Client: Cyclades Microbrewery at Tinos island
Layers: 271 uncompressed
Hours (Preparitory): 20hrs
Digital rendering: 126 hrs
Dimensions: 593.97×341.98px/510×245.67px (artwork)
To add some extra detailing to the label, the initial background colour was sampled from the actual main blue colour in the illustration. To avoid a plain solid colour, and to enhance the sea aspect of the project, a simple repeat pattern of waves was created, in order to give a gentle background behind the text.
A selection of Unicode fonts were presented to the client in order they choose an appropriate one. This was narrowed down to serif based fonts, and from that the design chose to use the Parachute Font – PFMonument. There were some modifications made to the font, as can be seen in the final logo design.
The font, although providing the basis of a strong characteristic needed for the logo element of the label, needed some modifications to make it suitable. The number seven on the character sheet proved to have a pretty thin body stem, which didn’t tie in with the remaining letters engraved look, so had to be hand modified to look more like the stems of the other letters and allow for the engraved element to fit in as the others. Also, it proved that certain letters had a smaller body size due to their design, and this unbalanced the logo. So these too had to be modified. This consisted in the ‘M’ having some adjustments made to the right angle element. Finally the ‘Φ’ in Greek, had to be made out of an adjacent ‘O’ and the manipulation of an ‘I’. That was extended down it’s body to make the correct length.
The client selected between concepts two and three. With the final decision down to the art director, the notions of the tradition and scenario of sea and village/island life, it was thought best to go with the concept three approach and giving a virtual traditional frame to the illustration.
Layout Final Board
Based on concept three design for the label, all the elements were brought together, and the logo was modified to be compatible with the logo design (regarding colour and print effect). The plan was to have the illustration break the invisible verticals left by the virtual frame, so the whole label would appear to be a continuous illustration design.
One of the aspects I consider when designing something is the grid layout of elements in the design. In the case of the label, the grid structure was an important aspect of the need to fit all the required information into a small space. What we see here is the guides placed in illustrator to set those grids into play. Luckily the Greek and English aspects correlated quite well, and the whole design develop a good symmetry.
Sometimes things happen when the product goes to press, and this occured with the label. After receiving the sample prints, there was some issues with the smaller texts on the page.
It was decided that the label elements had to be modified to allow for several factors for readability.
These consisted of; Raising the main logo to allow the enlarging of the under-text. The resizing and recolouring of the barcode, expiry date area and QR Code. It was thought best to maintain the colour scheme (instead of white) so these were created grey. Test for readability, and OK’ed.
Two lines of text were cut, and all text was increased in size. Finally, to allow the panels to accommodate all this, the panels themselves were raised in height, and made to follow the line of the main frame. Overall, the changes are noticeable, but don’t distract from the overall affect.
Preliminary design aspect
Once the initial research and development was completed, the next stage was to draw up some ideas to show the client. On this project, the element of sea was a crucial factor, and as the client mentioned the story of the triangle on the Cyclades sea, the concepts were narrowed down to the local views of fisherman and boats at sea. To help the client with visualising, and mock-up was put in place, on the label template. These are done very rough usually, to not make unnecessary effort as far as time goes.
The design above was approved by the client, with notes taken regarding the bird and the need to lose the sun, in the sunset. There were some comments made about the boat, but as time was a factor, the design was changed ‘on-the-fly’, as far as modifications go.
1 creative person, slightly matured
2 tablespoons aptitude
1 piece of aesthetic flavouring
6lbs hard work and sweat
4 ideas more than most
salt of the earth to taste
Take a creative person and stir in some aptitude, thoroughly from the start. In time, mix in the aesthetic flavouring with the most appropriate tool at hand, and then, fold into the mix as much of the hard work and sweat that the mix can take. Sprinkle in the ideas; the more the better. And finally, as all is cooking, a pinch of ‘salt of the earth’ to give it the necessary character. Leave to cook over time and serve when required. Tasty treat in a tasteless world.