PROJECT OUTCOME THE FINISHED CREATIVE CONSTRUCTION ANALYSIS
In order to capture the attention of this new target audience I explored sub-brand names that were able to communicate a sense of experience and quality, yet were also catchy and memorable. My explorations led me to the name “Silverline” for the this new sub-brand. I used a script typeface since it beautifully suggested the fluid long flowing curves of a fishing line as it’s being cast into the water. I knew there needed to be a contrast between the typeface chosen for the re-branding and typeface used for the new subbrand that would always reside in close proximity to it. My explorations of typefaces that were able to effectively communicate the tradition, history and experience of the company lead me to chose the Rosewood Std. typeface. Wanting to maintain the visual imagery of the original script typeface, my explorations lead me to decide upon the Voluta Script Pro typeface. The very exaggerated capital “s” of this typeface family however was to vague and not immediately decipherable though. To solve this problem the it was hand modified to and slightly scaled down to create cohesive feel with the other letterforms. Recognizing the effective visual imagery of a fishing line be cast into the water the scripted typeface suggested, I designed the script style ornamentation to frame the re-branding and new sub-brand. By designing the lower ornamentation to be larger and visually support the elements above and designing the upper ornamentation to be smaller and visually lighter, I created a design that successfully communicated the superiority and tradition of Shakespeare with the way it resembled a crown. My final design incorporated a color palette that was able to communicate the company’s experience and history, with a brown that might be found in an old aged piece of wood on dock or pier. In order to contrast this colors mood and feel, I incorporated a brighter pastel color palette. Together these colors are able to effectively communicate Shakespeare’s rich history and experience, while at the same time giving the packaging desings a young, fresh and modern style voice to directly speak to this new target market.