jessicawhitley

Referencing brochures, images, & handouts to get a concept sketch worked out.

My idea for "Industri Ale" - a play on the word "industrial" (March 26, 2021)

Replaced claw hammer with sledgehammer, because it's a more commonly used tool for all workers. Stuck with Ridgid straight heavy duty pipe wrench, because the wrench is a symbol for pipe fitters.

Re-drew/adjusted both tools to get them proportionately right, added in a stylized Babbitt Chainwheel for a more balanced look to overall layout of graphic.

Erased my inked sledgehammer of scanned image in Photoshop, so I could print it out again to re-draw & work it out - welder's torch instead.

Once I had this in Photoshop, I was able to add in color & texture with paintbrushes - this was the fun part & utilizing multiple layers makes it easier.

This is where I had shading & color depth figured out.

This is what the first layout of the black & white version looked like (after more edits) - I added in type (for different types of customers in different industries) to wrap around the sides of the beer can.

The initial concept was for a 3 year collection series of black & white cans. Yet keeping within the PV brand palette added a striking amount of color without it being too much.