[CRAFTBEER] Final presentation ideas

 Idea 1

• placing the beer bottles with the final packaging onto Disney cartoons' scenes. 
• creating the atmosphere of a wonderland and a dreamy place 
• Might be inappropriate as underage kids is illegal to drink alcohol 

 Idea 2

• developing the first idea, how about sleeping beauty? 
• sleeping beauty ate the apple and fell asleep 
• what if she fell asleep because of drinking CBD beer? 
• the would be really fun and maybe I can make animated clips to storytell? 

Idea 3 

• using a blackboard or a white board 
• a teacher pointing at the board teaching students more about CBD 
• informative info about CBD on the board 
• using obvious sentences like "CBD does NOT get you high", "THC is that thing that gets you high", "STOP mixing them up", "CBD makes you feel relaxed"...
  
  
  

[CRAFTBEER] Idea development

Instead of rebranding the two brands, I have decided to create my own new CBD beer packaging design, thinking of the whole branding all over. OH CBD went for a fun and trippy direction, Young master went for a calming and relaxing direction, I would like to go for an educating direction to alleviate the misunderstandings of the effect of CBD, focusing on the relaxing effects of CBD and targeting young audience.

I am also thinking of using the visuals that I did when developing brief 10. I did not use many of them for the final outcome and I think it would be a waste as I really like them.  All of them are related to feeling and emotions and I think some of them would be useful for this breif. 

Visuals from brief10

[RESEARCHLED2] Final posters

[RESEARCHLED2] Second poster development

 

From what I learnt when making the first poster, making digital wireframes would definitely save a lot of time in the design process. The process went well and more and more different variations are developed based on the previous ones. This method is so useful as you can look at the hierarchy as a whole. 

I then further developed the last one and played around with background and foreground elements. swapping the foreground and background is a quite fun process as it makes a big difference and you will have to think of the hierarchy as a whole, what do you want audience to look at at their first sight.

Developed from right it left. As the first one looked a bit empty for me, I tried adding more information into the poster to occupy more space. 

Hierarchy 

I acknoledged that I can combine text boxes to join negative spaces together. This makes the whole. poster look more cohesive and centred. This is very interesting as by omitting two lines and joining the spaces, the poster looks completely different now.

[RESEARCHLED2] Final outcome development

 Final outcome after refinement 

• changed the font to a rounder one, make it look more cohesive with the graphics 
• changed the weight of all elements to make them look more well put together 

• but I was still not vibing with the lower part, it looks odd and makes the components look loose. 

• I drew two wireframes as demonstration to what I would like the textbooks to sit together. 
• I might go with the left one, adding in a separator to make the whole hierarchy look well put together. 
• The right one look too simple and boring

• still thinking of a better solution, I have decided to put it aside and work on the second poster to clear up my mind a bit, I'm looking at it for the whole day..

[RESEARCHLED2] Visual development of first poster

I took me 4 hours to get to the design that I am satisfied with. I went for a same weight lined design and a monotone one, as I think monotone would be best to describe 2020 which is dull and boring to most of us. This is my first time using this style of design and I was unfamiliar with the rules. I experimented with different typesettings and sizes of different elements. I think the most challenging part of the process is to create a design with depth and layers. I tend to create really flat designs which is not applicable in this case. I tired using shadows and different shade of grey to create a richer visual outcome. 

Taken forward the "love and loss" lined design, I developed the first poster.

Page border variations

Today, I finished the first poster themed "love and loss". It took me half a day to finish the design which I think is quite long. For tomorrow or later tonight, I will be working on the second poster themed "hope and hopelessness". I believe it would take a lot less time for that as I have already got the main layout of the poster. 

[RESEARCHLED2] Chinese calendars visual research

 

I did some visual research on old Chinese calendars. Most of them look similar with similar layouts and type settings. I also looked at designs of the similar style that people recreated. A Pinterest board was created as a reference board for my design. 

These traditional calendars are really thick and contain 365 pages with one day on each pages, however I think it will more more doable to create posters instead. I will choose 1-2 answers from the poll I thin can most conclude 2020 as the theme the posters. 

After looking at many different layouts of Chinese traditional calendars,  I drew a few wireframes of the layout I would like to use in my poster. The kept the main significant elements of the calendars, the two columns on the sides and the big image/ number in the centre of the upper half of the page. 

[CRAFTBEER] Research on CBD products' packaging designs

 Existing CBD product packaging designs 

Existing CBD beer packaging designs 

1. Oh! CBD Beer HK 

• Hong Kong has been taking smaller steps towards popularising CBD products, as edibles such as CBD coffees are starting to become popular in lifestyle cafés such as Winston’s Coffee, Elixir and Elephant Grounds .
• First CBD beer in Hong Kong which entered the market in early 2020. 
• Having a trippy branding that represents “weed”, as CBD is is one of the components in weed, and weed has a common impression of “getting high”. 
• As CBD is newly introduced to majority of Hong Kong people, it reflects the majority’s misconception towards CBD 
• While CBD is the relaxing component in weed that soothes people’s anxiety, many people mistaken it into something that makes people excited and high. 
• the packaging 
• Session IPA with Sunset IPA with 20mg of CBD (citrusy and.  floral hop flavour) 
• Sunset IPA with 20mg of CBD (dark chocolate malt base and a touch of cacao which enhances the effect of CBD )

Analysing designs

• colourful and fun 
• with many different colours and exciting shapes 
• directly use weed plant as a part their branding 
• focuses on the fun and playful idea when a bunch of people gather and drink their beer

2. Young Master CBD Bee

• Young Master’s CBD beer debut is appropriately named Hea, a Cantonese slang word that loosely means ‘ to sit back in idleness’ (or, simply, chill out). 
• promotes the ida fo relaxation and calmness that CBD brings 
• using blue as the main colour palette to visualise calmness 
• named HEA to directly tell people the physical state go being relaxed 

 

 

pale ale: 60mg of CBD, 5.0% of alcohol. 

Analysing design 

• mainly blue to represent calmness and relaxation 

all day session ale: 60 mg of CBD, 3.3% of alcohol.

Analysing design 

• green to represent refreshing and tranquility 

double: 120mg of CBD, 8.0%of alcohol. 

 Analysing design 

• warm tone colours to represent the intensity of the doubled up CBD amount 
• purple to represent creativity, pink to represent passion. 

These are the two main CBD beer in Hong Kong. They have distinct packaging design and I liked Young Master's one more as the design looks calming when you first look at it. It directly translates the idea of relaxation that CBD brings. However, Oh!CBD went for an opposite approach. They went for a colourful and fun design. The colours they used look trippy and gives people a feeling of being high. The design approach is definitely going for a fun and playful image to attract younger audience, however on the other hand I personally think it is confusing and make people misunderstand the effects of CBD. 

[CRAFTBEER] Initial ideas

 Initial visual ideas 

Idea1

I'm thinking of adding a nutrient label like design with brief information of CBD on it to sort of educate people on CBD, telling them CBD is actually a component to help people relax and soothes anxiety.

Idea2

using aura as the main design theme? Our aura colours represent our state of mind. When we feel anxious, depressed, happy, relaxed, these emotions and feelings generates different vibrations and colours. Maybe I could research into different aura colour representations and use the one that represents a relaxed state as the main colour theme of the packaging design.

• Red: well-grounded, energetic, strong-willed
• Orange: adventurous, thoughtful, considerate
• Yellow: creative, relaxed, friendly
• Green: social, communicator, nurturing
• Blue: intuitive, spiritual, freethinker
• Indigo: curious, spiritually connected, gentle
• Violet: wise, intellectual, independent

Aura designs 

I also looked up how people present the idea of aura visually. Some presented it in a graphic and unrealistic way, some presented it using photography, capturing the real form of auras. 

@anewspecimen

This is an art account of the artist's own interpretation of different auras. The artist expressed her own feelings and thoughts on what she thinks different auras would look like in different feeling and emotions. With the back research on real aura colours, the artist interpreted her own visualisation of spectrum of aura colours.

@weareauraaura

Eileen, founder of AURA AURA explains that it’s impossible to see your aura in a photo without using a special camera (a.k.a. an aura camera), because the device has to record "the energy that is flowing around you."Though it's been a topic of debate, Lee says that to capture an aura, “The camera's algorithm takes frequencies it reads from your body, and translates them to the corresponding colors. For example red hues generally measure between 400-480 THz and a higher frequency color like indigo blue is between 620=670 THz. The concept of energetic frequency is important in this context as it gives us insight into how fast energy is moving.”

Thoughts 

• Interpret the state of relaxation on my own? How can I visualise the feeling of being relaxed apart from taking reference to aura colours? 
• maybe focus on the physical state of being relaxed instead of the mental state? 
• apart from using gradient, is there any other way to express the idea of a colour spectrum? 

[CRAFTBEER] Typeface initial ideas

I have decided to take reference from HEA beer's compositions and make my own collection of CBD beer. For now, the brand name would be SOME CBD, which sounds like a little treat in life that makes life better. For the 3 different versions,  I am naming them "Lucid Dream", "Daydream", and "Dazed". 

 

Initial ideas 

1.  fun typeface 

• rounded with smooth edges 
• decorative 

2. Crayon drawings

• focus on the idea of CBD being extracted from plants 
• being raw and organic 
• using pencil/ crayon textures to translate the idea of rawness and organic 

PPP Submission briefing (26/3/2021)

Deadline: April 28 Wednesday (10:59am GMT)

Personal Professional Practice 

• 20 credits 
• feedback within 20 working days 

Learning outcomes 

• know what is in the industry 
• engagement with the industry 
• understand how people work 
• apply them to own practice 
• personal banning and strategies of how you communicate your practice and skills 
• manifesto: refine and make it clear, what I am doing, who I am 

Assessment 

• 100% portfolio submission 
• no design boards 
• *find your own way to present them!!*

consists of: 

----- key points 

----- own thoughts 

1. personal branding (pdf x1) *individuality*

(imagine someone looking at it, choose the best. ones the ones you are confident with) 

• relevant to your career ambitions 
• how do I communicate 
• what I do 
• eg. business cards, websites, tshirts, cakes, bags, invoices, CVs... anything really 
• can include Instagram 
• expect some annotations 
• explain what each elements are 
• how your work sits with your branding, your approach 
• my own type? 
• a zine with random cropped pics? cuz I like to take random ugly pics..? kind of represents what I do when I hang out with friends and what I post on my instagram 
• something like a magazine? with a few of my favourite songs? always feel good to meet people who listen to similar songs. I enjoy going to gigs too 

2. design strategy (pdf x1) 

(imagine someone looking at it, choose the best. ones the ones you are confident with) 

• pdf, presentation
• evidence your career-specific activities 
• evidence communication with professionals (Jerry, BVP, Jenna, THUR market, biugorbiumui) 
• underlings the clear visor for the way you'll present yourself in a professional context 
• putting everything in a presentation 
• making different versions of designs 
• constantly checking emails 
• more text explaining and reflecting on personal branding 
• tag live briefs maybe, show how you communicate with clients 
• a link? screenshots of the website? both. put al ink on your blog too
• reflection, what problem you had to solve
• REFLECTIVE how those things influenced your design, who you are as a designer, don't repeat your portfolio
• reflective on your general practice, evaluate general approach
• I think the most important thing in job hunting/ interviews is the way you talk verbally and your personality and the way you show your passion 
• so it is important to show how you are as a person?
• gifs? make it straightforward and lively? 

3. research journal (text file containing the blog link, word file/ google doc)

• blog 
• no need to download, just a link 
• recording all activities ongoing reflection of progress
• documentation of research 
• reflective evaluation 

Submission 

• estudio using google form 
• pdf as interactive files, clickable links, not for print files 
• don't zip or compress, upload them as they are 
• KooRuby-PersonalBranding.pdf 
• KooRuby-DesignStrategy.pdf 
• KooRuby-ResearchJournal.docx

[CRAFTBEER] Research on CBD, alcohol and auras + primary research

 CBD

Research indicates that there are several health benefits of CBD. There are also some specific benefits to men of CBD. CBD helps with anxiety, which can in turn boost skin health. CBD has also been known to provide pain relief. It can also cure sleep insomnia. 

Alcohol

Alcohol is one of the best drinks known to lessen one’s inhibitions, and some may find that they are more relaxed when drinking beer. 

CBD with beer

CBD can also affect you the same way beer can. Numerous studies state that CDB can help in calming your nerves and may even reduce anxiety.

Thus, when beer and CBD are taken together, both of their effects will be intensified, and this can help you relax and make you sleepy. When combined, beer and CBD can also result in mood and behavioral changes.

Does CBD get you high?

No. No uplifting effects would be induced when taking CBD. 

https://www.healthline.com/health/does-cbd-get-you-high#thc 

One fact that we get from the research is that  CBD beer can make people feel relaxed and to get away from the stressful reality. This could be the main focus of the packaging design, stressing on the relaxing state of mind that CBD beer does after intaking by men.

result of "Does CBD get you high" polling 

Prompt

From the polling story I did on my instagram account, I acknowledged that some people in Hong Kong especially youngster do not reckon the different effects of CBD and THC. Both of them are extracted from marijuana but they have completely different effects on men. Some youngster think that CBD makes people feel high, but in fact, it is THC that does. They misundeerstood that CBD is directly = marijuana, which is wrong. Therefore, in my packaging design, I would like to make clear to users who have little knowledge on this, and focus on the relaxing effect that CBD induces. The design serves as an educating material on effects of CBD. 

[CRAFTBEER] Local craft beer research

Craft beer 

=  a beer made in a traditional or non-mechanized way by a small brewery. 

What interests me

To me local craft beer's packagings are always so colourful and modern. I am always attracted to their colourful packaging. Apart from their colours, their design always says something about Hong Kong's culture. I feel like their branding always surrounds the theme of promoting Hong Kong culture and history. As they are local brewed, local culture is also promoted in their branding and packaging. 

 

https://www.cntraveler.com/story/inside-hong-kongs-craft-beer-revolution 

The rise of local craft beer in HK

• Just a few years ago, the vast majority of bars only stocked boring, big-batch commercial beers like Carlsberg, Heineken, and Tsingtao.
• Five years ago, the territory’s local craft beer market boomed, jumping from two breweries in 2013 to more than 35 in 2018.
• Hong Kong received six gold, four silver and six bronze awards in the Asia Beer Championship 2020
• Young Master founder Rohit Dugar couldn’t find any quality beer in Hong Kong, he wanted to go beyond the small expat market, which was driving demand at the time, and create true Hong Kong beers.
• He began his craft beer journey by teaming up with a few beer-obsessed partners and opened TAP - The Ale Project in 2014 in Mong Kok
• Young Master’s projects pushed Hong Kong’s craft beer market forward—not just in terms of availability, but also variety 
• Young Master releases a new beer in its experimental ‘Days of Being Wild’ series every few months. Instead of using wild yeast and traditional spices, the brewers reach for locally sourced yeast that is typically sour and funky. 
• Famous flavour: citrus. Took inspiration from a local salted- line soda drink. 
• Usually name their beer with unique names that describes the taste of the beer 
• "We feel it’s part of our responsibility to showcase the many things that beer can be."   
• Promoting the variates of beer flavours 
• Experimented with different kinds of yeasts to create different flavours 
• Many breweries stress on the idea of experimentation is the key to creating exceptionally unique-tasting beers. 

https://www.timeout.com/hong-kong/bars-and-pubs/the-rise-of-hong-kongs-craft-beer-scene 

• create beers drawing on Hong Kong’s heritage; unique to our city and not another arbitrary, culturally agnostic product. 
• “Half my customers are expats but the other half are locals, half male and half female, who had never heard of homebrewing. It’s a new hobby for them,”
• “Temperature control is tough here. The water is really soft in Hong Kong, which means I can’t make the same kind of IPA as I could in LA… but that’s part of the fun,” 
• The taste of local craft beer reflects the temperature of Hong Kong, each flavour represents the outcome of different local found yeast and the humid weather in Hong Kong. 

Due to the rise of the local craft beer industry, a lot of different breweries has their own statement piece. 

• Citibrew, famous for their This City is Shining Earl Grey Porter 
• Double Haven Brewing, famous for their Dragon Water Spiked Seltzers

—————

As Korea has also won a lot of awards in the competition, I briefly looked at their packaging design.

 

• After looking into their local craft beer packaging designs. It is discovered that one of their famous craft beer brands, ARK, likes to use tiger as their main asset of their designs. 

• The tiger is strongly associated with Korean culture and is seen as representative to the identity of Koreans. 
• symbol of strength and power and often seen as the guardian spirit and protector of the Korean people. 
• Tigers are often featured in many Korean folktales and stories.
• This reflects that culture and history is used as their main design direction. 
• As local small and independent beer breweries are considered as “craft beer breweries”, being "local" is one if the biggest characteristics of craft beers. Therefore, using a significant icon and branding direction that represents their country would best represent a local craft beer brewery. 

Local craft beer branding and packaging designs in Hong Kong

Foam Beer Brewery  

• Famous for their eye catching packaging designs that attract people from purchasing  
• Takes inspiration from traditional Chinese snack packaging 

Gweilo   

• Name taken from a saying in Hong Kong “gwai lo Leung cha” which means “westerners’ herbal tea”.
• As westerners has an image of beer lovers, “gwai lo Leung cha” refers to “beer”.
• Is it known for the unique sourness in their beer
• They went for a clean and simple direction for their branding, makes their packaging easy to read and recognisable, also timeless. 
• Using black as their permanent background colour and neon coloured words as the foreground. Clean and neat, yet gives off a modern and playful vibe. It matched with their introduction, being easy to drink and fun to share. 

Oh! CBD Beer HK 

• Hong Kong has been taking smaller steps towards popularising CBD products, as edibles such as CBD coffees are starting to become popular in lifestyle cafés such as Winston’s Coffee, Elixir and Elephant Grounds .
• First CBD beer in Hong Kong which entered the market in early 2020. 
• Having a trippy branding that represents “weed”, as CBD is is one of the components in weed, and weed has a common impression of “getting high”. 
• As CBD is newly introduced to majority of Hong Kong people, it reflects the majority’s misconception towards CBD 
• While CBD is the relaxing component in weed that soothes people’s anxiety, many people mistaken it into something that makes people excited and high. 

Young Master Brewery 

• The first ever local craft beer brewery 
• Has a significant branding with their red pants logo 
• The pair of pants and. The slip ons reminds me of Bruce Lee, Hong Kong’s kung fu icon’s iconic outfit, but in red 
• Uses a traditional icon, but adding a little tweak by changing the colour. Recreating and modernising the old and vintage vibe. This corresponds to their image of being the OG amongst the local craft beer industry, yet still could fit in well in contemporary field. 
• Also symbolises a large variety of audience. 
• The logo changes colour according to different flavours’ on their packaging 
• flexible and adaptive 

YAU

• Significant logo with all products having their logo printed at the centre
• Bright colours used in their branding mainly blue and pink as main colours to create a strong contrast that is catchy 
• With bold graphics and illustrations on their website as wells the neck of their beer bottles 
• Gives a raw and playful feeling, a young and energetic vibe, targeting younger audience 
• ““YAU” proudly represents the Hong Kong spirit of friendship and community, brewing three craft beer flavors with local ingredients. We also collaborated with the local design trio BrainRental Lab for packaging design, creatively showcasing Hong Kong's unique culture. We will continue our commitment to supporting local creatives.”
• Being collaborative and supports the local creative industry  

Thoughts

• Idea1: Rebranding oh!cbd
• oh!cbd is quite itneresting to me as I think the branding  kind of reflects people's misunderstandings towards CBD.