Colour Theory - Illustration - Brand Identity
Tightarse
Tuesday
Newstead Brewing Co.
TIGHTARSE TUESDAY is a reoccuring event at the brewery that required advertising collateral to promote both in-house and online.
Newstead’s spin on the classic Cheap Tuesday, Tightarse Tuesday was born out of a brewery weekly chore: tap line cleaning. This was the first weekly venue event since the company’s rebrand in 2022, and presented the perfect opportunity to reinforce the new branding through strong promotional collateral.
“Every Tuesday From 4PM Til The Taps Blow Out”
︎︎︎ With the original cause of this weekly event being the tap line cleans and marketing the opening hours as from 4PM til the tap blows out, it only made sense to focus the illustration on kegs and the tap lines.
Using the keg as the illustrative subject worked perfectly. Making use of the rule of thirds, I structured the composition with a blank top third for the title, focusing the middle third on the keg illustration, and using the foam from the blown out tap to take up the bottom third of the composition, which could then be used as a blank space for the subheading and descriptive copy.
Making the design more stylised, I added a double stroke outline on the keg and foamillustrations to give it a more hand-drawn feel. The radiant backdrop also being outlined made the composition coheisive without taking away attention from the foreground.
Adhering to branding guides through exclusive use of Futura Condensed Extra Bold, adding copy made the poster cohesive and polished. Highlighting text in a secondary yellow added to the visual interest and helped the design’s legibility.
Overall, the poster was well received internally and was adapted to a 1:1 ratio for social tile purposes. Now having the design featured in venue and on Newstead’s social accounts, reception from customers has been overwhelmingly positive. The success of the project set a new standard for future in-house promotional designs and helped reinforce Newstead’s new brand identity.
Adhering to branding guides through exclusive use of Futura Condensed Extra Bold, adding copy made the poster cohesive and polished. Highlighting text in a secondary yellow added to the visual interest and helped the design’s legibility.
Overall, the poster was well received internally and was adapted to a 1:1 ratio for social tile purposes. Now having the design featured in venue and on Newstead’s social accounts, reception from customers has been overwhelmingly positive. The success of the project set a new standard for future in-house promotional designs and helped reinforce Newstead’s new brand identity.
