N G E A P R O A E GE H T o _- BREWING CO EST
2013
The Brief / background : Hoping to start stocking our ale in bars and pubs across Cumbria, we will need to produce the relevant packaging and promotional products needed. Providing the beer is well received, products such as tap signs and beer mats will need to be designed.The beer will also require promotion for events such as beer festivals where a banner or sign will be necessary to promote the brand. The Open Garage Brewing Co. does not currently have a website. This may be a useful platform for people to find out more about the brewing process and how the different beers are made. The craft beers produced by The Open Garage Brewing Co. are usually bottled, so you will need to design the packaging to transport the bottled beer. Concept / Proposition We will design all of the packaging and promotional products needed to effectively transport and promote the Open Garage Brewing Co. beer. The packaging I design will need to be innovative and memorable so that the beer attracts attention which is very important due to the large amount of bottled beer on the market. I will also produce a website and leaflet / zine that will contain information about the brewery and how the beers are made. The website will be a very important platform as it will be most people first port of call if they wish to contact the brewery about stocking the beer. All of the products I produce will have to work as a set which will help to create a strong brand. I will also try and push the product range am much as possible to provide The Open Garage with all the products needed to help the business succeed. Innovative – different to other beer labels Eye-catching – if it was on a shelf it should stand out and have a presence Memorable – people remember the brand so next time they come to the event they recall the label and branding Contemporary – modern, up-to-date, it should reflect the nature of the events Deliverables Beer bottle packaging Open Garage banners / promotional products Beer mats & tap signs Open garage information leaflet Open garage website
Andy Foster & Martin O’Dea
Open Garage Brewing Co.
OUGD603
Research: Using a design sprint methodology, we researched into the expanding market of ale drinkers, analysing statistics and trends that would allow us to best identify the audience. existing sites, packaging and bottle deisgn. We also looked carefully at the web offerings of craft breweries. The packaging we looked into was playful and inventive and were often able to do unexpected things with the traditional label format.
Andy Foster & Martin O’Dea
Open Garage Brewing Co.
OUGD603
Concept: We wanted to make the process fo buying and drinking beer more interactive, social and fun. It was also important to celebrate the Cumbrian origins of the brewery. With this in mind, the names we decided for the drinks were Jinny Spinner and Fodder Gang, two terms that originate from cumbrian dialect. For the label, we designed a format that would allow drinkers to use a stickerbook found on the back of the bottle to create their own character on the front. This format invites playfulness amongst social groups.
Andy Foster & Martin O’Dea
Open Garage Brewing Co.
OUGD603
User Testing: To test out the format, we printed out a prototype in black and white on sticker paper and cut them out by hand. This would allow us to conduct user testing, leaving participants to construct a face using up to 6 pieces. These sessions were very helpful at identifying what was working, which pieces were more popular than others and collecting suggestions of what pieces to add. This was a very valuable process for us, allowing us to gain a lot of specific feedback which will help us finalise the design.
Andy Foster & Martin O’Dea
Open Garage Brewing Co.
OUGD603
THE OPEN GARAGE o _ - BREWING CO EST
2013
Outcomes - Brand To test out the format, we printed out a prototype in black and white on sticker paper and cut them out by hand. This would allow us to conduct user testing, leaving participants to construct a face using up to 6 pieces. These sessions were very helpful at identifying what was working, which pieces were more popular than others and collecting suggestions of what pieces to add. This was a very valuable process for us, allowing us to gain a lot of specific feedback which will help us finalise the design.
Andy Foster & Martin O’Dea
Open Garage Brewing Co.
OUGD603
Outcomes - Bottle To test out the format, we printed out a prototype in black and white on sticker paper and cut them out by hand. This would allow us to conduct user testing, leaving participants to construct a face using up to 6 pieces. These sessions were very helpful at identifying what was working, which pieces were more popular than others and collecting suggestions of what pieces to add. This was a very valuable process for us, allowing us to gain a lot of specific feedback which will help us finalise the design.
Andy Foster & Martin O’Dea
Open Garage Brewing Co.
OUGD603
Outcomes - Packaging We chose a very simple format for the packaging, using a mountboard construction held in place by a colourful bellly band. We designed this to be structurally strong, as well as able to be easily and quickly reproduced as needed to meet the short-run prduction of the beer. For this photoshoot, we played off the strong colours of the two drinks and aimed to highlight the playfulness of the brand and the products.
Andy Foster & Martin O’Dea
Open Garage Brewing Co.
OUGD603