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