D&AD: Tuborg | Graphic Design Showcase - RYATHO

Project Brief

Chosen brief: Tuborg

Joint project with Aidan Cant

Aidan's Website

Jump to final outcomes

Take me there

Brainstorm

Initial brainstorm of thoughts

Research

Robot Food's Tuborg branding refresh

Successful Campaigns

Coca-cola 'buy the world a coke'

John Smith's 'No nonsense'

Irn Bru 2013 Campaigns

Pepsi's 'Pepsimoji' Campaign

Heinz 'Draw ketchup' Campaign

Heineken "The Hidden Message for The Boring Mode"

Heineken "TH3 G4M1NG FR1DGE"

Red Bulls "Tetris in the sky"

Tescos 'Clubcard 90s Rave party'

Ikea's 'Flat pack'

Aldi x Lewis Capaldi Collab

Apple's "Your tree on Battersea"

Kenji Abe's beach bottle design

Heineken's mobile plan 'rewards for logging off"

Tesco's fashion home

Jägermeister "Lukewarm shots"

Mcdonald's 'Draw how you feel'

Sam Jones x Crayola

Absolute x Keith Haring

Coldplay's Xyloband

Survey Research

Setup/Design

Feedback from survey

IDEA Formation

Joint rogue idea brainstorming

Ideas Presentation (for tutors)

Ideas Presentation (merged)

Trying to work out ideas with strategy

Tuborg 'Free to____"

Other ideas weren't really working that well, and we couldn't seem to find a way to bond 'Twoborg" and "Brings you back" together into a full campaign, so bombed it all off and had a reset. Will keep certain parts (such as some experience ideas and the twoborg 2 pack bottle idea, but they'll presented differently).

Presenting Tuborg "free to"

Tuborg 'free to___', a campaign centres on the ability to be free of your problems through expression, problems of which may feel personal to you, but could also be problems that many others also face. The ability to choose your release through the use of different words or phrases is core in promoting self expression. 'free to' challenges people to ask themselves what would be the one emotion or action that would help them to be in the moment.

Pulling the 'pull tab' of Tuborg is but a physical action, we want to get people pulling the 'pull tab' on mental health, getting all to be open and honest. Spreading positivity through interaction.

v1 iteration:

Typeface wasn't the right vibe. it had grunge which would of fit well but it felt a bit too childish... Tuborg's own type, Tuborg Grotesque also wasnt the right fit... so looked at another option: Gambado Sans.

Wanted a fun and upbeat type that feels lively, bit like the vibe Tuborg aims for with its pulse and music themes. Gambado fits perfectly, whilst still looking clean (but wonky).

v2 iteration:

Work split

With the over arching campaign and slogan sorted, work will be split to avoid doing stuff twice. Aidan will mainly concentrate on packaging elements and 3d, including the reworked 'twoborg', and I'll concentrate on the main branding and some campaign ideas. Will help each other when needed.

Development

Campaign flow

Working out what bit connects to where and who and what and why.

Prototyping

Helped Aidan to work out a basic prototype for what one possible solution would be - having a joint pull cap for the bottles.

Prototype label (to work out measurements)

3D Modelling

Modelled the tuborg bottle to speed things up for the 3D side of things

alleviateReworked dual-pull cap to aleviate real-life usability issues of the original two prototypes (and make it look less phallic, thanks Vince)

New shape in affinity;

3D Model in blender:

Billboard

Website UI

Wireframe Sketches

Figma Board

Concept Work

Feedback & Changes

Changed the idea, as it was becoming increasingly difficult to tie it all together, and it wasn't very original.

Take 2: Tuborg ESC

Direction change

Wasn't getting anywhere with Tuborg ESC, and tbh the whole thing became a chore, but we liked the idea conceptually of targeting the demographic of young adults that forgo the classic drinking locations, who will instead choose to drink within their own safe spaces.

it felt like we were so far away from our original ideas, and nowhere near a finished idea. Both previous attempts were boring and lacked any sort of quirk. Getting gen-z to engage with something requires a certain kind of hook, something pointless, funny, random or whacky without much relevance.

Whole point of this campaign is that it is kind of is pointless? But that's what catches the attention of young adults.

Take 3: Tuborg 'duck it'

After sitting for a bit, and toying with a duck and a beer bottle, we come up with the idea of 'duck it', an evolution of turborg esc. introducing a duck as a mascot, duck it allows young adults to have a physical touchpoint to release stress. pulling the cap gives that pop, but a duck would give a continued sense of pressure release by giving something tangible that could be played with.

To expand on this, an app would be designed that allows you to play with a digital duck, manipulating it to release different quack sounds, all through the form of custom voice generation that has the user's voice characteristics.

This would be accessed through the physical duck by embedding an NFC chip. tap the duck on your phone, boom link to app. transition of physical to digital.

Duck app reminiscent of early iOS apps, like talking carl, a red character who let out random noises. Ideology to this is channeling the users pressure release through a illegible language (personalised quack).