Beck's Beer - Vignettes for YellowCab Magazine

It seems that a lot of my work is inevitably connected to beer. Once again I had a task of connecting the beer brand with music – this time for it was a series of ads and vignettes for a lifestyle magazine. The brief was to brand the magazine’s music pages with a couple of rather simple vignettes and two full-page and half-page ads, visually connect Beck’s beer and different music styles and genres.

Main idea was that each of the vignettes would represent different genre, so that the appropriate picture would be connected with the topic of the article on the page. It involved more work from my side, but made the branding look much more natural and unforced.

Becks and Music - Print Ad

Becks and Music - Print Ad

Incoming search terms:

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The first one:

Needless to say it was rejected. No comment was made whatsoever.

Second attempt was more ‘serious’:

Closer. But not there yet. So, I made the third one (all of the attached pics are actually low-res sketches, so the quality of the pictures is not too good sometimes):

Bingo! The third one was the lucky winner! I like it because it has that dinamic ‘in your face’ look and feel (I admit I imagined myself swimming in the beer, too), although the first one is still closest to my heart. I think I will make a copy for my room.

(*Then he goes away crying and complaining how clients are so cruel and insensitive. )

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And now the first ‘commercial’ post. This is from the time I’ve worked at Publicis Serbia. The task was to brand a popular disco club, connect the beer brand with the music and dancing, thus differentiating it from the competition. So key concepts were: fresh, young, cool and modern.

I liked the idea of making a series of panels – different stuff connected by the same concept and yet not get boring and repetitive. There was also an issue of localizing the brand flavor – in most cases, global Beck’s campaigns had black background with somewhat gloomy look. The client didn’t like black, but I did. I wanted to prove my point – black doesn’t necessarily mean bad. Quite contrary.

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