Hellfire Beer Label research

Using White on Clear Vinyl is very effective when used on a brown glass beer bottle, it gives the beer a professional and well crafted identity

Using a strong typeface and ornate decoration gives the drink a strong presence that is reminiscent of an earlier age that is makes you think of people sharing stories and enjoying themselves.

I also think that this solid, non-humorous approach makes the product much more appealing to drink, it shows that the producers are serious about beer and that they have worked hard to perfect their creation, in comparison to a more jokey label that would be put out by small, independent brewers ( pictured below), even though the beer tastes good, there is less of an experience involved, feeling as though you are sharing something that has taken years of time and effort.

Simple, bold typography is eye catching and would be easy to read when reading from standing at bar distance.

Including more decoration gives the user something to look at whilst they are drinking, creating more of a personal connection with the product and user and also giving the drink more of a unique personality

If printing on clear vinyl is not a possibility for this brief, due to budget restrictions, using a nice stock with one colour would be most effective, tactile and interactive for the user.

Lecture notes: Identity

• Essentialism: we have a biological make up that makes us who we are.
• This brings with it a lot of stereotypes
• Post-modern theorists disagree with this

Phrenology: the idea that there is an ideal make-up - a picture of good health.

Physiognomy: you can tell a persons intelligence by the angle their face is from their brow to their chin.

•  Pre modern- born into identity and role
• Modern identity- you can choose your own identity
• Post Modern - you can construct your own identity

•  Pre Modern: farm worker, soldier, housewife, factory worker
• Modern: the flaneur, distinction, fashionable, 

• Post modern identity
• identity is defined by what we interact with

• Possible discourses: age, class, gender, education, income.

Worktown project: upperclass documenting the working class and poor:

Martin Parr: real pictures of common life, insight into their life and identity, a social commentary on class:

Anglo/ scottish relationship: identity in contrast to national relations.

Expressing identity through art:

Race and nationality as identity:

The introduction of androgyny:

Exploitation of women, female artists commenting on their own sexuality and the fact that they are female artists.

Feminism as a response to male oppression and the male gaze.

• You put on a different identity depending on who you are interacting with:

Barbara Kruger:

Creating an identity for yourself that can be nothing like you actually are:

Man Trip: Aesthetics

The aesthetics of this project must be nothing like the existing Forestry Commission and various other 'outdoor activity' companies.

It must still relate to nature, but not push a 'tree huggy' style and still maintain a cool and credible 

I think this bold and gutsy style would appeal to the audience of groups of lads. It also get's rid of the interference of family and emphasises laughter and mischeif

This style is very contemporary and would appeal to a younger audience

Finding a balance between nature and 'trendy' and humorous imagery is essential to the success and effectiveness of this project

Using a simple illustrative style would be effective in showing what activities are available and it is a lot cooler than actual photographs of well mannered young men having wholesome fun in a forest.

Similar Audience & Approach

My target market is males aged 18- 22, groups of people with access to cars and free to do as they please but waste most of their time on consoles, watching TV or dossing online rather than making the most of their youth.


To change this I am going to mock these time wasting things and remind them that there is more to do with themselves and that they are still young and able to do them.


This snickers advert has got a similar 'get out and do it' tone of voice that I want to convey through this campaign.




Indiana Jones, James Bond and Chuck Norris are all sort of role models to my target audience because they are cool and adventurous, I may be able to use this idea of manliness in the campaign to inspire the viewer to be more active.

Similar Campaigns:

Change for Life

Change for life is a campaign that used print and television to promote healthier living and taking responsibility for your own well being. It uses a Keith Haring, child like style as the audience is parents and this makes them think about how their own children see them as role models. 

The style is consistent and recognisable throughout the campaign which makes it strong and made it into a successful campaign that communicated a message that is difficult to convince people to act upon.

This is a similar campaign that instantly doesn't have the same effect or impact as 'change for life' as it is overcomplicated and is not instantly obvious what it is about because it is an illustration of a generic landscape.