As the Designer for Superfly, I find myself working on a vast range of different projects for a wide variety of different businesses. When I was presented with the Crafty Little Brewery Project, I was really excited. It was something new and it required some skills and techniques that I had been waiting to get the chance to use at Superfly.
Crafty is a new local Brewery offering premium real ales, that are handcrafted in small batches in East Yorkshire. They wanted their brand to reflect the background of the business and the location where it was formed. The idea of having woodland animals was where the design concepts first began, starting with the design for the Red Ale, which punningly enough we decided to call Red Tale, and focused on a Red Fox as the face of the beer. Crafty were not sure at this point what style they wanted their characters to be, it was a huge decision as these characters were going to be the heart of the brand, the face of each beer, it had to be perfect.
This was design no.1 for the Crafty Little Brewery, Red Tale. Starting with a basic sketch, I then brought the design to life digitally by adding detail and colour. Crafty wanted their animals to each have a drunk smirk on their faces so it was important that I incorporated this. I felt like the design was good but along with Crafty we felt it wasn’t strong enough to work as a beer, it came across too cartoony which could aim at the wrong target audience and we didn’t want that.
After some long debates on what route to take with the designs I took a risk and decided to go down a route we hadn’t even discussed before. ‘Crafty’ came from the term ‘Craft Beer’, that being what the business sells, as a designer all I could relate it too was Arts and Craft. The logo was already in this crafty style I was visioning, so I stripped all of the ideas we had back and sketched up a detailed image of a straight up Red Fox and presented the idea to Crafty. I still incorporated the little cheeky grin that the team wanted in the designs, but it was the simplicity and the sketchy style that they really loved.
I then worked digitally on the piece to incorporate colour using a watercolour technique on Photoshop to nicely blend the colours and define the features of the animal. I took the ridged border style from the logo and bordered the animals face too to help emphasise the finer details and also create a link between the animal and the logo forming the overall brand.
It was from here the rest of the brand developed. I drew a range of different animals, using only the strongest pieces for each of the Crafty Little Brewery Beers, the biggest task was actually deciding on their names! We explored Lions and Owls, Squirrels and Cats, all of which we didn’t use!
But then there were the pieces we did use and these are what make up The Crafty Little Brewery.
Once these were finalised it was then on to the Beer Pump Clips, Stickers and Keg Clips for each beer and also a Pull Up Banner, Letterhead and Information Sheets were needed too.
It has definitely been a long project but most certainly one of my favourites too. Getting to see the beers as actual physical products after hours of only seeing them on my computer screen was really rewarding. I hope people drinking Crafty all across Yorkshire not only enjoy the taste of this beer but also love the branding as much as I do too!
Since I first starting working full-time in marketing just short of 10 years ago (gulp!) I’ve had campaigns and ideas that I thought would be amazing which have totally crashed… but also some others that have been far more successful than I could have ever thought, generating lots of enquiries and sales.
Six months have now passed since I joined the Superfly Marketing team, in this space of time I’ve already learnt so much that I could never imagine myself doing. Being able to design has always been my strong point however the development side of websites was an area I was lacking in experience. With the help of the Superfly team I have learnt the basics of coding such as HTML, CSS and PHP. I have produced a lot of websites for many different clients already such as building contractors, travel agencies, financial planning and much more!
As with many businesses, obtaining a large following on social media has become the ultimate goal in digital marketing. The more followers/likes your business has not only demonstrates that you are a reliable and respected source but it increases your brand recognition and awareness.
If you’re a new business or if you just feel like your social media strategy isn’t working, check out my top 5 tips of ways to increase your followers. Read More
I’ve often argued that thinking long term with a marketing strategy should be a marketeer’s main aim. Striving towards goals that takes hard work over time is often cost effective in the long haul, but that doesn’t mean there aren’t quick fixes along the way! Need some handy tips to keep your online marketing fresh? Read some of my thoughts below…
When Instagram launched its new design and story feature last year it changed the social media game. With Facebook later joining in, the competition against disappearing images began. Both Instagram and Snapchat are now regularly updating their apps with new features to become the best platform for stories, but who really comes out on top? Read More
Since beginning working at Superfly I’ve really learnt the ins and outs of social media and the benefits it can have on a business. From what I’ve already experienced, there’s so much more to social media than people really think.
I can’t believe it’s May, which means I’ve been working at Superfly a month already! Before applying for the role at Superfly, I had the worry and stress of finding a full time job before leaving University in my chosen career. From studying a Fashion Communication and Promotion degree, this has given me key skills and knowledge that can be applied within many fields and not just fashion. This benefited me a lot as I found that I could use my abilities across different industries such as digital marketing, PR, graphic design and writing.
When working on objectively trying to improve a company’s marketing activities, I personally think it’s really beneficial to identify which competitors are absolutely nailing their marketing and branding. It’s no surprise that often the more successful businesses in each sector are great at their marketing, partly because of budget but mainly because of their positive and open minded attitudes towards the importance of marketing.