Beck's: Proposal

Module 1: Packaging Design Brief: Beck’s

Outline your idea/conceptual approach in response to the chosen brief:
I will create or modify the existing packaging and incorporate my own illustration or print work. I intend to design artwork that will be able to be used on the cardboard packaging for Beck’s beer bottles. I will look in specific books relating to branding and development such as ‘Branding from brief to finished solution’. I will be researching colour that relates to the Beck’s brand. I am going to produce an outcome for some of the varying range of Beck’s communication channels and packaging such as a four bottle pack, an eighteen bottle crate and a six bottle crate. The final outcome will be contemporary and vibrant, it will be adaptable across all of the beck communication channels. As part of the campaign I will create a series of posters and give-away items such as postcards.


What will be your comparative research – look at the competition?
I will look in supermarkets at examples of existing packaging. I hope to find examples of packaging construction for beer bottle boxes. I intend research into examples of previous Beck’s packaging designs and artwork. I will need to get information about the box and bottle/can sizes and decide what packaging elements I want to design. I will research into other beer brand packaging and advertising and work on producing an outcome that relates to the Beck’s fusions music event. Beck’s have a limited edition run of artist designed label bottles called Beck’s Canvas that could be adapted as part of the campaign.


What audience are you designing for or trying to reach?
Age 18 to 34 year old men and women with a progressive, optimistic outlook and who value independent thought. People buy the multi-packs in supermarkets not clubs or pubs so the advertising will be seen more by shoppers than people clubbing etc. For example a group of mates buying a crate and going to the beach. Getting to the clubbing audience would be achieved by adapting the Canvas campaign further as in clubs the bottle is what will be seen.


Look at past/present campaigns for the company you will design/advertise for and comment on use of images and ideas?
The packaging designs usually display a bottle, so I could take my own photographs using the light tent and a reflector. I have looked at some of the current advertising and packaging for Beck’s, it shows the link to the art and music area that is the focus for this project brief. I will get examples of the existing packaging for all of the types of can and bottle packaging.


Possible primary research or study:
I intend email Beck’s and try and get hold of some past packaging designs and advertising campaign material.
I will look at the work of existing designers who have work on Beck’s projects in the past.