IRN-BRU
Creating a strong brand character
Developing illustrative character brand icons can be quite challenging, however given the benefit of early line sketches, the development process from early exploration to final artwork can be very rewarding. JKR commissioned Chris Mitchell to create a vintage style strong man icon to feature central to their brand refresh project, namely the famous fizzy drink brand IRN-BRU. The new look is to convey 'strength' and an industrial feel to link with IRN-BRU's historic heritage.
Given the small reproduction size for cans the illustration was crafted with specified line tolerances in order for the illustration to read with clarity. The bold simple line style of the illustration was critical in this respect. A number of early poses were first sketch down so the merit of each pose could be judged. A kneeling pose was then developed into a digital vector line.
The previous IRN-BRU character brand icon was also crafted by Chris Mitchell.
Appreciation of print line tolerances at small scale is rather critical, especially with regard to can printing.
Dramatic packaging design by JKR.
Inspired by the brand's original slogan " Made in Scotland from Girders".
Although initially featuring at a small scale on the cans, the strong man icon was used extensively at a larger sale across many IRN- BRU marketing platforms.
