Primary & Secondary Research Into Whiskey Branding/Logo/Packaging & Logo Inspiration to support Study Task 3
All the primary and secondary research in this post will support Study Task 3, a task to help support the requirements of my logo inspired by past branding and logos.
While not creating a logo for a whiskey drink the products intended use is for the whiskey drinker so looking into whiskey branding, packaging, logos and promotions will help inform me of current styles to influence my logo and brand proposal to keep it relevant to the avid whiskey target customer base.
Looking at whiskey labels will provide good influence and inspiration to my logo I create.
While not creating a logo for a whiskey drink the products intended use is for the whiskey drinker so looking into whiskey branding, packaging, logos and promotions will help inform me of current styles to influence my logo and brand proposal to keep it relevant to the avid whiskey target customer base.
Looking at whiskey labels will provide good influence and inspiration to my logo I create.
Went for a trip to Morrisons Alchol Section to have a look at some whiskeys they sold to compare top shelf and bottom brand products.
Morrisons own brand trying to enhance the appearance of there products, horrible mash up of script and serif typefaces, too tightly kerned, central aligned within an unconsidered label that has some sort of criss cross going on. Don't know why but it looks awful. The color scheme is an attempt at achieving an element of traditional heritage using brown and cream tones, it would all work if the type and image worked better, I have no idea why the illustration they use looks like a pineapple whats the point in that?
£6.00 This stuff may as well be paint stripper, although paint stripper has probably a better taste and design of packaging. Keeping that amber color in an illustration that shows the typical context of whiskey in a glass with ice, very cliche and unconsidered not to mention how garish and awful it looks. The logo used here is the M Savers logo, obviously not aimed at the avid whiskey drinker it has no relevance to whiskey. Learning from this mistakes me understand that I need my logo to be considered and relevant to the product and the whiskey market.
Kind of like the Jameson logo, very simplistic and suggests irish heritage through the drop shadow style serif font that to me communicates sign. writing something common over in Ireland. Also has green within the color scheme this also connotes Irish heritage to me. Looking at colour and type and its cultural connotations is an important consideration.
Quite Like the Southern Comfort label, the original not the lime one. I like its links with New Orleans in its tagline and cityscape engraved style gold image, again the gold and cream colour scheme thats ever popular in these low end bottles trying to make it appear so much more sophisticated than it actually is. This one is a little better though with a serif typeface with more subtle triangular serif points. A slab serif of stone carved origins. I like the Red hue it contrasts nicely with the gold and cream colors. I think alot of the colors are influenced by the drink itself as southern comfort has a more reddy colour rather than amber colour normal whiskey shares. So this is something to consider through the range of colors the whiskey elements follow (shades of light to dark brown/black)
Mediocre Brands
Getting onto the more mediocre brand shows alot more consideration in design of the products and sways away from the standard materials used within the packaging, production methods and treatments. So looking at these aspects will help inspire thoughts on how I could bring these things into my brand proposal later on.
Like the rough texture of paper used and how it contrasts with the gold, red and black wich are strong colors that almost appear on a separate layer, like vinyl stickers. A nice effect. Lots of complex typography going on that makes the label look almost illustrative, this is something I notice alot in higher end whiskey labels so taking this "mash up" of typography into account will add relevance to my logo design ideas.
Not keen on the aesthetics of this obvious communication of honey infused whiskey but a little too in your face. Could have been achieved in a more subtle way wich would allow more considered design aesthetics and a better visual outcome like the original Jim Beam Bourbon label.
I chose this for its unique style, has an old traditional feel too it but not that typical to other whiskeys. It has american heritage but through the strap likes of "step right up" the banner "Early Times" and red, blue and white stripe elements it screams american circus back in the 1940/50s. A nice sway away from the traditional whiskey bottle aesthetic and relevant to the original flavor of the whiskey "hot cinnamon" which has fiery flavors so an obvious link to fire eaters was made so presenting this through a circus inspired aesthetic is cool. Keeping the aesthetics relevant to the product rather than following the crowd on typical generic aesthetics.
I like the logo and label for Jack Daniels. They break away from the typical cream, brown, gold base colors and present a simple black and reversed out white type color scheme keeping colors aesthetics allowing complex typographic elements to be combined with an ornate frame that overall works well as a whole. Its not too busy and loud a perfect balance of complex and simple, if it had lots of colors going on it would look garish but it doesn't. An obvious consideration of how colour and type and visual elements work together will need to be thought about.
The Famous Grouse is one of the most established and well known whiskey brand out there. The brand to me revolves around the Grouse Bird, it appears in all adverts around christmas time and the company have done well to establish such a unique visual element to communicate a brand of whiskey. A clever result that to me is timeless. I don't think I have anything within the whiskey elements project that could be developed or worked on to become such a timeless subconscious representation of the brand.
A comparison of original and Honey products. I like how they keep colors neutral again and compared to Jim Beams honey whiskey this label is much more visually pleasing. I really like the colors used they subtly suggest a certain "sweetness" relevant to honey, I notice the bee icon but its not a garish representation of honey, its subtle and much like the other typographic and floral frame elements works alongside everything within the labels visual composition. A subtle representation of an aspect of the product is something I want to consider.
This mediocre bottle appeared to me a little more than the rest due to trying to take on a more minimal asthetic, a more contemporary feel through its embossed style bottle. Carrying through the drinks colour into the label which works alongside the visible liquid inside. I like the typography used, its delicate yet still has a traditional asthetic too it but doesnt have the high impact caused by the usual large pt size type on other whiskey logos and labels. An interesting way of presenting traditionally in an entirely different aesthetic to the norm, something I will take into lots of consideration.
Top Shelf
The creme dal a creme of whiskeys, overall incorporating well designed logos, labels and lots more external packaging to work alongside the bottles. Alot more original labels that don't tend to follow the crowd as much but still have an overall traditional feel through the generic cream, gold and dark colour bases. But carried out in a much more successful visual outcome.
Nice representation of Scottish heritage within the Green base of the green, cream and gold scheme. Much more considered typography elements, lots going on but carried out alot neater, I like the focus on the "Cask Edition" typography through the use of type hierarchy using heavier weight uppercase sans serif typography. It shows a focus on whats important in the drink, the aging process.
I like Johnnie Walkers contemporary twist of a traditional whiskey aesthetic adding a unique horizontal slant to there logo and labels, lots of gold and red used in there signature red label showing high end whiskey through reds color connotations.
The more exclusive black label, much more classy and luxurious aesthetics, has a more elegant feel.
Love the packaging on this product, at £30.00 it isn't the most expensive but its up there but I can't help but think your paying for the packaging. A good marketing ploy, it may not have the taste advantage as the higher end whiskey but through a physiological placebo effect the drinker may convince themselves its a nicer tasting drink. Awuardly this was a thought at the back of my mind when thinking about the whiskey elements, when placing the elements in the drink for 24 hours does it really enhance the flavor by 3 years or is it physiological? But this sense of enhancing something that I want to present in my logo could be very well influenced by something like this?
Another socially accepted top brand of whiskey is Glenfiddich with obvious heritage suggestions through the stag logo and condensed ornate serif typeface that is up there as one of the most well known whiskey brands out there. I chose these for the presentation of these leather style tubes and the color co-ordination going on with the different ages of whiskey. I mentioned a customizable logo and colour would be one way to do this, an idea right now is using a set colour scheme to emulate the colors of the different whiskey elements to show the adaptability of the logo when reproduced in colour.
A pair of products that have a more illustrative element to them, I want to incorporate imager into my logos and these two present it in different ways. A more complex series of line drawings to make up the background of the packaging. A nice consideration as I wanted to simulate textures to represent sand from an egg timer and wood grain to show time & oak, key stages of the product I am doing a logo for selling point.
£39.99 Bottle on Offer too! Pretty pricey for a supermarket available bottle.
The influence I get from this is mainly for the branding proposal, the logo is a simple type only and the aesthetics of the packaging are quite generic in terms of colour, lots of typography though showing an obvious informative brand Point of sale.
This informative typography would carry out perfect for my brand proposal to inform the end user of the different results achieved from the whiskey elements they use. Packaging them like they are individual whiskey bottles would be an initial idea to work from?
An obvious higher attention to detail when it comes to packaging, carrying out the logo onto every aspect of the whole packaging experience, something I will consider for potential logo applications. I like the more considered use of the generic cream, gold and red color scheme though. And the layout and composition over this wrap is very well carried out indeed.
Looking at the Logo & Fundementals of Branding Book helped me a great deal.
The Fundamentals of Branding Book will help me later on when creating a brand proposal.
Bottom Shelf Budget Drinks (Morrisons own cheapest cost £6.00)
Started off with looking at the cheaper brands, known as bottom shelf brands it was obvious they would be lower on the shelves in there product positioning, mainly because the supermarket will want the more expensive brands at eye level, mainly the mediocre brands as they are the most profitable and commonly purchased.
Analyzing the aesthetics of the bottles shows an obvious less considered design approach. Aswell as the fact that all the bottles of this price range are in single figure age fermentations or no age mentioned at all. This is a main selling point for higher priced bottles as it is were the obvious taste enhancement comes from (Which is what my products purpose is to achieve)
Typographically they all share the typical serif typefaces for the logo or header element of the label using neutral color palettes that commonly consist of gold, white and black. A typical cliche scheme trying to make rubbish whiskey appear better than it is, an interesting thought to dwell over as the product I am creating a logo for's use is to enhance these type of brands so influencing the aesthetic around them may work? But obviously giving it better design and visual treatment.
Morrisons own brand trying to enhance the appearance of there products, horrible mash up of script and serif typefaces, too tightly kerned, central aligned within an unconsidered label that has some sort of criss cross going on. Don't know why but it looks awful. The color scheme is an attempt at achieving an element of traditional heritage using brown and cream tones, it would all work if the type and image worked better, I have no idea why the illustration they use looks like a pineapple whats the point in that?
£6.00 This stuff may as well be paint stripper, although paint stripper has probably a better taste and design of packaging. Keeping that amber color in an illustration that shows the typical context of whiskey in a glass with ice, very cliche and unconsidered not to mention how garish and awful it looks. The logo used here is the M Savers logo, obviously not aimed at the avid whiskey drinker it has no relevance to whiskey. Learning from this mistakes me understand that I need my logo to be considered and relevant to the product and the whiskey market.
Kind of like the Jameson logo, very simplistic and suggests irish heritage through the drop shadow style serif font that to me communicates sign. writing something common over in Ireland. Also has green within the color scheme this also connotes Irish heritage to me. Looking at colour and type and its cultural connotations is an important consideration.
Quite Like the Southern Comfort label, the original not the lime one. I like its links with New Orleans in its tagline and cityscape engraved style gold image, again the gold and cream colour scheme thats ever popular in these low end bottles trying to make it appear so much more sophisticated than it actually is. This one is a little better though with a serif typeface with more subtle triangular serif points. A slab serif of stone carved origins. I like the Red hue it contrasts nicely with the gold and cream colors. I think alot of the colors are influenced by the drink itself as southern comfort has a more reddy colour rather than amber colour normal whiskey shares. So this is something to consider through the range of colors the whiskey elements follow (shades of light to dark brown/black)
Mediocre Brands
Getting onto the more mediocre brand shows alot more consideration in design of the products and sways away from the standard materials used within the packaging, production methods and treatments. So looking at these aspects will help inspire thoughts on how I could bring these things into my brand proposal later on.
Like the rough texture of paper used and how it contrasts with the gold, red and black wich are strong colors that almost appear on a separate layer, like vinyl stickers. A nice effect. Lots of complex typography going on that makes the label look almost illustrative, this is something I notice alot in higher end whiskey labels so taking this "mash up" of typography into account will add relevance to my logo design ideas.
Not keen on the aesthetics of this obvious communication of honey infused whiskey but a little too in your face. Could have been achieved in a more subtle way wich would allow more considered design aesthetics and a better visual outcome like the original Jim Beam Bourbon label.
I chose this for its unique style, has an old traditional feel too it but not that typical to other whiskeys. It has american heritage but through the strap likes of "step right up" the banner "Early Times" and red, blue and white stripe elements it screams american circus back in the 1940/50s. A nice sway away from the traditional whiskey bottle aesthetic and relevant to the original flavor of the whiskey "hot cinnamon" which has fiery flavors so an obvious link to fire eaters was made so presenting this through a circus inspired aesthetic is cool. Keeping the aesthetics relevant to the product rather than following the crowd on typical generic aesthetics.
The next three labels all carry a very similar asthetic throughout showing that typical generic whiskey label through gold, chrome and black type and shapes/type. Something I want to avoid is this typical style but also I don't want to make it too unrecognizable for the classic whiskey drinker who is obviously the target market. There will be a fine line between making a unique and generic logo.
I like the logo and label for Jack Daniels. They break away from the typical cream, brown, gold base colors and present a simple black and reversed out white type color scheme keeping colors aesthetics allowing complex typographic elements to be combined with an ornate frame that overall works well as a whole. Its not too busy and loud a perfect balance of complex and simple, if it had lots of colors going on it would look garish but it doesn't. An obvious consideration of how colour and type and visual elements work together will need to be thought about.
The Famous Grouse is one of the most established and well known whiskey brand out there. The brand to me revolves around the Grouse Bird, it appears in all adverts around christmas time and the company have done well to establish such a unique visual element to communicate a brand of whiskey. A clever result that to me is timeless. I don't think I have anything within the whiskey elements project that could be developed or worked on to become such a timeless subconscious representation of the brand.
A comparison of original and Honey products. I like how they keep colors neutral again and compared to Jim Beams honey whiskey this label is much more visually pleasing. I really like the colors used they subtly suggest a certain "sweetness" relevant to honey, I notice the bee icon but its not a garish representation of honey, its subtle and much like the other typographic and floral frame elements works alongside everything within the labels visual composition. A subtle representation of an aspect of the product is something I want to consider.
This mediocre bottle appeared to me a little more than the rest due to trying to take on a more minimal asthetic, a more contemporary feel through its embossed style bottle. Carrying through the drinks colour into the label which works alongside the visible liquid inside. I like the typography used, its delicate yet still has a traditional asthetic too it but doesnt have the high impact caused by the usual large pt size type on other whiskey logos and labels. An interesting way of presenting traditionally in an entirely different aesthetic to the norm, something I will take into lots of consideration.
Top Shelf
The creme dal a creme of whiskeys, overall incorporating well designed logos, labels and lots more external packaging to work alongside the bottles. Alot more original labels that don't tend to follow the crowd as much but still have an overall traditional feel through the generic cream, gold and dark colour bases. But carried out in a much more successful visual outcome.
Nice representation of Scottish heritage within the Green base of the green, cream and gold scheme. Much more considered typography elements, lots going on but carried out alot neater, I like the focus on the "Cask Edition" typography through the use of type hierarchy using heavier weight uppercase sans serif typography. It shows a focus on whats important in the drink, the aging process.
I like Johnnie Walkers contemporary twist of a traditional whiskey aesthetic adding a unique horizontal slant to there logo and labels, lots of gold and red used in there signature red label showing high end whiskey through reds color connotations.
The more exclusive black label, much more classy and luxurious aesthetics, has a more elegant feel.
Love the packaging on this product, at £30.00 it isn't the most expensive but its up there but I can't help but think your paying for the packaging. A good marketing ploy, it may not have the taste advantage as the higher end whiskey but through a physiological placebo effect the drinker may convince themselves its a nicer tasting drink. Awuardly this was a thought at the back of my mind when thinking about the whiskey elements, when placing the elements in the drink for 24 hours does it really enhance the flavor by 3 years or is it physiological? But this sense of enhancing something that I want to present in my logo could be very well influenced by something like this?
Another socially accepted top brand of whiskey is Glenfiddich with obvious heritage suggestions through the stag logo and condensed ornate serif typeface that is up there as one of the most well known whiskey brands out there. I chose these for the presentation of these leather style tubes and the color co-ordination going on with the different ages of whiskey. I mentioned a customizable logo and colour would be one way to do this, an idea right now is using a set colour scheme to emulate the colors of the different whiskey elements to show the adaptability of the logo when reproduced in colour.
A very clean, simple and very minimalist influenced branding application going on here. A strong use of red has been used to communicate a sense of luxury in this high end brand. It also has high impact bringing people in to view the product The clean cut delicate and accurate typography also suggests a higher price range and subsequent improved price through the physiological marketing techniques of things that appear expensive will taste good. Which is usually a load of rubbish.
A pair of products that have a more illustrative element to them, I want to incorporate imager into my logos and these two present it in different ways. A more complex series of line drawings to make up the background of the packaging. A nice consideration as I wanted to simulate textures to represent sand from an egg timer and wood grain to show time & oak, key stages of the product I am doing a logo for selling point.
I like the top icon on this box, a nice example of how simple vector imagery can work with typography rather than alongside it as a separate element. Usually type and image work together separately, here they interact. This is something I want to maybe try out.
£39.99 Bottle on Offer too! Pretty pricey for a supermarket available bottle.
The influence I get from this is mainly for the branding proposal, the logo is a simple type only and the aesthetics of the packaging are quite generic in terms of colour, lots of typography though showing an obvious informative brand Point of sale.
This informative typography would carry out perfect for my brand proposal to inform the end user of the different results achieved from the whiskey elements they use. Packaging them like they are individual whiskey bottles would be an initial idea to work from?
An obvious higher attention to detail when it comes to packaging, carrying out the logo onto every aspect of the whole packaging experience, something I will consider for potential logo applications. I like the more considered use of the generic cream, gold and red color scheme though. And the layout and composition over this wrap is very well carried out indeed.
Comparing Top Shelf branding to Budget bottom shelf to help develop logo/brand proposal.
One of the main concepts behind the product is the idea of enhancing bottom shelf whiskeys, to show this in its purist form I think I could get lots of inspiration and ideas from a detailed analyses of the aesthetics of bottom shelf and top shelf products. What i want to get from this is how I can show the transformation between bottom shelf and top shelf.
The most obvious distinction between the two classes of whiskey is how the gold, cream/brown base tones are carried over both price ranges of products. Obviously to completely different standards of visual acceptance. The above are all shocking, the colors are the only well considered elements, when it comes to typography they fail miserably but again they share the same combination of serif, sans serif and script faces in there labels. So taking into account different typeface combinations is an obvious thing I need to try out.
Old vintage Bells Bottle.
My grandad has an old vintage bells bottle he's a pretty big whiskey fan, love the use of material and bottle shape. An obvious shape of a Bell to connect with the Bells brand name, a little cheesy but back then would have been cool I guess. Like the cork and gold leafing and the use of pot for the bottle. The craftsmanship in the bottle construction really helps strengthen the brands socially accepted quality and craftsmanship in the drinks they produce.
Its also interesting to see the cream, brown, gold and red colour scheme used and the mash up of serif, script and sans serif typefaces like you still see today. Its clear this combination of visuals is what influences todays bottle design and also suggests a timeless design style. To keep that heritage feel I feel keeping this color scheme within the brand proposal is a must.
The Fundamentals of Branding Book will help me later on when creating a brand proposal.
I mentioned within the crit I wanted to make a customizable logo system, these examples found in the logo book will provide a great starting point on how to go about this idea.
The Henry Lydiate Partnership logo designed by Thomas Mans & Company in 2006 is based on the endless visual variations of a kaleidoscope. This system shows the four partners offerings of arts, culture, imagination, formula and consultancy.
While not been as customizable as the kaleidoscope idea this has potential for adaptability within the logo, it can be a minimal image logo suitable for logo application which may rely on more focus on type, to more ornate imagery which would suit on letterheads. This consideration of the logos context and positioning needs to be seriously considered as well as the idea of it been a customizable logo system.
A very structured logo that is more of a build up system rather than a customizable system, it starts of with just a circular icons then makes up to spell the company tagline. While been versatile for 3 different aesthetic outcomes it creates an interpretation of recognition for the icon only logo wich is always sucsesfull like companies like nike can communicate there brand through just the tick now without the need of type.
I tried out an idea of interlocking elements in a sketch I created for the crit and want to advance this idea. Taking influence from Digital medias agency logo created by Blast in 2004 presents the companies multilayered business assists.
This logo shows how simple and clean type only logos can look, the good thing about type only logos is that they are extremely versatile they can be fitted into a number of contexts quite easily. I like the asthetic achieved by positive tracking and parallel leading achieving a structured yet spacious feel.
Playing around with interlocking glyphs and negative space is an interesting idea, I want to show the aspect of "time & oak" if I could combine these two words into a narrowed down set of glyphs in an interlocking way that achieves interesting aesthetics this would be cool.
Suggestive logos are a style of logo that would benefit my logo design alot. I have alot to communicate and I want to communicate it clearly as possible so using subtle icons within the typography is a good way of doing this.
Fooding's logo designed by Elmwood is a representation of the companies experience on offer of preparation, food tasting and appreciation. I don't think it really does that but it looks cool and offers my logo ideas alot of potential through these suggestive icons.
Creating a timeless and extremely clever logo is the ultimate end result for any logo designer. These next logos have presented that for over a century. Taking this idea of creating a timeless logo is my ultimate goal. So taking into account all key elements that make these logos successful will be my main focus.
Renowned for been the most understandable and easily communicated map systems this logo communicates it in a pure typographic form with a simple and instantly recognizable logo icon.
I need to consider how I am going to communicate the heritage and concept of the product through colour, BP presents there logo in green to present there "green" approach to fuel production aswell as considering the positioning of the log within the british countryside so it blends in nice with its background. A little silly as I thought logos was supposed to be high impact not blend in? The typography isn't the key visual they want to present, Its the flower icon to represent the green environmentally friendly concept. Deciding weather my logo is going to be focused on type, image or equal on both is an important consideration too.
Probably one of the most recognizable logos ever, designed in 1886 the fluid script type has stayed with slight interpretations of how its enclosed but since 1886 Frank Robinsons logo type has become a culturally accepted logo repressing the leading fizzy drink worldwide.
The use of negative space is something that can make a logo instantly famous and successful too. The most successful been Lindon Leaders fedex logo he created in 1994. The logo has a huge history behind it but what its most well known for is the arrow in-between the close kerned E & x, you don't notice it at first but when you do notice it its the first recognizable thing you see. This aspect of it made it the most talked about logo to date and had more promotion from word of mouth through lecturers and awards for its simple & clever use of negative space than it did from the companies actual promotion campaign.
The Guild of Food Writers logo created by 300 million. Is a pen nib with a spoon resented in the negative space once you notice this its the most obvious part of the logo. So simple yet it communicates so much, writing and food. The logo has no need for any type.
Few Logo Fails, Avoid these type of pitfalls.
Without going into details of these logos as they all look awful avoid awkward sexual connotations be it subtle or blatant obvious.
Political issues, avoid things like this it can offend alot of people.
Proper kerning and tracking is important, 2 relatively harmless words can come together to become something quite offensive.
Stranger & Stranger Whiskey Branding Projects
Simon Mentioned in the crit to look into this company, I had never heard of this design agency before and they seem to specialize in the alcohol market so obvious have well informed and developed design work archived. Looking at there work will help influence me a great deal there work overall carrys that typical traditional overall aesthetic but look deeper into the detail there use of imagery and use of typography is alot more unique and contemporary than typical brands you see in supermarkets. A nice contemporary adaptation on a traditional aesthetic something I want to play about with.
The main concept is behind them initially looking into ld embossed miners bottles often used in Colorado and the tin cup is a nice addition for use of measuring the drink. A strong heritage linked concept, think about this!
I like how they have gone away from the typical large centre label along the side of the bottle and switched it to a subtle blue label across the slope towards the neck of the bottle. What I'm focusing on here though is how often the logo is used, on the bottle in an embossed production method along with the different materials used through the packaging, another huge consideration to take into account for any brand.
Pressed into the metal seal.
Tagline incorporated into the cork top once the seal is broken, a very versatile logo system.
A very beautifully crafted bottle presenting to me a high end whiskey initially. Produced for Dewars an award winning scotch whiskey the company were required to carry out a whole rebrand across a whole archive of drinks. They considered distinctive shapes for each bottle, relevant presentation gift boxes, labeling and bespoke typefaces to present an individual visual identity for each bottle based on Dewars Heritage. Another Heritage influenced design, coming up more and more its obvious i needs to be a key drive for my logo.
Flaming Heart is a very peaty flavored scotch whiskey, and there intentions was to bring this "peatyness" into the label and packaging, not sure how well this came across but I love the illustrative detail drawing, on first glance the colors and initial aesthetic looks like your typical traditional whiskey bottle label but look further and its something much more contemporary and more of an art form.
Much like Jack Daniels It has a clean black and reversed out white colourscheme. Not much is mentioned about the concept but I see this simple colour scheme a reference to the tag line "straight rye whiskey" creating a visual that represents a "straight to the point" context. No distractions in the bottles aesthetics all black with a an all black seal and accompanying black wrap carrying this brand idea throughout. With a simplistic heritage inspired old style wax style seal on the bottle. This is an excellent example of how a brand can be carried out through a brand something I will defiantly learn from.
Chose these mainly to inspire my aesthetics of the logo when I look into creating something that follows the traditional style of branding on bottles of whiskey, some beautifully crafted bottles, labels and logos.
This one caught my eye the most. I have never seen a whiskey thats promoted as Unaged? The usual focus is on the aging process of the whiskey as this shows an enhancement in flavor. There idea was to straddle the fine line between stripped back and finely crafted. I feel like they have succeeded with this creating a very minimalist overall aesthetic supported by the clear liquid which gives the whole aesthetic a white backdrop to contrast from.
I love the aesthetic of the lower tag, its carried the typical aesthetic that is instantly recognized as the Jack Daniels brand. Creating something that isn't a complete reproduction of a previous aesthetic but still is easily recognizable as that brand through the style of the imagery, type, colors, layout etc is another common theme through successful brand application and adaptability.
Its Nice That Jude Law Johnnie Walker short film.
Browsing through its nice that I found this cool video of Jude Law in a short film/advert/promotion of a new range of Blue Label Whiskey from top shelf whiskey company Johnnie Walker. It shows how a brand can be carried out through video mediums.
To me the short film communicates the smoothness of the whiskeys taste but the complex craftsmanship of the drink and appeal to the masses through the smoothes and "coolness" of Judelaws whole attitude (smoothness) to how he comes to winning the boat (learning to dance when he has no real idea). Sort of a subjective opinion but a very different way of portraying the qualities of a whiskey and using female dancers it adds a certain sexual appeal to the brand as whiskey drinkers do tend to be male.
Theres not a lot I can learn from this as I realistically can't go make a short film to this standard even if I did have a time frame to create a whole brand. But what I have got from this is how a concept or a brand can be portrayed in a very unique way and leave a very subjective outcome that can be perceived in a variety of ways.
Quick Look into Portland USA where Whiskey Elements comes from.
It was mentioned in the crit to look into the heritage of where the product was made. A common trend in whiskey branding and logos is to express the origins, history & heritage of the drink through the aesthetics so I feel for the Whiskey Elements product keeping up this theme would influence a more considered final logo and brand proposal.
Looking into the flag could provide inspiration and influence for colour and also asthetic as I like the linear art work and the rounded diamond created in the white negative space.
Key Points that may influence ideas
Population: 2,314,554
Environmentally conscious state, award Greenest City in America
Known as "City of Roses" for its beautiful flowers
Known for outdoor activities, beer, coffee enthusiasts
Microbreweries and Distilleries
Warm Climate
Kurt Cobain met Hole front woman Courtney Love
Points I have gathered from this research to possibly take forward & consider to develop and inform the logo and brand proposal (Round up of the above key points)
- Experiment with traditional whiskey aesthetics like: Combination of serif, sans serif, script typefaces, Neutral base color scheme of creams, browns, golds.
- Will it be type, image or combination of both.
- Look at color and type and its heritage meanings, cultural meanings and how it links with the product.
- Influence aesthetics of the logo from aesthetics of the product itself (Range of Brown color tones for the whiskey elements/visualize the flavor elements that they offer)
- Add a contemporary twist to the traditional "cliche" aesthetic of current branding and logos.
- Consider he fine line between a unique and generic logo.
- Consider how visual icons, illustrations work with typography.
- How do colour, type, and visual elements all work together, simple colour schemes with complex type and image work better than complex type and image with colour schemes that have lots of tones and hues.
- A subtle suggestion of the brand/product through clever/subtle or subconscious design elements.
- How to give traditional typical cliche whiskey aesthetics a contemporary twist and more considered design approach.
- Consider how things like packaging and other visual aesthetics can cause a placebo effect to the overall drinking experience.
- Advance the idea of customizable logos by thinking about the representation of color. (show different colors to present different aspects of the product)
- Consider illustration styles, vector vs traditional style drawing to achieve different effects.
- Think about if the use of image/icons will work alongside type or interact with it.
- Consider the idea of been very informative in the projects collateral products like packaging for the brand proposal. (Show flavor insights, snippets, sneak preview of information)
- How the logo can be carried across a wide range of elements of the packaging for the brand proposal.
- Keep pushing the idea of presenting a concept of enhancement within the visuals by tying together what both classes of products include in there design make up.
- Consider logo application when creating a customizable logo, if it will need a minimal impact or a high impact, more icon based or more type based. Create a logo that has a versatile system that fits each intended application of the logo.
- Advance the idea form the crit of interlocking elements for the customizable logos.
- How I can create a logo system that initially appears as an icon but can be changed into a type only logo.
- Look into suggestive logos be it subtle or obvious.
- Communicate the products heritage
- Think about playing the brand proposal based on a tag line or a common design aesthetic to create a strong overall brand that can be instantly recognized.
- Consider production techniques, treatments, materials, digital media, print media etc for the brand proposal.
- Based on the products heritage and production location look into the fact that Portland is known as the greenest state in USA, Its named the city of roses for its strong rose growth, known for coffee, outdoor activities, beer, microbrewery and distilleries, warm climate and the fact Kurt Cobain met Hole front woman Courtney Love.
All the above won't obviously be piled into one logo or brand proposal but will form a basis for more stuff to work from, can never have enough source material!
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