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THE VIKINGS The Vikings’ homeland was Scandinavia: modern Norway, Sweden and Denmark. From here they travelled great distances, mainly by sea and river - as far as North America to the west, Russia to the east, Lapland to the north and North Africa and Iraq to the south. We know about them through archaeology, poetry, sagas and proverbs, treaties, and the writings of people in Europe and Asia whom they encountered. What we call the Viking Age lasted from approximately 800 to 1150 AD, although Scandinavian adventurers, merchants and mercenaries were, of course, active before and after this period. Their expansion during the Viking Age took the form of warfare, exploration, settlement and trade.

skilled craftsmen and boat-builders, adventurous explorers and wide-ranging traders. They were

During this period, around 200,000 people left Scandinavia to settle in other lands, mainly Newfoundland (Canada), Greenland, Iceland, Ireland, England, Scotland, the islands around Britain, France (where they became the Normans), Sicily. They traded extensively with the Muslim world and fought as mercenaries for the Byzantine emperors of Constantinople (Istanbul). However, by the end of the 11th century the great days of Viking expansion were over.


VIKING BEARDS Even though Viking Beards looked awesome and came in hundreds of different styles (just like hair cuts today), they had no particular religious or tribal meaning part from the fact that they kept the face of each Viking warm in those frosty Scandinavian Winters. At the time, the Vikings were the only people in Europe to Bathe, which they did on Saturdays which they called Lördag or Lørdag which meant ‘bath - day’ As they were very skilled carpenters they were one of the first to create intricate and complex grooming tools, such as combs, tweezers and ear spoons.


VIKING DESIGN / PATTERNS The richness and energy of Viking design is indisputably equal to that of Celtic design and can be seen in the surviving metalwork, woodwork, textiles, stone and bone carvings and ceramics of the Viking homelands, of Norway, Denmark and Sweden as well as western lands, they colonised Iceland, Northern Scotland, the Isle of Man and Ireland. The visuals that the Viking created would create some interesting design concepts, the pattern are so intricate and elegant and the ancient mythological symbols they used were visually really creative.


THE VIKINGS AND THEIR DRINK The Vikings were known for mostly drinking Mead, ( a thick wine made from fermented honey), but the Vikings were also known for drinking Ale, as they were often could farm the ingredients they needed. Even though they have been known throughout history to be incredibley heavey drinkers, the Vikings actually knew how to control their alchol well, as they had been taught through quotes of their mythical gods that being too drunk could be dangerous.

‘Ölr ek varþ, varþ ofrölvi at ens fróþa Fjalars; þvi’s ölþr bazt, at aptr of heimtir hverr sitt geþ gumi.’

Word of the Great Viking god Óðinn. ‘Drunk was I then, I was over-drunk, in the fold of wise Fjalar; But best is an ale feast when a man is able to call back his wits at once.’

CONCEPT The Vikings, as a topic, is a pretty broad subject, and as you can see from the research topics on the previous pages, I have chosen distinctly what I believe is good about the Vikings. By taking the elements previously researched about the Vikings, I aim to

produce a new

brand of Ale called ‘Viking’s Beard Ale’. I intend to give the brand an identity, create a range of bottle/ label designs, beer packaging, promotion for the Ale as well as a range of products that may help appeal to the target audience.

TARGET AUDIENCE Having looked at the current annual marketing reports for bottled and cask ales for Marston’s Brewery, it seems that the main demographic for ales in general is males between the ages of 35-65. However in recent years, the power of the ale has increased in popularity throughout the younger generations. Therefore, considering the vikings are considered to be a manly figure of power and quality in the ale community. I want aim ‘Viking Beard Ale’ at a younger, male,

middle class audience between the age of 20-34. Ale is not currently marketed towards this age group and as Ale becomes more popular amongst a younger generation, it seems like a great opportunity to creat an ale that is specifically focused towards this younger audience.


BEER BOTTLE AND LABEL DESIGN The design of the over all branding will remain as consistent as possible throughout. As I really like the aesthetics of the Viking patterns and symbols, I intend to use my own variation of labels that follow a similar design pattern to that of the Vikings. As you can see by the examples on the opposite page, using Viking patterns with a transparent background could create some really interesting and unique ale packaging visuals, which could grab the attention of the younger audience.

Thorleifur Gunnar GĂ­slason



BEER BOTTLE PACKAGING DESIGN The packaging for the bottle will have to relate closely to the design on the labels. I want to try and keep the costs down as much as possible as this is still aimed at a younger audience, even though this will be cheaper than most ales, it will still be more expensive to produce than most mainstream lagers. The packaging must be consistent, but unique and eye catching. This will also give a good opportunity to try out some different print processes and finishes.


PRODUCT RANGE I intend to produce quite a broad range of products for this brief, because at the end of the day I am creating a new identity fro a product that hasn’t been heard of before, so as many products should be created as possible, to give the product a unique selling point as well as the fact that these products could be come collectors items or given away free for promotional material. - Bottle opener - Bottle sleeve - Beer Mug / vessel - logo / brand - Pub chal board - Pub tap visuals - Promotional poster, billboards, addshells.


Viking research booklet  

16 page research booklet for Viking beard ale