Initial ideas were inspired by Belfast’s Titanic Quarter a tribute building to the historical ship built in Belfast’s docks. The contrasting colour scheme aims to represent the ocean element associated with boats including titanic whilst the tonal shades also aims to represent depth as the titanic sank 126000ft. Research revealed the typeface absolut use as future bold condensed. With this knowledge the initial ideas played with type placement. Further experimentation with layout and placement created interesting formats but could be further refined.
The colour scheme is fitting of the nautical theme but could be perhaps experimented with further to create a more tonal palette. It was important to keep the typeface consistent with the existing brand, so Futura bold condensed was used to create different type compositions.
The Absolut brand design’s often contain negative space but getting rid of this creates an interesting point of difference against other designs. Whilst also creating a more luxurious limited edition design for the customer but still is fitting of the brand, their values, concept and aesthetic.
For further development the colour scheme could be pushed further perhaps with a single contrasting colour. Whilst the type layout could also be challenged further.
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