Leeds Brewery//Brief

Creative Brief

Client:  Leeds College of Art and Leeds Brewery

Brand: Creative Networks

Job description: Creative Networks Beer Label Design

Date: Monday 25th November 2012.


Background
Leeds College of Art runs an event programme – Creative Networks (CN) for those working
in the arts, cultural and creative fields, and of course you, our students. We are the biggest
network of this type in the region. In the past the events have featured a wide range of artists,
academics and designers including designer Jimmy Choo, artist David Shrigley, Patrick
Burgoyne – Editor of Creative Review, street artist James Jessop, photographer Kevin
Cummins and academic Kate Oakley.

Although the event itself is based in the lecture theatre at the college there is also an
emphasis on the cafe area for all guests. Alongside the proposed stalls, exhibitions we are
hoping to create a unique and innovative environment for the evening and as part of this we
would like to have our own branded beer for the bar.

Brief
To design a CN beer label to appear on the Leeds Brewery supplied beer for our upcoming
2013 events. Leeds Brewery has agreed to print front beer labels for our events. The
branding and appearance of these labels will complement the CN events.

Purpose
The beer will be available to all the guests at the events in 2013.

Concept/Proposition
Innovative – different to other beer labels
Eye-catching – if it was on a shelf it should stand out and have a presence
Memorable – people remember the brand so next time they come to the event they recall the
label and branding
Contemporary – modern, up-to-date, it should reflect the nature of the events

For those wishing to develop concepts we would also be interested in more unconventional,
experimental and radical ideas.

Please consider and reflect these words in your concepts and ideas.

Target Audience
The target audience will include:

Industry – a range of people from the creative industries from design and advertising
agencies, community arts groups to individual artists, etc.
Alumni – ex students from Leeds College of Art
Academic Staff – your programme leaders, tutors, senior management team etc
Students – your good selves

Objective
To design the front label for “Hellfire” beer.

Copy
Current product descriptors: Hellfire, 5.2% a fiery pale ABV bitter, premium malt, fruity,
choicest hops, lasting bitterness, full well balanced. We would recommend that some of
the product descriptions remains, such as’ Pale Bitter’. We are open to suggestions but the
delegate will need to know what they are drinking.

Colours
It is important to consider colours that complement current Creative Networks logo, signage
and web-based material. See http://www.facebook.com/creativenetworks?ref=hl &
@CreativeNetwrks (twitter) & Eventbrite.

Typeface
There is no set typeface to be used as long as it works with the CN logo.

Style
It should be innovative, professional and considered whilst portraying the College as a leader
in art, design, media and communications education.

Mandatory Inclusions
The design must have the Creative Networks branding included (either logo or typeface).
We recommend that the black and white logo be used on the label or possibly as sticker
on the top. The extracted text logo is a fixed piece of artwork and should not be recreated,
distorted or altered in any way. It is important to provide an area of clear space around the
logo so that it always appears clearly and is never obstructed. When reduced to a small size
the logo should always remain legible and prominent. If placed on a dark background, where
the black is not visible, the white version should be used. The logo works well when centre
aligned and we encourage you to use it this way.

Please contact marketing for further details on brand guidelines and how to use logo on
promotional materials.

Format and print requirements
Label Size 86 x 57 mm (allow 1.5mm Bleed)
Digital Artwork required in CMYK.
The label will be printed on self adhesive MC Primecoat.
Quantity 500 labels

Delivery to Leeds College of Art

Print Process
We would like the successful student to liaise with the printer and coordinate the print and
delivery in conjunction with the PPE team.

Portfolio Opportunity
We will provide a number of the finished products for the successful student to photograph
for their portfolio.

Timescales
Brief
Mid Point Review
Final designs Submitted
Winner Announced
Artwork sent to printer
Proofs
Printing on press
Labels Printed
Labels Applied

Approval Process
PPE team and Amber Smith.

Design must be completed and submitted by the 11th January 2013.

Final entries to be presented on 11/01/13 to amber.smith@leeds-art.co.uk &
tom.hammond@leeds-art.co.uk