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Pacific Pilsner Steam Train in Summerland, British Columbia
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VANCOUVER
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acific Pilsner is a Canadian beer brewed in British Columbia. The brewery, Pacific Western Brewery, was founded in 1957 in Prince George. A nearby freshwater spring provided the water necessary for beer-making. Originally, the brewery went by the name Caribou Brewing. PWB was the first Canadian brewery to sell in China and Russia.
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Mission F
“The big question is: how can you stand out from the rest while staying true to your brand?”
rom the beginning, the task has been to breathe new life into a design with a history. PWB has loyal, but aging customers, and has no intention of losing them. However, with an eye to the future, the challenge has been to reach out to the next generation of customers.
Men who like fishing, camping and hiking like Pacific Pilsner, regardless of age. In order to catch the eye of a younger group of beer-drinkers, we’re mashing up traditions. Retro is the new futurism. What’s old is new again, and so, the new direction will take inspiration from the past.
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Thumbnails “...re-capture some of the existing magic of the current branding.”
T
he first stage of the production process was to create a moodboard, which can be seen at the top of page 5. Camping, vans, road-tripping, and fly-fishing provided inspiration.
The next phase of production is to create some thumbnail sketches. In nature, this phase is looser and experimental. In addition to fly-fishing, the idea of typical BC vehicle imagery came into being. Seaplanes, cargo ships, sailboats and the BC train line were incorporated into designs.
An early phase in the candesign process was to experiment with imagery. These ten thumbnails represent that experimentation.
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Label Mock-Ups
A
fter thumb-nailing, the next stage was to create a few digital mock-ups. For this purpose, three ideas were selected. Planes and sailboats were folded into the same design, where trains retained their own design. The third was that of a tent in a field at night beneath a starry sky.
The designs were then peer-reviewed. Overwhelmingly, the response to the train imagery was positive. In addition, it was suggested that the logo from the seaplane design was strongest and that it should be combined with the train imagery.
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At the far left is the first vector version of the can. To its right are three colour variations. In addition to colour, the size and scale of the wordmark was experimented with.
Colour Variations
O
nce a runner was chosen, it was necessary to create a vector version of the image. The previous version was made from raster and in order to create a version that could be used in the maximum number of applications, vector was needed.
The first version employed a very bright and fresh colour palette. Objects nearer to the viewer were darker and became lighter and lighter as they approached the horizon with the exception of the train which appears in silhouette.
Subsequent versions were recoloured using Adobe Illustrators recolour artwork feature. These colour variations were much darker than the original.
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Final Version NO PRESERVATIVES.
PURE SPRING WATER
BREWED RIGHT. HERE.
Pacific
BEER ISO BIÈRE 9001
Pilsner Pilsner
473
BEER BIÈRE
ML
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5%
VANCOUVER
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PACIFIC WESTERN BREWING CO. PRINCE GEORGE BRITISH COLUMBIA, CANADA UNION MADE
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T
o date, this has been one of my favourite projects. As a beer-drinker with some two decades (give or take) of experience, I could personally relate to the subject-matter. This is not to say that I created the best can design in the classroom. Only that I am satisfied with my own effort and the result it bore.
It is a quality of my character that I am competitive by nature. This is alternately a curse and a blessing. In addition, I find that I prefer to lag behind a bit early on in a project so that I can see how the class is approaching a project as a whole. In this way, I become inspired by the work of the other students in class. I am fortunate to be in a classroom with so many genuinely talented students.
In this project, I was happy to execute every step along the path of ideation. Mood-boards, thumbnails, digital mock-ups, and variations of runners are incredibly useful for refining your ideas.
Like sculpting with stone, we start with a jackhammer, then a chisel, and finally sandpaper.
Exit Reflection FEBRUARY
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