Tusker’s 100 Years process

The design brief for this project was fairly open, however the client sought vibrant, bold and expressive explorations. The main design idea was to use cool, custom calligraphy and write it around contemporary, energetic photography. Together with the ‘100’ lock-up and main yellow colour, I created a fresh, distinctive set of visuals.

Searching for a visual style, exploring large lettering alongside bold photography

Option 1; Yellow coloured custom lettering over close-up photography of people

Option 2; Custom brush lettering with photos of individuals against off-white or yellow backgrounds

Option 3; Same headline across all executions with black and white photography

Same headline executed with custom lettering over colour photography

Different headlines written with custom lettering, over black and white characters

Same headlines across all executions

Brush stroke is re-traced and re-generated in Illustrator to follow the curve

Logo design process

Decorative illustrations go around the picture to add some playfulness

Product key visual build process

Key visual build elements

Lifestyle key visual progression

Final key visual revisions and colour variations