Thinking about the brand identity that surround Magners I found it was very based in tradition and an emphasis on age. Taking this I decided to see what it would be like to rebrand Magners and update the look of the marketing to be more modern. The project does state about creating logo files and this being a rebranding so this idea is more about that aspect. Other elements from previous branding such as emphasising that it's from Ireland and that it is still natural and somewhat traditional, I will be keeping and incorporating in to my designs.
I created a mock up of my magazine advertisement in photoshop using the idea that I have including a new concept for a logo. I have tried to base the look of logo on a sleeker typeface, and handmade elements as if they were roughly produced props for a puppet or stage show.
I created the logo using 2 of the main colours (besides black, white and yellow) in the current logo on the bottles. I used Arial Black, as it's similar to Helvetica, one of my favourite typefaces and is very popular for modern corporate work. I used the pen tool to trace one of the barrels in the existing logo and made it look different. I used textured layers to build up a dirty textured background which is meant to look the same colour as the drink.
I created the waves by drawing the outline with the pen tool then using images of acrylic paintings to make a really handmade, stage prop look for the waves. If I were going to hand make these for my final project I would paint some board myself then photograph it for use in Photoshop and After Effects.
I also created an image with other things I would like to use in my animation:
I have created an old fashioned ship out of cardboard textures to make it look handmade and the sails are made from cloth textures. I would like to animate the waves and the ship in After Effects like a stage/puppet show which has a handmade feel to the animation as well as the look.
Music
I have chosen some music that fits with the Irish themes but with a modern twist. The music of Flogging Molly fits this description, even though they are primarily an American band one of the members is Irish, their songs ave a lot of Irish themes and the genre they are classified as is Celtic punk. I have cut down 2 songs to 30 seconds to see which would work with my sequence.
(can't upload videos at the moment)
Seven Deadly Sins
My main concern with this song is that the lyrics say "seven drunken pirates, we're the seven deadly sins". I cannot edit the lyrics out and I feel that this would not get approved by the ASA, because it might seem to be glamorising excessive use of alcohol.
Drunken Lullabies