This year, to spice up their new advertising campaign Club of Taste, Schweppes approached Daniel Nino, a spanish web and graphic designer , to create five posters that will be used in the campaign.
Club of Good Taste campaign is created by Schweppes to bring together people who like to get out, to eat and drink , make friends and who like to know the latest events happening in town. The Club organizes refreshing events, contests, parties and offers good advice about places where you can hang out with your friends.
And because the posters look better then the website itself, I had to know more.
I approached Daniel to put some light on two things: the patterns and the colors.
Why the patterns?
I wanted all the posters to be related to each other in some way, but at the same time I wanted each poster to have its own style and personality. So I thought about a common characteristic, and the grid came out. I really love patterns and I thought that a triangular grid would fit perfectly into the concept. And it worked nicely!
What is the relation between the colors and the campaign?
The overall color pick corresponds to the color of the Schweppes drinks’ color.
I was asked to use four or five basic Schweppes colors from the brand’s color palette. Then, I created a whole range of complementary colors which would serve as “mortar” on the designs. I wanted to create a fake 3D feeling on the letters, so I needed different tones for each color, in order to simulate the light and dark areas.