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Two examples of
how the finished illustration was used. Checkout Quaker
Coffee or wfour
websites to see more examples of how the illustration was incorporated into the branding of Quaker Coffee. |
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For this project I worked with wfour design group* in Philadelphia, to create a scratchboard illustration utilized in branding for a new coffee retailer headquartered in Wynnewood, Pennsylvania, Quaker Coffee*.
Getting
the assignment
The design concepts that wfour design group proposed for the Quaker Coffee
branding required an old-fashioned-looking illustration as its focal point.
A woodcut or wood-engraved style illustration would be the perfect look.
To find an illustrator who could do that style of work, Deborah Satya
Starr, the designer at wfour in charge of the project, did a
Google
search
using keywords appropriate for what she was looking for, and my site appeared
at the top of the results—thank you
Google! After showing my work
to their client at Quaker Coffee, Deborah sent me an email explaining
the project:
Hi
Michael, our studio is creating the branding for a new local coffee
retailer, called Quaker Coffee. I've included the hand
sketch [PDF file] that the client has approved as a direction.
The client has chosen your scratchboard style over other illustrative
styles presented to him (congratulations!) Now the hard work begins
-- what actual visual form will it take?
Right
now the concept sketch doesn't have enough visual power, although
it conveys the
"simple pleasures" connected with Quaker Coffee's
intent to offer simply delicious fair-trade coffee and freshly
baked muffins, etc. We feel that his logo, signage and cups are
the top vehicles for promotion so the logo needs to be strong.
Please
let me know if you're available or interested to work with us.
Of course, this is on a tight time line.
Thanks.
Deborah
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Continue
to step 2 to see the beginning of the
creative phase.
* wfour design
group gave me permission to use this project for self promotion and as
a tutorial on my website. They also gave me permission to use excerpts
from our email correspondence.
* Quaker
Coffee gave me permission to use this project for self-promotion and as
a tutorial on my website.
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