Our two products were:
 |
| Old Empire IPA (Indian Pale Ale) |
 |
| Tesco Everyday Value Bitter |
We looked at the products individually, their branding and design and then in comparison to the other.
Old Empire IPA:
- Regal colours (rich purples, golds)
- Glass bottle, embossed
- Smart fonts
- Established brand (since 1834)
Tesco Everyday Value Bitter:
- Complementary colours
- Can, 4 pack plastic rings
- Basic fonts and too many different fonts
- Obviously value for money
In comparison to one another we settled that the Old Empire IPA was visually and physically more appealing to us as a product. Both products use the same cream colouring for the background of their labelling but Old Empire IPA use a set of rich, regal colours for their lettering in contrast whereas Tesco used a beer-coloured palette for theirs. Tesco's design has a positive with the artwork but we also felt that wasn't relevant to what the product was, a bitter, it comes across quite childish for grown-up product in comparison to the IPA's golden ship which gives off the impression of an exotic product from a far away land. As well as the visual design the IPA was superior as a physical object for being a glass bottle opposed to a can, something we agreed we would prefer to drink from.
This exercise was useful as it made me think about things such as colour, type and artwork and how this effects a branding and what relationship it has with a product.