What did i do?

We were assigned to create a beer brand with a self-selected theme, and I chose Christiansfeld since it’s my hometown and was recently designated as a UNESCO City.

Brainstorm / Concept.
After selecting Christiansfeld as my attraction, I began with an Idekú brainstorm and created a mind map. During this process, I extensively researched the history of Christiansfeld, focusing on identifying a connection to a UNESCO site, which could potentially enhance the appeal of the beer as a selling point.

Font choice, Target audience.
To better match the demographics of Christiansfeld and the local tourism, I have opted to target an older audience than my usual demographic. Accordingly, I have selected Montserrat as the font choice, which is already being used on most of the Christiansfeld event pages.

Label
I aimed to create posters for Christiansfeld that could serve as a keepsake for visitors, similar to the iconic ‘Nyhavn’ posters. As a selling point, the posters also feature the UNESCO logo. One of the posters features Abbrey ale, a Catholic beer commonly brewed in church, which relates to the Catholic heritage of the ‘Herrnhuter’ people who settled in Christiansfeld. For the second poster, I designed a Stout beer label and created a night version.

Video
As my target audience is older, I aimed to evoke a nostalgic feeling in the video, conveying the sentiment of ‘time was better when I was young.’ The video’s premise revolves around the idea that while modern manufacturing relies on machines, the brewery in Christiansfeld still adheres to the old recipe and uses traditional handcrafted methods.

Website
Due to the requirement of using Javascript, I decided to use an OnScroll effect instead of the more complicated parallax effect demonstrated by our teacher. This decision was made with our target audience in mind, as the OnScroll effect is easier on the eyes and more suitable for their preferences.

Flyer
To maintain consistency with the label design, I aimed to create a flyer for Christiansfeld that would feature a similar style. Additionally, the flyer would contain extensive information about the town’s history and the brewing process, providing visitors with a comprehensive understanding of Christiansfeld and its unique qualities.