are stocked in the UK...

Vedett

Vedett White

Liefmans

Duvel

Maredsous

La Chouffe

De Koninck

I want to produce something that will include all of the brands. I would like to create a campaign crossing over different paths. As I love to design for print and would love to work with print when I graduate, I want to focus mainly on design for print...

Original Pitch

We had to pitch our intentions and ideas for our independent projects to the class. Here's my pitch...

Firstly, I explained who and why I am making the campaign for...

I went through explaining what differentkind of designs I will produce ,what they will be produced on and basic colour ideas...

I want to produce my prints on a tinted paper...

Here are my colour schemes for each brand. I selected them by using the colour picker in Illustrator and selecting a part of the label/bottle that I feel best represents the particular brand...

I want to produce my larger prints with a gloss embossed ink. They will be outlined bottles, very simple with a plain background.

The A6s will be the same prints with the menu on the reverse. They will on  a postcard type card.