Rationale

The topic of research for this project was ‘Maltshop-style places in Wellington’.This idea was cut down to vintage-styled malt-shops. I wanted to research the small and secretive locations in Wellington that will appeal to the Vintage and Milkshake enthusiasts alike. It was apparent that a brochure of this kind would attract to all ages and of both gender, as milkshakes are a universal treat. I set the brochure with a sweet mix of 1950’s graphic design and homemade patterns, setting a very feminine and ‘cutesy’ emotive visual language. Bright , pastel colours are the main focus as my subject is very playful, juvenile and sugary. Big, bold photos of milkshakes and sodas are the focus points of my spreads and I believe this attracts the eye in and provokes thirst. It also helps to attract the younger generation which are solely image-focused. From this project I have learnt that the field-research part of an assignment can be adventurous and also enjoyable. I have also learnt that it is incredibly easy to swing away from your initial brief and go with your own direction, leaving all that the project should actually be, behind. This for me was keeping my brochure ‘Wellington’. Overall, I enjoyed the project and found it a new experience researching something I was actually interested in.

Jamie Bottomley

Finished Print and Binding

So after getting my prints done at Warehouse Stationary (first time perfect and in 5 minutes ~ thank god!) I trimmed the pages and bound them together with stitching.

I chose to stitch as it looks nicer and more delicate,  appropriate to my very feminine brochure.

Putting It All Together...

Here are the final finished spreads that are up for printing and hand-in. After some small amounts of tweaking here and there.... I HAVE FINISHED. Now off to the printers!

Title cover RECREATION

I was finding it pretty difficult to come up with a final cover spread, looking back at my other potential covers. I couldn't pin it down and get a WELLINGTON idea.

I roughly created a new sketch of a potential cover (mainly for class critique and to save face)

but decided I hated it. Then moved onto another sketch that would take up the entire front and back pages.

I was pretty happy with the sketch and decided to go with this idea. I had to then source a high quality and well positioned bird's eye of a milkshake.

BINGO

Then add text and some filters to create a 'little bit shit' Wellington vibe.....

I also added in my pattern to the back ever-so-slightly, to give a bit more personalised texture.

Final Cover Spread

Introduction and Final spread

So my map turned out to be in the wrong place (should be with introduction) so that changed.

This is now my introduction page including updated and refined map. I lowered the maps' opacity to pull focus away from the colour and highlight the sub-map I included.
Introduction page remains relatively the same except smaller and more compact.

I decided to create an interactive page so 'the audience' could utilise the brochure as a personal 'milkshake experience' scrapbook. The layout encourages to stick in photos, personal scribblings and reviews on the locations and their choice of milkshake/soda at said places. 

New composition

Here is my updated and re-thought composition idea for my 3 spreads.

Introduction

Crumpet

End spread

Six Barrel Soda

The new composition consists of one main image of specialty milkshake/soda in the middle of a 'rule of thirds' grid. There are now 3 main columns (text, centre image, images/secondary information).

I think this composition sits a lot more comfortably with the eye, as the last composition cut off the main image with an incomplete shape. 

I also added some hand-drawn elements (titles of each spread, framing of main images) to give a more 'homely' feel. This comes from the milkshakes' natural messiness, and inability to create a milkshake perfectly clean. 

Critque

After a critique with the tutors, here was my new plan of action..

~Change title cover as it style was in it's own world. It didn't connect up with the other design aspects of my brochure. So that had to go.

~Change spread compositions, there was no visual flow as the centre images just stuck into the fold and looked 'odd'.

~ MORE WELLINGTON! I think this is too many people's problems, it's difficult to stick to.

~Play with grid and type positioning.

~Experiment with composition.

Here we go.. Mock up take 2!

Symbols!

Just playing around with my secondary point symbols. Pretty straight-forward really. No need for to much refining or stylising i dont think.... Colours can be easily changed to different hues.

Family Friendliness

                                                                        Flavour Range

Price to Volume

Digital Compositions

So I've finally gotten around to digitalizing my spreads. Ugh, still lots of proper compositional work to do..set up to grid, type text arrangement etc. I am happy with how this is going so far, just need alot more refining. Still having trouble with trying to 'Wellington-ise' my front cover..... the inside spreads are fine...but that title.

Pattern Experimentation

These are some background patterns I've been playing around with for the backgrounds of my location

spreads. Some of them seem pretty obvious as to which locations they would represent( for ex. the SBSC opening hours logo as a part of a pattern).

Colour Swatches

Colour Swatches. Alright. Basically took the eyedropper tool on Photoshop and picked outstanding and general colours from my photos of locations. I then arranged the colours into relative groups and swatches, which I think worked well for all locations. At the end, I took most common swatches and colours from each location and created a chosen swatch page. These will be some/most of the final colours I will be using in my scheme for my final designs.

Compositions

Here are my initial composition sketches/ideas. I wanted to keep the designs/borders smooth and circular. Square and rectangular images wouldn't work as well for this subject matter (bubbly). I forgot to scan in my Crumpet page, but they were basically the same as these ones. I have also included my chosen composition I will continue to work with throughout the process.

Primary Photos

Primary photographs taken for brochure finals. These will be the final images used in my concepts and mock-ups from this point onwards in the project.

I will however have to point out that the 'Crumpet' Logo photo was a secondary image taken from http://peoplescoffee.co.nz/theperfectmix/ as I did not take a photo depicting the logo.

Research Pages

Here are the updated research pages for each location. Had a thought about following a 'narrative' with the sequence in which the locations appear in the brochure. Perhaps to do with age-appropriateness? Begin from 'younger' and more family-friendly and progress into the more mature, sophisticated. Martha's Pantry, Six Barrel Soda Co and then Crumpet. Crumpet is the definite choice of being more matured, being a more 'evening' experience.

Using Colour

So today's studio consisted of us investigating given images to describe emotive and rational qualities of random patterns. We then moved on to creating our own patterns for our chosen places of interest....and then adding colour. This is my finished page of a few colourizations generated from the excersize. The close up is of my favourite pattern. Its obvious to Marthas Pantry, but for some reason, I think it stands out well. ..despite it being so simple two-tone.

Image Collection & Classwork

(Please forgive the terrible nature of these photos)

A collection of both primary and secondary research, I threw together some original and found photos of my locations and put them side-by-side with some swatches, texture and pattern examples to try and find a general 'essence' for each location.

Six Barrel Soda Co.

Golds, pale forest greens, blues, off-whites and pastel yellows give the all round interior tone for SBSC. The patterned feature wallpaper is probably the most dominant element. 

Martha's Pantry 

What can I say? It's all there. Pinks, pastel yellows, creams, whites and pale blue splashes. Little girl and Granny heaven. 

Crumpet

Monotone and sepia. Just like an old film. Black and white geometric patterns, wooden chairs, round tables with flower posies. Crumpet quietly screams 'sophistication' inside its intimate and cosy walls.

Finding a crossover between 1950's and 1930's graphic design and illustration is either going to prove very difficult or very fun.

Overall graphic style that I'm thinking of using in my brochure....

(colour palette will change)

Decided Locations

Decided Locations :  - Six Barrel Soda Co.
                                - Martha's Pantry
                                - Crumpet


I decided not to go with any cheaper, 'dairy'- style milkshakes as I wanted the focus to actually pull back on the locations themselves. Continuing with this theme of 'vintage' malt/soda bars, I brought Crumpet into the mix as it is has a 'Speak-easy' feel to it. I thought this would create an interesting dynamic as it is not strictly a daytime cafe'. Of course you can go there during the day, but there's something much more special and intimate about it during the evening. I think that's an important factor to consider here, evening activities aimed at the more mature for what seems like a juvenile activity. I want to keep the brochure focused on small, vintage-themed locations to get a milkshake/soda in Wellington City. I think there's a nice, mature and enthusiastic demographic sitting in this little spot, as well as family-friendly and whatnot.

CANDIDATE 4 : Fidel's Cafe

C'mon, we all know Fidel's. Great restaurant/cafe but the status is so 'hipster'. Still love it. GREAT MILKSHAKES. The Snickers milkshake is my personal favourite because it is pretty much a snickers bar blended up into a milkshake. Yes. Fidel's is a bit different to my other choices of milkshake locations around Wellington, but is probably the most well-known. I cant decide if Fidel's is going to be a concrete candidate in this brochure as it just seems to blend in with the other choices...

''The undisputed King of Cool on Cuba Street, Fidel’s Café has a long history of serving strong single-origin coffee and hearty fare that won’t break the bank. On top of their legendary pizzas and salads, there’s a wide variety of dishes from brunch ‘til dinner that cater to vegetarian and gluten-free requirements, and a sizeable selection of sweet and savoury cabinet treats to boot.

Fully licensed and serving until late, this spot is ideal for the late-night caffeine fix, though they’re also known for their smashing milkshakes. Earlier opening hours on the weekend mean breakfast is exceptionally popular, so it pays to be in quick.

The interior is warmly adorned with imagery of the revolution, but if it’s too packed there’s always the sun-soaked courtyard to bask in when the weather holds, and another that’s semi-enclosed out the back.

Words: Matt Paterson''

Review taken from : http://www.neatplaces.co.nz/place/fidels-cafe/