Critical analysis Becks Beer 10/2/2009

For the Becks beer brief, I have chosen to create packaging for a four-pack, six-pack and eighteen-bottle crate, an advertising campaign consisting of four posters and a mock up of the Becks Fusions homepage.

So far on this brief I have been experimenting with the use of type and how I can fit and interlink words together to create a background for the packaging or posters, or put the type within an image, for example selecting the outline of a beer bottle and using “paste into” in Photoshop to create an image of a beer bottle using type. Some of these initial ideas I have put on my online blog. After doing these initial ideas I have started to place the type onto images that will also reflect the music side, for example images of bands playing live in front of large audiences such as at Reading or Glastonbury. I want to use a lot of black within the image to stick with the Becks guidelines and also so the Becks Fusions logo can be incorporated correctly. I am also going to use the Becks Fusions life form from the YCN pack. The typeface used must be Avant Garde.

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

After looking at net designs for the packaging for the Becks beer packaging, and looking in a book called Special Packaging where there is a separate chapter within the book for the packaging of bottles and tins, I have chosen which nets I want to use for the newly designed Becks packaging.