Initial thoughts
The aim of the label is to have a shop sign aesthetic, this acts as a template for each label, creating a consistent brand image. This is inspired by the old shop signs which are seen in historical pictures of Pocklington and various other old English towns & market places.
Within each frame, a series of words is shown that describes exactly what the consumer will get. The aim is to create a traditional looking brand image that appeals to the craft beer market and also the target of existing drinkers aged 30-45 that usually purchase the bottles in traditional pubs.
Pre-Photoshop
Before I get into Photoshop to add textures, I am creating the overall template for each label.
The large space of colour which will form the background below the type is shifting how the colour of the frames are seen.
Details
The beers are as follows, I have highlighted the key bits to put on each label.
Cliffhanger (3.8%): a refreshing hop-laden golden ale, infused with a wave of citrus notes.
Brewed in honour of volunteer Coastguard Rescue Teams.
Flying Man (3.8%): Only available in bottles!
Brewed to remember the 18th Century stuntman Thomas Pelling - the infamous 'Flying Man of Pocklington'.
10p per bottle goes to Pocklington's 'Flying Man' charity.
Tail Gunner (4.0%): A dry-hopped rye session ale with a reddish hue.
Brewed originally for the Jubilee celebrations and called 'Q-Queenie' to revive the name of a Halifax bomber that flew from RAF Pocklington.
The new name honours Sgt Lincoln Orville Lynch DFM, a Jamaican air gunner who served with 102 Sqn.
Best Bitter (4.5%): a brass-coloured traditional special bitter, designed as a malt showcase
and crammed with Goldings hops.
Bad Kitty (5.5%): a chewy chocolate vanilla dream of a porter.
Cave Ungues Felis.
Sunshine (5.7%): our take on the 'winter warmer'.
An East Yorks version of the fashionable US West Coast hop-forward IPA.
Bitterness is balanced by malt sweetness in our IPA and dry-hopping rounds out the aroma.
Three hop types in this one, to justify the 'sunshine-in-a-glass' claim.
Just what you need to brighten a grey winter (or even summer!) day!
Look out for it in black - an IBA variant! We've called it Eclipse (do you see what we did there?) and dry-hopped with Citra.
Burnout (5.8%): a robust peat-smoked porter brewed in collaboration with York University Real Ale Society.
We invited the Society to join us for a brewday and expanded the brewhouse intelligence quotient tenfold.
See what I mean? This is the result.
York 800 (8%): A one-off imperial Russian stout
Find it in bottles at The Maltings in York.
I believe that giving the information of the typeof beer is the most crucial step for this brewery, they have a varied range of core beers and need to tell people this in layman's terms.
Brief
Process
Type will be the grabber for this label, it must inform and in some cases and depending on the blurb given by the brewer, entertain.
Brass Castle stated that they wanted a "Unisex" image, it is my intention to appeal to female craft beer drinkers whilst not excluding the male drinker. As typography will be the main focal point of the aesthetic, it is imperative to choose the correct font. It must stand out, give impact but have a width and X-hieght suitable for a small space.
Nimbus Sans
After much deliberation, I have chosen Nimbus Sans as the type for he labels, the curvature in the "R" adds a touch of feminintiy and delecasy even in the heavier wieght of the font. This will need kerning and leading with each individual label, I believe that this font is flexible enough for the small canvas on the bottle.
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