Critical analysis

Critical Analysis

Becks Beer

For the Becks beer brief, I chose to create cardboard packaging for a four-pack, six-pack and eighteen-bottle crate and a small advertising campaign consisting of two posters. I will visually dramatize the unison of art and music within the lifestyle built around Becks Beer to challenge and inspire young people, using my own imagery and use of text.

For my comparative research I have looked at how other leading beer companies advertise and brand themselves. Using their packaging, labeling and website. Using a website called adsoftheworld I have looked at – Heineken, Absolut Vodka, Amstel, and Corona. I have compared them to Becks current branding and i have determine what changes could be made to target the desired audience more accurately.

As I will be trying to reach men and women between the ages of 18 and 34 with a progressive, optimistic outlook and whom value independent thought, the packaging and posters must be bright, eye catching, and original. I have been looking at many other beers packaging at their points of sale in supermarkets, to help me pin point which designs caught my attention and had more impact than others and why.

In my research on alcohol advertising I found rough guidelines which designers should follow when advertising an alcoholic beverage:

▪ It may not be aimed specifically at minors or, in particular, depict minors consuming these beverages;
▪ It shall not link the consumption of alcohol to enhanced physical performance or to driving;
▪ It shall not create the impression that the consumption of alcohol contributes towards social or sexual success;
▪ It shall not claim that alcohol has therapeutic qualities or that it is a stimulant, a sedative or a means of resolving personal conflicts;
▪ It shall not encourage immoderate consumption of alcohol or present abstinence or moderation in a negative light;
▪ It shall not place emphasis on high alcoholic content as being a positive quality of the beverages.

I have looked at net designs for the packaging of the beer, I looked at a book called Special Packaging where there was a separate chapter within the book for the packaging of bottles and tins, the book has helped me a lot.

Faber and Faber

I had chosen to do the ministry of sound brief, and had worked on the research for that project including gorilla advertising, record labels and London nightclubs, but after some thought have decided to do the Faber and Faber brief instead as i think it is better suited to me as a designer.

I have researched the books in the "Faber and Faber Reel" series, and have printed off the current covers of the films within the brief. For my initial ideas i plan on experimenting with type and different typefaces, i want to create a simple yet eye=catching design for the book covers, which as are all from the same series be consistent and instantly recognisable to the consumer/reader. My final outcome for this brief will be a folder of research, initial idea and development drawings, printed designs and the final cover art.

For my research i will go to Waterstones in Canterbury city center and look for other series of books and see how each cover relates to another to show another designers use of consistency, and how effectively they work. I will use the internet and college library to look at other book publishers, and find examples of existing film script publishes.

As the books are of film scripts, each film will have a different age group to be targeted, depending on the story line and the films age certificate, knowing this, i have to creatively use typography to attract a large age group range effectively. The books generally will be attracted to film enthusiasts, and therefore the cover artwork must be original, fun, cutting edge and exciting.