6D2
The year started off with a collaborative project with a Creative Advertisement student. This was a great way to get back into design after the winter break, build connections with other courses and experiment with a playful brief that tasked students to rebrand the After Eight chocolates.
Brief
Research by CA Student & Notes of Initial Ideas
The initial idea was to rebrand the chocolate for families, using the square structure as an element of play. However after some developments we thoughts we'd completely flip it around into someone random and current with a humorous tone.
As such, After Eights were rebranded to target 'Roadmen'. This idea came to me when noticing the recent trend of 'retrofuturism' within the younger generation. The Nokia, Vinyl, 35mm, old adidas, Arizona Ice Tea - are all examples of old products that have become popularised under a street aesthetic. Going with this youthful spirit, and being around students, meant we had a greta insight into the required visual language of the target audience.
This way the rebrand could be really focused, as 'families' are very broad. It also added an element of fun to completing the brief. It was also noted that the juxtaposition from the original branding would also stand out in a way that aided the design.
Moodboards
Initial experiments with imagery from designer one explored the use of imagery of popular 'Roadmen'. We decided to use the blackletter typeface 'Harbour' due to its current trendiness within street design and reference to counter-culture.
After the tests we decided to go solely for COPY Ads, drawing attending to the funny tag lines and relevant typeface.
Progression
Production:
The production applied the relevant After Eight colours and established a hierarchy. The designs were then adapted to the various formats needed for submission and mocked-up to present them in context for the client.
The design won best outcome for the After Eight responses.
Design Boards
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