Elephant is a refreshing lager, tasty and strong. Branding agency Dragon Rouge commissioned Chris Mitchell to develop and create the majestic illustrative elephant, walking out of pack featuring as the beer's brand icon. The elephant had to appear confident, lively and bold. Emerging from darkness into light helped to add drama, whilst the low perspective view helped to provide a sense of scale, strength and power.
First the character and pose of the elephant was explored in the form of loose line sketches. Drawing with a digital pen in photoshop is a very efficient way to sketch a number of alternative pose options.
Colour roughs were then developed by Chris based on the chosen sketch route. This was to agree the iconic illustration style, character and the level of detail requirement for final reproduction purposes. It was very important that the lock up position with the client's wordmark was considered with care, especially where the elephant's foot, steps over the wordmark. Once a colour rough was agreed, further refinement of the illustration was completed at the final vector master artwork stage.