Brief 2 - Cleo tavern Evaluation

Brief 2 – Cleo Tavern Evaluation

Initially this was a brief to brand a tavern in NW, Oklahoma. However, as I began research and developing the brief I realized that the concept would be better fulfilled if I brought the tavern over to the UK and into a sophisticated situation such as Carnaby Street, London. The reason for doing this was because I wanted to achieve two things from this brief, bring heritage into design through processes while achieving something sophisticated, clean and modern. By combining the two places, Oklahoma and London, I could get this feel and look. My aim for the design was to incorporate the original audience; cowboys, farmers and bikers into the design whilst tailoring for the new audience; young professionals. I spent a lot of time researching the style of design I wanted to achieve, and the processes I thought I could use to create them.  At the completion of the brief I was aiming to have furthered my knowledge in working with branding and identity, within a high-end market. This is something I had only begun to touch on in the last module, and was something I wanted to achieve by the end. Through the research I began making appropriate design decisions and generating the brand and identity.  The main problem within this brief was creating the identity and proving that it would work across a range of deliverables, which is why I focused my efforts and developing the brand over the smaller things within restaurants, to help showcase the identity in a novel way. I developed a lot of skills through this project, for example tailoring design to fit an audience, whilst using another audience to inform it. Generating design interior mock ups, which I had to work extremely hard add and at the end I am actually very happy with this, because I didn’t find it easy to begin with. I have also furthered my knowledge in processes, bringing together wood engraving and modern design to showcase the past and the present. Within this brief I also had contact with specialist professionals, such as getting the glass engraved and getting t-shirts embroidered. This involved receiving quotes, and specking up designs so that they could work when sent. This has allowed me to think more broadly with regards to branding, and produce professional looking work, which I did want to achieve.

In order to get the most of this brief I had to work methodically, keeping on top of time management, with regards to organising laser cut sessions and getting work ready. This brief involved creating miniature deadlines and sticking to them in order to produce the process work that I wanted to achieve.

As mentioned, my main aim with this brief was to create a cohesive branding and identity with a focus on bringing together heritage and modern aspects of design through the processes and range of deliverables. I also wanted to prove that the identity created would work, and I am happy with this brief, because I feel I delivered what I initially set out to do, whilst learning a lot about the elements of design and branding. 

Ougd303 Brief 2

Cleo Tavern Development Boards

I have grouped together and selected the main development parts within this brief, ranging from the research to the logo design and identity creation. From this it follows the development of the identity across a range of deliverables involving processes and design.

Dylan Thomas Development Boards

With this brief I have collected all the main parts of development from this brief. Covering the design and processing experimentation, resulting in the desired effect or failing and having to fix the problem. It also documents the change within the brief and swap of concepts and content.

ISTD Development Boards

I have gone through this brief and documented the transition of this concept from the initial range of ideas, to the development stage and the wood processing. I have documented the range of development and packaging, covering the exploration within this brief.

Lulu Boards (developed)

Dylan Thomas - final posters

Here is the range of posters that i have created, although not all of them have worked when they are laid out like this i am happy with the array of different processes used. Now its going to be a case of photographing them, and tweaking the ones where the finishs wasnt what i wanted.

Finished Posters

Mocks ups of wrap

Today i got the samples of the style of wrap around packaging for my ISTD, they were only small sampels showcasing examples of the different seems, zips and folds. I decided on picking combination between both the zip and fold over design. That way when it's closed it can be zipped shut. It also gives the packaging a 'slow' reveal effect, so you have to peel back the case to see inside.

Emboss

Today i went an embossed my undermilk wood posters. I printed the book on the summerset satin stock and then took it to textiles. I managed to wet the paper and put it through the machine. I was nervous about wetting the paper, but it turns out the ink wont actually run. it diffuses a tiny amount but nothing drastic.
Originally i had done some samples of the emboss to see how it would work, and they worked great. However, when i went to put the posters through and when they came out the emboss was subtle, and you couldn't tell the difference at all. This was extremely annoying, i think there were two problems the emboss pressure wasn't enough and the wood was too thin so it couldn't give a deep enough emboss, but that was the thickest that i could put through. So this print hasnt really worked, but the concepts is there. I may photoshop the effect to make it stand out more. In the future i think i would use a thicker piece of wood, and possibly highten the pressure.

Animal Farm - Change

Originally with with Animal Farm design, i was going to print the a clear vinyl that i would then place over the top of the print out i had already done. I wanted to apply something clear, because the story in this book and the way its told is 'clear'. It doesn't hide anything or complicate things, but there was a problem with this because digital print ran out of clear vinyl and wouldn't be getting in any time soon. So i have instead, decided to print it onto the clear film separation downstairs. This means printing the whole book on the clear sheet, i actually think this will work better with the concept than my original idea. 

Logo ideas

Now that the designs for the posters are all done, and im in the process of completing the finishes as this brief was on a hiatus while i finished my other briefs. 

I have decided to start designing and developing the branding for it, as well as the packaging. I wanted this to be a fairly rounded brief so that it was fully contextualised. Initially i have started out by creating a simple typographic logo. I want to appeal to the sort of audience i am aiming at, readers non readers, book shop visitors etc. So by choosing to use a serifed font, it mimics the style of books and will work in the intended environment. 

[ INITIAL SKETCHES ]

[image of fav logo]

ISTD National geographic idea

After establishing the grid and the font, i have played around with various layouts and styles for the publciation.
When you see large articles in NatGeo, they tend to be fairly simple in their layout especially when you want the images to speak for themselves. So following this idea i have created fairly simple layout, that is focused on the images as opposed to the text, and therefore only using the text to help clarify information.
The images defiantly need tweaking and lightening, as they are too dark. But at the moment i am happy with the structure, and i think it clearly showcases the work and the style.

Cover:
With regards to the cover, i wanted again to create something simple that spoke for itself. By encompassing both the trees and the vectored pattern it can showcase the crossover and then by applying the appropriate type it gives it a realistic feel to it. I did have to spend some time editing the national geo title because i don't own their font. I got it as close to their's as i possibly could. [font used and edited]
Also, for the banner of yellow around the outside i used the pantones to match it as closely as i could. [pantone number]

Van Idea

After going through the boards for my Lulu brief, i realised that although this brief is about the delviery element of the products i hadnt actually considered the main delivery method..the transportation. Realising this, it was fairly easy for me to use the identity that i had created and put it across a range of van ideas. 

I researched the style of van i was looking for. Because Lulu is a small high-end brand, it meant that it would only need a small delivery van. This would then encompass the deliverables that i had already designed, bringing together the delivery and products.

Going with the general style of the design i wanted it to be simple, and kept in mind the sort of graphics i notice when im driving on the motorway. They tend to be simple, easy to read and uncomplicated. So they have impact, that can stick with people and that's what i aimed to create. 

// notes

CT Interior

In order to give some more definition to the identity of my brand, i have been playing around with the idea of transferring the identity onto an interior. I did contact interior design to see if they'd collaborate but non of them responded so its down to me. I sketched out some ideas for the interior that i like, and visualise for the brand and from there vectored them up. I think the vectors look fairly poor. It gets the point across, but in a certain way i prefer the drawings because it makes it more organic, not that my sketching is anything to write home about but it feels a bit more realistic. So i may try and get someone to draw it for me in a better way, i shall have to see.

Sample - Wrong

After establishing that i was happy with the cut of the design, i selected the initial LOTR piece and send the design through. I realised soon into the cut that the Laser cutters settings were initially wrong, so it went over the design 8 times as opposed to 2. So i had to abort the cut, and therefore scrap this cut, which was annoying and means i will have to re-print it and send it through again.

Deliverables

I spent some time this morning trying to work out my deliverables, and what is still yet to be done. im focusing on getting these briefs finished or as close to being finished by the end of Easter, because im ready to put them to bed. It will also give me the opportunity to take stock of what is still yet to be pushed, i feel i want to.

SO.

Cleo Tavern Brief:

DONE: 

Tea Matt

Coster

Menu

Glass

Shirts

Compliment Slip

Glass

TO DO:

PRINT - Thank you cards // Menu content

Rivet the menu together

Note Pad

Wine sticker and carrier

LULU Brief:

DONE:

Tissue Paper

Hampers

Stickers

Tags

Envelopes

Solid Tags

TO DO:

PRINT - Invoice // Invoice holder

Stickers to go on envelopes

Email

Get Ribbon

Get envelopes sewn shut

Re-Do delivery info-graphic

ISTD:

DONE:

12 Boards Laser Cut

TO DO:

Publication to go alongside

Fashion Student help

I spoke to a fashion student yesterday about the possibility of her helping sew my envelopes shut with the label. She told me to bring  in the envelops i want and the material on Friday so we could work out the best way to do it.
I went to see her today and showed her my idea:
[skltch]
and she told me that it would have to be done on a domestic sewing machine which she has and that she would do some samples and then send them through to me tonight, so that when im back in Uni we can pick one and she could do it for me.
This has worked out amazingly, and i offered to help her with anything she needed doing in the future to say thanks.

[photo]

Laser Cutting

I've just found out that laser cut wont be open over easter at all, so im going to have to push the production up and proprieties the work that really needs to be done before. It isn't too much more, i was planning on getting the Dylan thomas briefs done over easter, but now that i cant im just going to have to focus on producing the ones that need a laser cutter this week.
The other problem with this is that digital print is fully booked pretty much, so im going to have to try and get as much printed as possible in drop ins.

what needs laser cutting:

DYLAN BRIEF:
LOTR
GEXP
UMW - Second one

CLEO TAVERN:
Main menu
Drink matt
Drink Menu

LULU:
NILL

ISTD:
4 Other boards
Publication box - Not essential as long as its designed and specked i can produce the week after easter.

Processing Timetable

I have put together a timetable, hourly, for next week. I want to focus on getting as much of everything produced next week so that i am going into easter with those briefs, producing wise, under way. That way i have enough time if everything goes wrong to fix it, if i run out of material etc. I want these briefs to be finished by the time i get back, and i need to get the ball properly rolling to get that done. 

(My constant reminder)

Evaluation of Each Brief

I thought it best to do a small evaluation of each brief, in order tog et my head straight on what needs to be done next and where to go from now.

LULU - I now have the range that i want and the brand and identity. Its now a case of starting to produce the work to try and see what is working and whats not. It will now be a process of experimenting and pushing the design to see where i can further the range, possibly considering on-screen design.

CLEO TAVERN - Brand and Identity, done. Need to start producing to make sure formats work. A lot of processes are to be involved with this brief. I need to work these out so i can start the next stage which will be indoor signage and spacial design.

ISTD - Design and identity is done. I need to get the wood, which is proving tricky - may need to veneer the wood. Get the 12 produced, and then work out the format for the publication and how that will be housed. Once done re-evaluate and push the range.

DYLAN THOMAS - All ideas and designs are done, as well as the initial mapped out processes. Need to start experimenting to see if the techniques will work and whether the processes are actually appropriate.

YEARBOOK - This is by far the most unfulfilling brief i have done this year. The clients wont comply and i dont feel i am learning anything from it and it was supposed to be substantial brief. So i am going to take on a new brief, possibly from one already done in my smaller briefs. I am at the stage with my other briefs are in a position for me to push and develop. I feel i can take on a new brief to replace the substantiality of this brief. I have a variety of briefs I have shown interest in that i am going to pitch for, whether i get them or not i will want to take one and develop one.

Re-Evaluated ISTD BRIEF