Research / Jason Munn & Little White Lies

May 7, 2014 § Leave a comment

Some work I really like, Jason Munn’s one of my favourite minimalist artists, his concepts are incredibly clever, but very simple. The Little White Lies magazine covers are brilliant also, so all of this is inspiration for my own work.

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Tyler / Words & Personality

May 7, 2014 § Leave a comment

“Think for yourselves”

“Do what fuckin’ makes you happy, cos at the end, who’s there? You.” – from his song Radical

Wolf Haley > Golf Wang > Flog Gnaw (Acronyms of Wolf Haley)

At the age of seven, he would take the cover out of an album’s case and create covers for his own imaginary albums including a tracklist with song times before he could even make music

Multiple Personalities:

Tyler: emotional, depressed , probably insane, lonely

Wolf Haley: takes over with bad influence, rage, irrational, murderer, rapist, racist, everything bad

Doctor TC (Tyler’s conscience): got Tyler’s back, has his best intentions in mind

Tron Cat: another bad influence, the creature in Tyler’s head that reinforces Wolf Haley to act how he does/wants tt

Thurnis Haley: pro adult golfer (probably influenced by OF chant ‘Golf Wang’, no family values, character maybe built based on Tyler’s childhood and relation to father

Tyler / Visual Research Moodboards

May 7, 2014 § Leave a comment

To tackle my design process I’ve made this extensive moodboard as a way to really get a look into Tyler’s style and personality, generating a visual library to pull ideas and references from. The boards are a mix of his musical art stuff, such as album covers, music video screenshots, and gig posters. As well as this I’ve brought together his art style, with his own motifs, such as the inverted cross and donut, and his rough style of collage like design, mainly obtained from his various websites, such as his clothes store, and the OFWGKTA website. I wanted to bring together all his different typographic styles he uses throughout his designs, including the bold Cooper Black font, his own typeface styles like the donut, the rough font seen on the cross below, and the thin ‘Golf Wang’ font occasionally used. Within these moodboards is also fan made art, used for inspiration.
As well as looking at Tyler’s creative visual style, I’ve been listening to all his music too, to further gain inspiration, and get an insight to his personality, which his music does very well. I aim to get some lyrics from one of his songs that seem appropriate for the poster.

Places I intend to explore are:

– pattern
– illustration
– typography
– possibly some use of swiss style influences
– simplicity

Here’s a list of common things running through his work, music, and style, as well as some words fluent throughout:

Attire: shirts / patterns / 80s/90s / tiedye
Yonkers / Golf Wang / Odd Future / AKA Wolf Haley / Cats, lots of cats / ‘its us’ cross / Donut / Warped vintage photos / Text overlay / colour filters / eyes cut out and glowing (warped faces) / animal prints & outlines (mainly cats) / stripes / goblin / Odd Future Wolf Gang Kill Them All (OFWGKTA) / satanic references (inverted cross / 666)

OFWGKTADGAFLLBBLSBFBN (Odd Future Wolf Gang Kill Them All Dont Give A Fuck Litter Life Bacon Boys Loiter Squad Butt Fuck Bitch Niggas) / CARTOONS / flog gnaw

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Anti-Consumerism Research

April 30, 2014 § Leave a comment

Anti consumerism info + mood board

Culture Jamming / Anti Consumerism / Adbuster / The Anti Advertising Agency / Engaged Buddhism  / Barbara Kruger /  Banksy  / Coca-Cola

Mind Maps

April 16, 2014 § Leave a comment

Mind maps for Marshall McLuhan and William Morris

Click the mindmaps to expand them

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Packaging / Brand Values & Narrative

March 2, 2014 § Leave a comment

“The Kraken is the most fearsome of all sea monsters, that lives up to 3,000 feet below the ocean surface. This dreaded behemoth has been known to attack ships, dragging god-fearing seamen to their deaths. The largest shipment of Caribbean black spiced rum was said to be brought down by the Kraken. The rum was named thusly, as to being as dark, strong and mysterious as the ink of the beast.”

“The Kraken® is the first imported black rum from the Caribbean blended with over 11 secret spices and weighs in at an impressive 94 proof. Named for a sea beast of myth and legend, The Kraken® is strong, rich, black and smooth. While the smooth taste of The Kraken® lends itself to be enjoyed as a sipping rum, it can also be enjoyed as a key ingredient in traditional cocktails like the Kraken® & cola. The Kraken’s proprietary bottle is a replica of a Victorian Rum bottle and features two handles – allowing for easy portability (as well as potability).”

Brand Values

Kraken’s core brand values lie within it’s nautical nature, the sea is the setting, and the creatures that live within it’s vastness are the characters, with key focus on the mythological creature that is the Kraken; a nautical and mythic theme runs throughout the brand. As far as product variety is concerned Kraken Rum has sole focus on one dark spiced rum, 94 proof, 47% (“Like the deepest sea”), with the price for a standard 70cl bottle ranging between £23 to £27. The bottle design is set apart from the competition with it’s Victorian style bottle with double handles.

The brand has a strong illustrative design, with the website having much to offer visually; the brand has a vintage feel to it, which is reflected in their shop, where you can purchase vintage style products. Looking at the typographical aspects of the brand, the brand displays a variety of typographic styles, but mainly focusing upon bold sans-serif fonts, usually all set in upper-case for headings involving the word ‘Kraken’, as well as more calligraphic font styles which are used also for headings, and in some paragraphs of text. The whole brand style is reminiscent of the 1800s. The bottle design contains both these type styles, using a calligraphy font for ‘The’, and a heavy upper case sans-serif for ‘Kraken’. The colour scheme for the brand is almost purely monochrome, with some additions of old/off whites, creams, browns, and dark blues. The Kraken brand maintains a strong, yet simple, feel and look. It’s managed to not smother their brand with surplus design and distractions, rather allowing the brand’s elements of which form it’s essence to stand out.

The brand has a witty feel to it also, with the Kraken story book containing pages on mash-up ‘weapons’ to defeat the creature, the Kraken’s ‘natural enemies’, ‘deterrent devices’, poems & songs, as well as a glossary of descriptions. Wording such as “Like the Kraken’s ink, the Kraken rum is black and powerful.”, and from the app: “The Simulation Application for Nautical Maneuvering”, “near-accurate simulation, so that you may experience the perils they encountered in bringing their fine products to the world.”, “state-of-the-art 19th century technology”, “hand-etched art, etched by real hands”, and “fall-off-the-edge-of-Earth accuracy”, adding to the brand’s charm and witness, and ultimately it’s very own persona, separating it from just being a drink.

After further research into The Kraken brand, I’ve come to the conclusion that the fragrance product I’ll be producing will be an aftershave. I’ve chosen this orientation for the reason that the brand seems to emanate a more masculine vibe, there is a distinct lack of female presence within the brand, for instance, all the human portrayals are of male characters, the Kraken is referred to as a ‘he’. If I so chose to create a perfume, I could happily work with that, though it would seem illogical to go that path due to the predominantly male tone. If I have time I could create a ‘for him’ and ‘for her’ fragrance. This would actually be simple, the colour scheme would simply be inverted, and the tagline would be altered.

The fragrance would revolve around the flavours and spices in the rum (some of these are gained from taste profiles and reviews) : sugarcane / molasses / caramel / spice / oak (barrel) / cinnamon / ginger / cloves / licorice / black cherry / plum preserve

With the packaging design for the fragrance, I’d follow in the same path of the current brand, simple design, monochrome colour scheme (most likely), line work (borders), and a good focus on typography, as well as some Kraken incorporation, be that with the whole form of the creature, or characteristics of it. I’d like to experiment also with pattern, this could potentially be a glossy/matt/embossed finish on the packaging.

Characteristics of aftershave:

> Mysterious

> Powerful (but not overpowring)

> Sweet spice

> Wear the beast

> Release the beast inside of you

> Musk

Packaging / Consumer Profile

February 24, 2014 § Leave a comment

After establishing which brand I was to recreate, the next logical step was to begin researching the brand’s target market to have a profile set up for the aftershave/perfume product. I obtained the grounding information for Kraken’s primary target audience as being generation Y (1977-1994), aging between 19-25 (with the secondary market being Gen X – 40-45); of a male and female orientation, within the lower to middle classification band. This audience is characterised further by being tech-savvy, extroverts, outgoing, leisure drinkers, and are ‘social butterflies’.
Kraken Rum is both gluten and lactose free, as well as being vegan, further branching out the audience, supplying for all tastes and eating preferences.

With Kraken’s successful design led advertising campaign, another niche audience is attained, this being the design lover, or ‘design geek’, this also allowed for a messaging platform. The website is packed with illustrations present throughout, as well as in the form of a book telling the legend of the Kraken and story of the brand, and a journal, animated gifs, movies, and it’s very own app. The online shop is full of beautifully designed products including apparel (including shirts / hoodies / jackets / underwear etc.), homeware (some being posters / wallpaper / lamps / bookstands / blankets), barware (glasses / bottle openers / recipe book / playing cards), accessories (such as bags / handkerchiefs / an umbrella) and gifts ( e.g. the Kraken gift set / moleskin notebook). With such vast shop content, Kraken rum show their design initiative, instead of forcing mere tshirts upon its audience, it offers material that their audience not only appreciate, but will go out of their way to buy the Kraken look. This supersedes all competition. Personally the first thing that caught my eye about the brand was it’s unique bottle design, again, setting itself apart from the competition.
The tech-savvy characteristic of it’s audience is taken in Kraken’s stride by having a very strong foot within social networking, having both a Twitter and Facebook page, a YouTube page, and a very powerful website (including what I’ve mentioned above).

With all this on the table, you can see that Kraken doesn’t simply focus it’s hopes on just the taste, but things that will set them apart, after all, with having only one option to choose from, they had to have some extra tricks up their sleeves.

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