For this branding project we have to develop the visual identity, the packaging and the advertising campaign for a beer. Here is part 2 of the creative process behind this project.
Because this beer is inspired by tradition, folklore and the heartland of Quebec, I had to go back in time and develop a visual that would reflect this period. I wanted a label that looked old and worn. A label that seemed to have been made a long time ago. The shape of a shield made out of worn paper with gothic letters made the effect I was looking for. Since the bottle was dark brown, a beige label created a excellent contrast.
Front, back and top labels
copyright Dany Pepin 2011
For this branding project we have to develop the visual identity, the packaging and the advertising campaign for a beer. Here is part 1 of the creative process behind this project.
After several hours of brainstorming an idea came to me. The concept of a craft beer from Quebec was created around the word Yâble (french-canadian slang for “devil”). The devil (Satan, Lucifer, Beelzebub), is a symbol rooted in folklore and in the history of Quebec due to the religious authority which our ancestors lived by. The Devil is also the subject of many legends and is often associated with temptation. In the case of this beer, the temptation to drink and the pleasure associated to it.
Instead of a logo, the Yâble will use a word mark (logotype). The letters of the word mark have been reworked to make it more representative of the devil (pointy horns and forked tail). The Y is the most important letter because it will be reused individually later on as the branding strengthen. The overall look also reminds us of the early colonists of Quebec. Scarlet red letters were chosen because it is the traditional colour associated with the devil and because the colour also represent strength and interdiction, two concepts conveyed in this branding.
copyright Dany Pepin 2011
As mentioned in a previous blog entry, I was chosen to design Paul Demers new music album «Encore une Fois». It was an interesting summer project I was looking forward to, but I didn’t expect the album to be redone from scratch. A monstrous task since I was working full time as a support web designer at La Cité collégiale at the same time. So after the meeting with Paul and his producer Jean-Michel Ouimet, we had an idea of the new direction: Paul’s return. I submitted the idea of having a logotype for Paul’s name which he could use later on for different applications including his album. With his blessing, I started to work on different word marks.
Surface test with the word mark chosen by Paul
Paul really really REALLY liked the wordmark on the vintage wallpaper and he wanted THAT for the cover. I tried several alternate covers to keep the same look as my original cover, but since Paul and Jean-Michel were the artistic directors, I didn’t had any weight in the final decision. Even if you don’t agree all the time, the important thing is that you please the client.
Some of the alternate covers
Website that was never used.
This project focused on the design of a logotype for a movie / band / artist / etc. we liked. After hesitating between a couple of movies, I settled on “Perfume: The Story of a Murderer” again (i.e. this project) because of the organic and vapory quality of perfume I could exploit for this logotype. Below is the study from sketch to application. If you haven’t seen the movie, rent it.
This is the new business card I made for myself during the semester. This is the only project I had time to design outside of my school schedule. On the front my initial “d” and “p” placed inside a circle forms a little character’s head with two eyes. One eye is red (letter p) to show my keen vision for design and to related with my last name in red. The brackets on each side of “danypepin” looks like the character’s hands holding my name. The red half-dot on the side is placed to attract attention to the other side of the card. On the back side are my contact informations and the QR code to access my online portfolio on smart phones. I’ve put my audio production and writing skills off this card since it will only be an accessory to my future career.
Finally, the “Cité Femmes” project ends with the design of a standards book. Below are some photos of the final product along with links to each spread of the standards book.
For this project, we needed to design a new identity that would refresh the image of “Cité Femmes” the Women’s Health and Safety Committee of our college. This was the second competition of the semester with money prizes for the top three chosen by the Committee. Click here to see the design study for this logo.
The new identity below represents the different aspects of “Cité Femmes” : security, multiculturalism and women.
The woman aspect is shown on the logo by the silhouette of the woman’s face. This representation is easily identifiable and not implying any particular nationality.
Safety is shown by the simplest form of a house, a triangle atop a square with rounded corners. The house stands for protection, but also the openness and hospitality of this committee. It is implied that the house is the College and its infrastructure.
The various entanglements of colors show multiculturalism. It identifies these intercultural relations within the College. This identity can be used with or without color and with or without the superposition of different pieces that make up the house’s shape. To represent the woman, a sans serif typeface was chosen for the softness and the curves of its letters without losing combativeness of women expressed by the boldness of the font. The placement of the text is a virtual extension of the roof of the house and avoids cluttering the silhouette.
Finally, this modern and trendy identity clearly demonstrates the mission of “Cité Femmes”.