OUGD601 — Primary Research Results

After a couple of trips to Leeds' craft beer providers asking customers to fill out the survey I decided I had enough data to complete the data analysis.

Number of random consumers involved/surveys completed — 15

Drinks involved — Schnieder Weisse - Blonde, Sierra Nevada - Bigfoot, Kirkstall - Pale, Top Out - Schmankerl, Outlaw Brewery - Full House IPA, Raster - Rouge, Brooklyn - Lager, Magic Rock - Cannonball, Gouden - Carolus, Hoegaarden - Special, Stringer - West Coast Blend, Prototype - Kirkstall Brewery.

Drinks where the visuals played a part in decision making — 9 / 15

Drinks the consumer would have again — 14 / 15

Breweries the consumer would try more from — 14 / 15

Drinks that the consumer would have again where the visuals played a part in the decision making — 9 / 9

Breweries the consumer would try more from where the visuals played a part in the decision making — 9 / 9

Number of consumers that got 100% in brand recognition test — 3 / 15

Number of consumers that got 75% in brand recognition test — 1 / 15

Number of consumers that got 50% in brand recognition test — 5 / 15

Number of consumers that got 25% in brand recognition test — 1 / 15

Number of consumers that got 0% in brand recognition test — 5 / 15



Number of consumers that got 100% in brand recognition test where visuals played a part in the decision making — 2 / 9

Number of consumers that got 75% in brand recognition test where visuals played a part in the decision making — 1 / 9

Number of consumers that got 50% in brand recognition test where visuals played a part in the decision making — 4 / 9

Number of consumers that got 25% in brand recognition test where visuals played a part in the decision making — 1 / 9

Number of consumers that got 0% in brand recognition test where visuals played a part in the decision making — 1 / 9

OUGD601 — Practical Planning

Now I have a brewery which I can use as my design scenario along with all of the information I got from talking to them on my visit I can begin planning the elements of my practical body of work.

Elements:

Logo, typography, colours, packaging, website, business cards, extras.


Phase 1 —

Idea development
Typography choices
Identity sketch development


Phase 2 —

Logo development
Packaging development (consider stock possibilities as well as printing costs).
Website development


Phase 3 —

Packaging production
Website mockups
Extras (time relative)

OUGD601 — Mallinsons Brewery Visit

I went down to Huddersfield to visit Mallinsons Brewery as they said on the phone that they'd be more than happy to be a part of my practical brand.

After a tour of the brewery which I was allowed to take a few photos in, me and two of the three brewers sat down and discussed my research project and what I was aiming to do with them.

They were really enthusiastic about it even though they were already content with their visual branding, this enthusiasm only grew more once I showed them work I have recently completed and they were impressed with the standard I worked to.

I explained that the practical element of my research project was strictly for academic purposes but if they liked the outcome enough, we could discuss making it a reality (something I'd be more than keen on the idea of).

Something that they did keep highlighting was the fact they weren't happy with their website and that it needed updating considerably. If I make this an element of my branding project then it might be more appealing to them to adopt the full concept.

The first obvious part of marketing a beer is to make sure it's a good beer, that makes selling it and defining it's visuals a lot easier. Now I already have my own opinions and I think Mallinsons create some amazing bottle conditioned beers and it fascinates me further that every single part of their process happens in-house: Brewing, bottling, printing, labelling, sales, etc. This can have it's limitations however as they currently use Powerpoint software for all of their labels and pay extra money for the printer to set up the files for their pump clips.

Anything designed would have to remain editable to allow them to put their expiry date and batch number on each brew.