8BA Hons Graphic Design: Year 4

This brief required me to design the brand identity of “The Hunter” pub chain, to design 3 beer labels, a bottle cap, a digital can mock-up for one beer, also to design a “beer pump” mockup and lastly to apply my design onto a “Beer Mat”. The target market for this brief was very clear. The consumer is described as an upmarket, male bias, Aged between 35-55. From this information it allowed me to focus my design through the idea of the audiences income to determine a higher quality design and also by stating the male audience. When describing the Lifestyle of the Target Market, it explains that the consumers are intelligent, have more money to spend on quality products and are concerned about ethics.

My concept for this brief was “Tackling the Tay” This refers to Dundee’s history of ‘Whaling’ and in particular the capture of the ‘Tay Whale’. I thought by taking a more positive approach and by showing the beauty of the Whale instead of the negative connotations of the brutality in the capture. By showing the beauty of the Whale’s this allowed me to focus on a more positive aspect, I wanted to capture the Whale as an Illustration which I hand drew and scanned into my computer. Furthermore, I created the underwater scene by creating different waves over the three label designs.