I. RESEARCH:

1. About:

2. Products:

3. Brand Identity / Research:

<aside> 💡 My communication design project was inspired by this quote:

“Like a rooster, the beers are simple, proud, dependable, and have a voice.” Joshua said. “We found these traits reflected in Vietnamese culture itself, which is why the whole brand feels so integrated with the place.”

• The Dieline, Rooster Beers Isn’t Just A Beautifully Designed Brew, It’s A Celebration Of Vietnamese Culture. (2020) </aside>

4. Creative Brief:

<aside> 💡 Tagline: “KẾT VỊ HOÀN HẢO, KHAI MỞ CUỘC VUI”

                                **"PERFECTLY TASTEFUL, UNLEASH THE FUN"** 

Target audience: 18 to 27 years old, students - recent graduates, or office workers, with a strong personality, a dynamic lifestyle, and progressive thinking.

Issues to address:

• Create a poster (both printed and digital ads) for the project, incorporating the brand's spirit into creative elements.
• Pioneer the creation of relatable experiences and stories that capture the voice and spirit of today's young generation.
• Position the brand as a Vietnamese beer brand that understands the Vietnamese people.
• Highlight that Rooster Beer is meant for savoring, for enjoying the street atmosphere.
• Utilize eye-catching imagery, colors, and contemporary photography that are fresh and distinct from the direction of other craft beer brands. </aside>

5. Design Thinking - Customers Pain points:

6. Design Solution:

Expressing brand personality through the project: “RAW - BOLD - YOUNG- OPEN MINDED”

⇒ Street Culture, Pop Culture (In Vietnam)

<aside> 💡 Methods and elements of project execution:

• Street photography
• Utilizing images and storytelling of street culture with an exaggerated, humor-laden metaphorical style. (METAPHORIC CONCEPT)
• Communication posters (Printed-Ads and Digital Ads) </aside>

7. Campaign Mood - Vietnam Street Culture:

8. Metaphoric Images

9. Photography & Graphic Design Moodboard:

II. Execution:

1. Sketch: