NEW BRAND DEVELOPMENT

CLIENT: BELLS BREWERY

Task: Create an eye-catching illustration that captures the adventurousness of a horse ready to run. DEVELOP a complete brand; including Packaging, POS, advertising, Digital, social and essence pieces.

The first national, year-round beer Bell's has made in 6 years. Tall order.

Oatmobile Packaging

Aromatic. Approachable. Unique. Intriguing. Happy-go-lucky. Full-bodied.

And we’re not just talking about the horse.

Digital Painting

Here is the original art, digitally painted for Oatsmobile. The benefit of painting it digitally is that I can rearrange elements to suit the need. Truck wraps might have the horse on the side to give space for package graphics, while posters might need plenty of room for copy. It can scale and transform from landscape to portrait. This flexibility of elements allow me to build many promotional and POS items that would have otherwise been impossible if it was painted traditionally.

Oatsie Painting

I started with a basic sketch, and continuously added layers of detail on top. Painter was a new program for me, and learning it was an interesting experience. The posture and personality of the horse was modeled after Larry Bell's dog Tessie, who has a curious and adventurous spirit.

Background and Overlayment

Once the horse was completed it was time to give him somewhere to run. Background, vignette and canvas textures were added, followed by the type treatment. By keeping each element separate, we kept our options open and gave ourselves flexibility to rearrange those elements for future usages.

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Point of Sale, promotional & digital

The first nation-wide, year-long brand Bell's had released in six years: we had to go big. Three hundred and sixty degrees of branding was necessary to introduce this horse to the world. We gave Oatsie plently of lead and let him run through print ads, point of sale, fleet graphics, apparel, introductory marketing, swag, etc.

A brand can't live by packaging alone.