I will design packaging that visually dramatises the fusion of art and music for the use of all communication channels. The work must reflect the contemporary, vibrant, dynamic, and unexpected nature of the shared live experience. I will make it versatile enough to operate across a diverse range of communications channels and as the base for the campaignes visual identity for the next three years. Beck’s defines itself with its advertising creative platform of ‘Different By Choice‘ so my work will support, enchance and possibly incoroprate this message. I may also design an advertising campaign to go with the packaging design.
My comaparitive research will be other leading brands of beer such as Fostors, San Migel, Stella, Heineken, Carling, John Smiths, Budweiser, Kronenbourg 1664, etc. I will be looking at their different types of packaging, labelling and their website an compare it to Becks existing branding to establish the differences, and how Becks packaging could be improved. I will also study the existing Becks packaging and the history of their packaging.
The target audience is 18-34 year old men and women with a progressive, optimistic outlook and who value independent thought. Constant discovery and a hunger for fresh social experiences drives this group, wether that’s a club, gig, gallery or cinema. Becks always strive to challenge their audience and are unconstrianed in which beer brands typically operate. Becks should always communicate as an equal with its consumers.
Becks packaging consists of green glass bottles and cans with the silver, red and black logo. Becks also have a non-alcholic version which has a different coloured logo that is blue instead of red. They have a six pack of bottles which has a carboard holder that is folded around the bottles to keep them together, the larger packed of eighteen etc are contained in a large cardboard box. For over 20 years the Beck's bottle has been the canvas for some of the biggest names in contemporary art, including Royal College of Art graduates Tracey Emin and Jake and Dinos Chapman. From the 1st August four bottles where designed containing different artists work for limited time only. The current use of imagery on the bottles is the usual Beck’s logo. On the outer packaging the background is dark green with a picture of the top of a bottle in front of a light effect, and it has a large Beck’s logo underneath. The current design is very simple and uninteresting, and it needs to be made exciting to stand out from all the other leading brands.
I intend to research the different types of packaging there are for beer in the supermarkets by collecting examples and takeing pictures, and also look on the internet for existing becks beer packaging and the different types of packaging they have produced. I will look on their own website for ideas www.becks.co.uk. I will also look at other interesting websites I have found that specialises in packaging design www.itw-autosleeve.com/hicone-stretch-band.htm and www.brandpak.net/. I will research packaging design books to get ideas on interesting an usual packaging that I may be able to use, such as:
Special Packaging Designs by Agile Rabbit; 1000 Bags, tags and labels by Cullen; More Packaging Prototypes by Denison; The Designers Packaging Bible by Editors of Rotovision; The Packaging Design and Templates Book by Herriott; Packaging Design: Successful Product Branding, Concept to Shelf by Klimchuk; Packaging Design for Specific Consumer Groups by Stephenson; and Remember When by Opie.
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