The Kraken
Limited Edition
Campaign visual design
Packaging design
Key visual concept design
Art direction for key visual and animations
Campaign assets & toolkit
London, 2023
The limited edition bottle takes us through the epic survivor event of The Lighthouse Keeper against The Kraken. This series mark the first time human characters are introduced in the Kraken’s “legend”, adding another dimension to the fantastical stories that has attracted loyal fans for the Kraken brand around the world. The project a was highly collaborative process, working with external animators and 3D designers to build an emersive story-led campaign.
I was part of the NB studio team working directly on the packaging design, art direction, campaign toolkit and the design of all campaign assets. The studio’s full scope of work includes the three-year series concept,
creative strategy, content strategy, campaign concept design, packaging design and art direction.
While the time period of the story is intentionally ambiguous, the art direction for the overall campaign took cue from early 20th century, especially in the choice of illustration, layout and typographic style. The handwritten style campaign lockup was customised from the script font Emily Austin, bearing the characteristics of the European classical penmanship.
The story location is a lighthouse. Light and shadow, therefore, played the a crucial part in the visual design, leading to the high contrast colour palette of black and white, with the nautical-theme dark teal.
How would the news of this legendary escape be brought to the public back in the days? Design for promotional materials also used the aesthetic of the early 20th century press with a playful undertone.
This informed the design for the secondary tin packaging, resembling a cylinder printing press, and other printed assets. The design for this campaign broke away from the typical approach that relies heavily on using key visuals.
When possible, a more graphic design approach with focus on graphic motifs, layout and typesetting would be used, offering a wide breadth to the visual language, while still mantain a consistency.
The second phase of my work on the project was to build the campaign’s key visual concept, depicting the "Encounter" moment when the Kraken striked the lighthouse.
Working directly with our 3D partner, I provided concept design, briefing and art direction to create the final outcome. The Key Visual came in both static and animated versions.
The comprehensive toolkit was developed with guidelines and assets for activation, including key visuals, social assets, trade templates, and activation inspiration.
Lan Lê Project Designer
Jamie Breach Design Director
Isabella Lil
Creative Strategist
Oliver St John
Creative Director
Sophie Knowles Project Manager
Justin Estcourt
Illustration
Matt Dixon
Packaging artwork
Where Giants Roam
Product visualisation & 3D animation
Beginners
Illustration animation