I mocked up all the designs onto bottles to really get a feel for how they would physically appear. I took these, as well as the flat labels too, to a crit session to help me narrow down my choices and reflect on each design individually.
- Love this design as it is very similar to the final design previously stated - however I decided against this due to the fact that the logo has a lot of the detailing within its encompassed archway shape. With the label design for the bottle it was nice to be able to spread the content out to communicate the beer in a less structured way. This also allowed me to re-use this logo for something more specific - for the draught beer taps where the information does require to fit within more of a set space. In turn, giving me the chance to experiment with logo designs which were consistent and recognisable to the brand yet varying slightly for different purposes across the product range.
- Love the strength and impact of the above illustrations for Carling BLACK Label, however was suggested how this impact can be lost on this medium - as the design wraps round the bottle it is harder to view them fitting together as a whole. So by being initially viewed on the shelf it can be a problem but then again some people prefer more of an interactive design which requires you to pick it up and spin it round and inspect in closer detail.
- too much white space
- The vertically rotated text is probably more impactful for the same reason than when it wraps around the bottle.
- On the other hand, for this particular design it is a positive thing how the design wraps around the bottle as is intriguing. The structure of information is positioned neatly to each side of the enclosing box - it works differently with this design as it keeps the illustration inside an encompassed box providing the straight-edge framework for the rest of the elements to fit around.
- Under-estimated the power of more minimal, stripped back design. The plain background sits the content centre stage whilst also reinforcing the colours of Ireland and Guinness. Just unsure of how the horizontal text may wrap too widely around the bottle to be viewed from just one angle. Which is why rotating it may not be a bad idea (as shown beneath - makes use of the space better too, enhancing the negative space which is still present)...
Combining this illustration with the Irish idea does look fantastic, and it has left me with a really engaging and humorous label design which would fit perfectly into the market. The edgy, space / surrealist feel to it portrays the new style within craft nicely, although the concept behind it is lacking in comparison to that of my final design.
- This layout works very efficiently, seating name and story of the beer close together, giving the illustration its own space and spotlight, whilst having the necessary info on the opposite side to the other written elements. Good balanced design.
- Visually this coloured version is very intriguing and strong linking back to the concept well, but it is agreed that it isn't as strong of a concept as the consistency of having the bolder, black illustrations allowing it to better represent 'Carling Black Label'.
The above design is one of the later options - as layout is the exact same as the final version (beneath), apart from swapping to the starry night version of the illustration and also obviously changing the colour from orange to red/pink. Seeing them next to eachother did allow the critical group to understand my concept in more depth and all opt for the red/pink version due to its stronger justifications and ties to the whole story behind the concept of the beer. It was suggested how the bottom stripped should be lighter than than the rest of the label (as oppose to the grey used above) and I also got rid of the road marks at the bottom as they were not necessary and only added confusion.
Overall, I am very pleased with the final outcome and will now experiment with how I can push the designs into the real world most effectively.
<-- Can see how (as discussed before) have successfully used a variation of the logo used on the label as the actual logo mark for the Zamalek IPA identity to go off of.
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