Taste A Crafted Mind

Taste A Crafted Mind VL | 15082751D MMCD Weekly Logbook

CONTENTS Background Research Final Outcome

BACKGROUND

Information

Client: Craft Beer Association of Hong Kong

Direction: Beer Labels and side tools

Background Of Craft Beer And What’s Special About Them

Ingredients Brewing process Flavours

Background Of Two-Part Allegorical Sayings Local slangs Uncommon nowadays Represents Hong Kong

Why do I start this Project

In ancient Chinese history, wine and beer are always related to cultural activities, such as 吟詩作對 in old times. Nowadays people seldom treat and consume alcoholic beverages in this way. They consume it in great amount without tasting them seriously or appreciating the knowledge behind. This has given me an opportunity and potential for this project, to remind them the beauty of hand crafted products, and to admire, strengthen local culture.

Two-Part Allegorical Sayings

Local Craft Beer

What are they in common?

Relationships between Local Craft Beer and Two-Part Allegorical Sayings:

Both Local, can represent Hong Kong Require people to think by themselves Each of them (bottles / sentence) has special meaning Enjoyable, fun and remains a strong impression Indirect and not so straight forward

Also, the process of drinking and guessing riddles can arouse the interest of drinkers and give them the experience like Riddle-Guessing Festival (猜燈謎)

Aim

To promote local craft beer to Hong Kong people

Let local citizens familiarize HK craft beer brands

Objectives

Encourage HK people to admire and appreciate the beauty of hand-crafted beer Promote local wisdom and culture of language and hand-crafted product

Target

Young Adults Adults

Final Outcome

Set of Beer Label Set of Beer Coasters Beer Menu

RESEARCH

01

Moonzen Brewery Hong Kong Beer Co.

Brewery Visit

Site Visit and face to face interview in Moonzen Brewery

Site Visit and face to face interview in Hong Kong Beer Co.

02

80 Online survey results are collected

Online Survey

Commercial Beer 26.7% Craft Beer 73.3%

Interviewees who prefer craft beer or commercial beer more

Seldom 55.6%

Interviewees who can clearly identify two-part allegorical sayings

03

Experts Interviews

Philip Hafstad President of Craft Beer Association of Hong Kong

CK Operation Manager of Hong Kong Beer Co.

Michele Raphael Founder of Moonzen Brewery

Hayson Liu Lecturer of HKU BA in Chinese Language TV Host of broadcasting programme about two-part allegorical sayings on TVB

“There is a need for Hong Kong people to increase their Chinese Language level and sense of preservation on local languages.�

Hayson

Interview with Hayson Liu, HKU lecturer and TV Host

“We hope more people can understand local craft beer and learn to appreciate them. It would be even better if we can start educating them when they are tasting them.�

CK

Interview with CK, Operation Manager of Hong Kong Beer Co.

Research on Existing Local Craft Beer Brands

Young Master Ales

Logo of Young Master Ales

Brand inspired by the movie Young Master

A Total of 25 kinds of craft beers are created and brewed

Moonzen Brewery

Logo of Moonzen Brewery

Brand inspired by Chinese Gods and character Moonzen

Around 30 kinds of craft beers are created and brewed

Hong Kong Beer Co.

Logo of Hong Kong Beer Co.

Brand originated from Germany, HK is their first brewery in Asia

A total of 6 kinds of craft beers are created and brewed

Heroes Beer Co.

Logo of Hong Kong Beer Co.

Brand inspired by ordinary heroes in life

A total of 4 kinds of craft beers are created and brewed

Label Materials

Paper texture are easily broken with water evaporated from the bottle

PVC stickers are able to hold the bottles stronger and uneasy to fall off

Shapes of Coasters

The shape of square coasters are too similar with my beer labels

Special shapes coasters will increase the cost of production

Most common coasters and more challenging in arranging the layout

Oval shapes, in my illustrations might create a lot of empty spaces in the layout

Materials of Coasters

Special operated coasters can catch attention of users but it will also increase production cost

Cork texture is great for water absorbing but the color printing on it will be limited and affected

Water absorbing thick papers are easier for mass production and more flexible on printing method

Menu Design Research

Clipping the menu on a hard board with clip above can provide greater flexibility to readers to read all pages clearly However, with continuous flipping action, ordinary paper type will be broken and wrinkled easily

Survey Result on Top 3 Reasons for liking Craft Beer

Support Local Brands Want to Try Something Different More Appealing in Packaging and Design

Survey Result on People Correctly Getting the Answer of Two-part Allegorical Sayings Correct 17%

Wrong 83%

隔夜油炸鬼—無曬⽕火氣

Correct 20%

Wrong 80%

太監騎⾺馬—無得頂

Survey Results

People are interested in craft beer and eager to try new stuff with attractive designs and graphic elements. At the same time, not many of them can correctly identify the answers of two-part allegorical sayings in the survey, showing the lack of knowledge and fading of local slangs.

Visual References

Geometric shapes and simple strokes are the styles that I want to input into my design

I have also took reference on Chinese hell banknotes as reference on the graphic styles

Labels designed in cans and bottles

Japan and US Craft Beer Labels

Beer coasters with different shapes and packaging

DESIGN PROCESS

Possible Deliverables Set of Beer Labels Set of Beer Coasters Beer Carrier Beer Menu Set of Posters Introducing Local Craft Beers Set of Photography Advertising for Local Craft Beers

Art Direction 1 Photography

However, these kinds of advertising photography style is not suitable for the project as the experts have expressed their unwillingness to turn craft beer into something too commercial and profit-related.

Therefore, I have fine-tuned my idea and link them with local culture to emphasise on their values.

Art Direction 2 Illustrations

Sketches & Development

Illustration Style

1st Attempt

I found this kind of illustration style too detail and realistic, which does not suit with the personalities of craft beer and two-part allegorical sayings

2nd Attempt Then I have turned the strokes into straight lines with sharp corners.

However, it doesn’t look too attractive and pretty

Final Attempt I have applied straight lines with round corners and color box onto the drawings to make it bold and attractive to look at

Characteristics of My Final Drawings

Less details and clear edges

Natural Strokes with round corners

With spontaneous positions of color bricks

Color Scheme

A set of 10 colors is chosen for the illustrations in order to make the whole design more cohesive and united. The colors picked are bright and vibrant, which match with the tone and characteristics of local craft beers and two-part allegorical sayings — bold, interesting, attractive and full of colors.

Typography for Chinese and English two-part allegorical sayings The reason for applying this Chinese Typography is that it has clear strokes and exaggerated edges.

The hand written style also matches the drawings

Ò‰à°˜Ò¸à ¬à §à·§Ûª 5BTUF " $SBGUFE .JOE "#$%&'()*+,-./0123456789:; BCDEFGHIJKLMNOPQRSTUVWXYZ[

Typography for Beer Name This English typeface also got the hand-writing characteristics that suits with the hand-crafted beer in the project, making them more consistent.

Fredericka the Great Taste A Crafted Mind

ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqrstuvwxyz 0123456789.,:;?!#&%

Illustration with Matching Typography

Application of Vibrant Colors and Typography

Two-part Allegorical Sayings in labels describe the taste of that craft beer

Two-part Allegorical Sayings in coasters describe the knowledge behind craft beers

The upper and lower corners of the labels imitate the wine label in old times in China The graphic below printed the name of the craft beer and the explanation and answer of the ridder are written aside of the label for drinkers to read them Material: Yellow-ish Chinese Paper with thin PVC on it

The upper side of the coasters are printed with graphics and the riddle, at the back of the coasters are the explanation and answer of the riddle with craft beer knowledge on it

Material: 1mm thick paper with water absorbing function

The upper part of the menu pay tributes to the ancient Chinese wine label design and combine it with the word BEER

The paper materials chosen for the beer menu are 250gsm Chinese-style paper, with slightly yellow-ish color to prevent easily broken paper

Final Outcome

Illustrations

Illustrations

A Set of 5 Beer Coasters

A Set of 5 Beer Labels

Mock Ups

Beer Menu

A1 Info Board

Actual Product Shot at TAP

Coasters delivered to TAP’s manager Fish

Coasters are displaying and distributing at TAP the Ale Project from now on

Address of TAP the Ale Project: G/F, 15 Hak Po Street, Mong Kok

Thank You