This blog looks at how we created the artwork for our labels and bar lenses. Rather than have us tell you about the process, we interviewed the guys that created the artwork - GTR Design Dept. - and their Head of Design, Kris Ellis, to get his insights into the design brief, concept creation and specific demands of label/lens design.
How would you describe the initial brief?
The brief we were given was very open. The client was at a point where he didn’t know the best route forward in terms of the look and feel of the brand, so we set out to present 3 very different concepts as starting points.
How did you go about turning the brief into concepts? What was the process?
Three designers and an art director read through the brief and then discussed the options and came up with some ideas. From there, each designer worked on an idea up to presentation stage and we presented the three routes – one graphic, one typographic and one illustrative - to the client, for feedback. The client loved the illustrative route, and from that point on the team worked together to get that route to the approval and completion stages. From presentation to completion the process took around 6 weeks.
What are the challenges in designing labels and bar lenses?
The formats for beer labels and bar lenses weren’t ones that we were particularly familiar with. Certainly for the labels there was a lot of trial and error in getting the sizes of each component and detail right; the legal considerations of size and placement when designing packaging was something we’re not overly familiar with and was a good learning curve. The bar lenses were a much easier task as although very different in format to the labels, we were able to apply our knowledge of similar formats such as badges and beermats to the process.
What are the differences between designing labels and bar lenses?
The difference in format was the greatest challenge – transferring a design from landscape rectangular to circular format can throw up certain challenges, so we had to be selective about which elements would work best and ensure the message was intelligible and appealing.
Which design do you like the most? And why?
My favourite is Afrobeat. I love that illustration and colourway, but if you ask any of the design team they’ll all give you a different answer. That’s the great and yet hardest thing about design – it’s subjective. Our job is to create something that people will notice, be interested in, and will take seriously – and we’re delighted that the work for Beatnikz Republic hits the mark on those fronts and we look forward to continuing to work with them in the years to come.
Hope you enjoyed and thanks for reading,
Paul Greetham | Founder & Brewer | Beatnikz Republic Brewing Co.