Longslice x Toronto Zoo
A private label partnership proposal for Toronto Zoo.
The goal was to create a private label for Toronto Zoo that features its wildlife and its conservation and reintroduction efforts.
As the Art Director for this project, my main responsibilities revolved around ensuring the development and conceptualization of ideas aligns with the project’s goals and needs. I also made sure that the designs, and copy that were being developed presented a cohesive product. I also spearhead the can design layouts and illustrations along with the booklet design.
Graphic Designers
Samantha Clarizio
Anastasia Goodwin
Shulammite Kolawole
Art Director
Kristofer Galang
Art Direction, Graphic Design, Illustration, Editorial Design
2023
The Project
Longslice Brewery collaborated with students from Humber College’s Advertising and Graphic Design program to pitch a partnership proposal for Toronto Zoo. The shortlisted teams will get the chance to pitch their concepts to Longslice. The winning team’s concept will then be used by the Brewery to be pitched to Toronto Zoo.
Branding
Endless is a name that exudes hope. Keeping the campaign’s goals and objectives in mind, I wanted to create an identity that contrasts the gravity of the cause through vibrant colors and funky typography to promote life rather than extinction.
Wordmark
A handwritten type with a mix of upper and lowercase letters to reinforce contrast and suggest creativity and innovation.
Illustrations
I wanted the illustrations to be 2D and only capture the busts of the animals. The flat art style is reminiscent of Longslice’s go-to visual style, while the cartoonish and softer colors touches on the sensibilities of the Zoo.
Illustrated by
Kristofer Galang
Coasters
The coaster designs are kept minimal, to better feature the animal illustrations and avoid unnecessary clutter. This kind of design heavily relies on the buyer’s ability to relate the illustration style to the campaign.
Designed by
Samantha Clarizio
Posters
The posters are kept minimal and straight to the point featuring a can beer at the bottom right to allude to the campaign.
Designed by
Samantha Clarizio
Anastasia Goodwin
Social
Static promotions that follows the pattern of the can design coupled with playful animation will be posted in Longslice’s social media accounts to promote the private label.
Designed by
Shulammite Kolawole
Booklet
The booklet is an eight page document Longslice will handout to Toronto Zoo that aimed to both introduce the brand and what the campaign is. This design is an amalgamation of both parties’ visual sensibilities ensuring that both brands are represented in a clean yet funky booklet design.
Designed by
Kristofer Galang
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Learningsッ
This project taught me essential skills on leading and managing a creative team. I realized that, especially with a group of designers, everyone will have ideas, but they won’t always be in the best interest of the campaign or overall vision. You should known how to manage expectations and learn how to say no, because a team that is not aligned with their goals won’t deliver the best output.
Softwares
