The Brief

Create two distinct look and feels for beer brands San Miguel and San Miguel Fresca on San Miguel's parent Facebook page. Both should have their own personality - Fresca as the exuberant story makers and San Miguel as the reflective story tellers - whilst also encapsulating the overall San Miguel brand of effortless Spanish cool.

My Response

As the art director and lead designer on this project I set the style and created all the visuals, from moodboarding and manifesto designing to the uploaded posts. I designed San Miguel posts to be more muted in colour palette with neatly typeset copy to reflect their slightly older and more thoughtful audience while the Fresca posts use deeper, richer colours and frenetic hand written text to represent their younger excitable audience.

On both sets of posts I used a heavy grain and saturated, sun kissed tones to echo old 35mm photos to give all the photos a feeling of timeless Spanish style.

With posts being made very rapidly there was often little or no budget for imagery so I often had to take and retouch photos for posts. Some examples of the retouching processes are shown at the bottom of this page.

Example of the asset creation retouching process for a San Miguel post.  

I'd take a photo with a Cannon 550D then add background and foreground shading and effects layer by layer.

Because of budgetary constraints I had to create about half of all posts from scratch in this manner.