Final AR
At the time of storyboarding, I was happy and optimistic that I could complete this scene to the level it would require with animations. Still, as challenges came to light in both the model of the bottle for testing and file size, it quickly became unfeasible to achieve the dynamic scene. Because of this, I chose the distilling location, which has the most assets and is a whole scene that captures the story of the golden salmon.
Finally, I kept it simple and easy to use. I provided clear instructions and visual cues to guide users through the AR experience, making it an enjoyable and seamless part of the website.

Reflection and Next Steps
Despite not being animated, the final results are clean and set up to be easily expanded by an AR developer in the future. I enjoyed learning Reality Composer, and thanks to this project, I have used Reality Composer in another project this semester using its comprehensive anchor system. However, when it came to exporting the project as a trial, it was clear that the file size would cause issues for consumers with the initial design being compressed to over 1 GB, which is too large for an experience that will require users to download quickly. So I had to compress and reimport all media with a lower poly count and resized textures. This change led to the final exported being 90% smaller; however, I know this will have to be compressed further for commercial use.
My next steps include introducing Android compatibility, which would inevitably force me to move away from Reality Composer, which uses only USDZ files (PIXARs file type only openable by Apple devices). This was unachievable for me this semester with a 12-week scope as it would require learning programs such as Unity, where I would have to learn new languages to use to the same level.
In conclusion, I am happy with the static frames of AR; however, I would be keen to improve and make the AR dynamic.

Brand Design

Introduction
The Golden Salmon brand is designed to be recognisable and simplistic, to not draw attention away from the rum's complex flavour profile and background, but to ensure that the rum would entice the customer in more than one sense.

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Research
Similar to the website design, the research for the brand design covered many large and craft spirit companies with a focus on those with sustainability at heart. Mermaid Gin and Conker Gin were the main focus of my research case study as their brands are clean, simple and elegant.
Mermaid Gin features two logos: one for its parent company, The Isle of Wight Distillery, a crest-style logo with its name curved around the outside featuring stylised waves, while the other is for Mermaid Gin.
The Mermaid Gin logo features a stylised illustration of a mermaid. The brand name "Mermaid" typography is bold and modern, with clean lines and sans-serif letters.
Using a mermaid as the brand's iconography is a unique and memorable choice that aligns with the brand's coastal heritage and commitment to sustainability. The mermaid symbolises the ocean, and the use of blue and green colours evokes the colours of the sea and the island's natural surroundings. The stylised illustration of the mermaid provides a modern and elegant look. At the same time, the bold typography of the brand name adds a sense of confidence and strength to the design.
Overall, the Mermaid Gin logo is visually striking and effectively communicates the brand's values and identity. Using a mermaid as its iconography uniquely differentiates it from other gin brands. At the same time, the bold typography provides a modern and confident look. The colours, typography, and illustration all create a cohesive and memorable brand identity.
The Conker Gin logo features a stylised image of a conker, a common tree in the New Forest, where the gin is produced. The vector of the conker is abstracted and stylised, with curved lines and a simple, bold design. The Conker image is surrounded by a circle, with the brand name "Conker" in simple, sans-serif font inside the circle.
The logo's design is intentionally minimalist, focusing on the conker image as the primary visual element. Using a stylised, abstract image of a conker is a unique choice that sets the brand apart from other gin brands, which often use botanical illustrations or other traditional gin-related imagery. The circle around the conker image provides a sense of completeness and balance to the design.
Overall, the Conker Gin logo is simple, modern, and memorable, with a design that effectively communicates the brand's values and identity. Using a local icon as the brand's iconography is a nod to the brand's regional heritage. At the same time, the minimalist design reflects the brand's commitment to quality and simplicity.

Design Development
Inspired by many craft alcohol brands, I wanted to also use an icon and wordmark to encapsulate the brand message. As this was a totally new brand with complete creative freedom, I went through many stages of design and switched genres multiple times.
I decided to design a simple and contemporary logo that can be used alone or with the wordmark, similar to Conker gin. I wanted to create a line work logo that could be drawn in one line for animations and match Burford's typography. I then sketched out many logo variants, some abstract, some typologies salmon, and some detailed, more traditional logos. I took forward 5 symbols and asked for opinions and thoughts from my lecturers, mentors and friends, who all gave excellent advice. Whilst some preferred a traditional sketch-style logo which reminded them of a classic pub sign, others, like my lecturer, chose the simple and clean stylised design, which, as he said, "can be recognised easily and would be timeless.". I then decided on the simplistic logo based on the other branding and assets. I adapted the word mark's stroke weighting and line spacing to match the logo and make a complementary pair.

Brand Guidelines
The brand guidelines are a document that encapsulates all of the golden salmon brands and provides designers with tools and instructions on using the brand to design. The guidelines are intended to be viewed directly inside Figma for designers' ease of use. I have created a design system that designs and installs on required to improve handover quality.
Typography and the Colour scheme were important to finalise, so I colour-picked some photos from Christchurch Harbour and colour-picked a green and a blue. I created a secondary colour from both colours and used blur, opacity, and blend modes to make two glassmorphism effects used universally throughout the branding and website.

Typography
The typography revolved around the Burford font family, using the Line and Stripe variations that gave the brand a traditional san-serif font. The other, more readable font I chose was Inter Light and Bold.
Burford is a serif font family that has a classic and timeless look. It features crisp and sharp serifs that give it a modern feel, while the different weights and styles can be combined to create a range of typography styles and effects. Burford works particularly well for headlines, titles, and logos, giving them a solid and confident look.
On the other hand, Inter is a sans-serif font family designed specifically for digital screens. It features open apertures and large x-heights, making it easy to read even at small font sizes. Inter has a modern and friendly look, with rounded corners and smooth curves that give it a more approachable feel. Inter is particularly effective for body text, such as paragraphs and captions. Because of these suitably rounded corners, I altered Burford Line and made the corners match the inter.
Burford and Inter can contrast classic and modern typography styles when used together. For example, Burford is used for headlines and titles, while Inter is used for body text and captions. Burford's different weights and types also create a dynamic visual hierarchy. At the same time, the legibility and readability of Inter keep the text easy to read and engaging for the reader.
Overall, Burford and Inter are versatile and practical font families that work well for this design project. Their distinct styles and design features create a nice contrast and visual interest while ensuring the text remains legible.
It was also crucial for this project's success that the printed work, e.g. the bottle label, would be legible. In keeping with the brand identity, a slightly heavier font weight was chosen to improve contrast on a printed page/label.

Social Media
As a designer, ensuring the brand's social media imagery matches its personality, values, and visual identity is crucial. Consistency across all social media platforms is key. A mix of lifestyle and product imagery can help create a compelling story.
A conversational tone and inclusive language are essential when writing social media posts. The language should be relatable, accessible, and resonate with the target audience.
The guidelines should include specific image specifications for each platform to ensure that the brand's social media presence is visually appealing. This takes into account the dimensions and resolution of images on different platforms.
Monitoring user-generated content to ensure it aligns with the brand's values and messaging is crucial to maintaining its reputation and image.
By following these guidelines, designers can create a social media presence that connects with the target audience.

Reflection and Next Steps
Going forward, the brand, especially the logo, will evolve further. Currently, where I have only focused on one rum, the branding works well. However, as the business plan suggests, this company would expand and produce at least 3 spirits. Whilst I had debated changing the logo multiple times through this project, it was necessary to spend my time wisely and focus on the bigger picture instead of spending an infinite amount of time perfecting every detail.

Introduction
Using Adobe Substance, I designed the unique Golden Salmon rum bottle to be a key touchpoint in the branding, featuring extruding barnacles that add depth and texture to the design. These barnacles also serve a subconscious purpose, guiding the user to place the bottle back on the shelf with the label facing outwards, maximising visibility and brand recognition.

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Research
I visited many target market bars and rum/gin parlours around Dorset and Hampshire. I concluded that whilst thousands of spirits and different bottle designs exist for each, only the simple yet eye-catching bottles make it to the top shelf of bars and shops.
These top-end bottles vary drastically in glass design; however, the print on the glass is always clean, simple, and fitting with the brand. Isle of Wight Distillery has always stood out as the best gin from South England. A simple mermaid scale pattern covering the whole bottle stands out on any shelf in most lighting.
Whilst I knew the ideal bottle design would have a tactile element feature, it was necessary to research other bottles that featured a smooth surface. For any start-up, the initial budget is small and cutting specific design choices may be required.
The bottles I referenced for the smooth surface included Hendricks Gin, Dorset Conker Gin and Deven Rum Co. Each of these bottles' designs had an ergonomic yet striking design. Conker and Hendricks featured a shorter and stouter bottle shape, a classic gin bottle shape; however, many rum bottles feature pirate and Caribbean shapes such as skulls, sea monsters and waves.

Bottle Design Development
When starting this project, I was confident using Adobe Dimensions, Adobes's only 3D staging and modelling tool for Mac. I would not call myself a 3D modeller (though I would love to be able to add it to my design skills); however, I pride myself on having an eye for 3D composition and staging models as well as lighting. I started using Adobe Dimensions and the Affinity Suite to create a soft surface 3D bottle with an ink drawing of barnacles as the feature and implement the brand. The white ink chosen fell in line with the research of craft companies that used hand-drawn line work on glass bottles. However, I had been keen to design a bottle similar to the Mermaid Gin bottle with an extruded surface. I then discovered Adobe Substance Package, which included Adobe Substance: Stager, Designer, Texturer and Sampler. I challenged myself to learn Stager for this project to achieve better renders, more customisable lighting setups and complex scenes and be instrumental in the AR section of the project.
I started by designing an individual barnacle out of simple shapes that would fit together and curve around a cylinder naturally. I began duplicating the barnacles and placing them on the bottle; however, when I test-ran my first render using raytracing, it was never completed due to the amount of light refraction and intercepting that would occur with over 125 solid glass barnacles on a glass bottle. To solve this issue, I sought a 3D designer with access to 3D software that could compress the models to one plane, allowing for faster and more realistic renders. After communicating with the 3D designer, they created the final bottle design, which I took back into Stager and textured with glass, logo and other prints.

Final Design and Sustainability
The unique Golden Salmon rum bottle design, featuring extruded barnacles, has positive environmental impacts and encourages sustainability. Made of 100% recycled glass, the design promotes reuse and increases brand visibility. Golden Salmon's use of recycled glass reduces waste and transportation emissions and supports the local economy. The brand is committed to sustainability and sets an example for other spirits companies.

Design Details and Specs
The Golden Salmon rum bottle is a critical touchpoint in the branding, featuring extruded barnacles that add depth and texture to the design. These barnacles also serve a subconscious purpose, guiding the user to place the bottle back on the shelf with the label facing outwards, maximising visibility and brand recognition. Adhering to legal requirements for rum labelling is essential when designing the rum bottle. This includes displaying the brand name, product name, type of rum, alcohol content, country of origin, and bottle volume.
In addition, any health warnings or age restrictions must also be included as required by law. Following the design and colour scheme for the rum, the bottle is essential to ensure consistency in branding. The label prominently features the Golden Salmon logo and uses typography consistent with the brand guidelines.

Renders
The most satisfying part of this project is the renders. Seeing life-like images of my designs come to life using Adobe Substance Stager upgraded this project to another level in my eyes.
I focused on many assets when rendering. I wanted to stick to the brand message, which focused on natural tones and showing the bottle design. I staged multiple environments piecing together assets from MEGASCAN and my LiDAR scanned-in elements. The lighting combined the scenes, especially with a complex glass bottle. I had to be careful not to blow out the image with too much light but still show the barnacles, make the bottle pop, and look realistic. I achieved these by importing images of beach scenes from Christchurch Harbour. Using the images as the light bitmap, I got practical reflections and an even light on all 'outdoor' renders. Finally, due to the amount of glass and water (in particular rendered), I ray traced with 1,048 samples to produce a life-like render to improve micro reflections and shadows.

Bottle Prototype
The AR is a large part of this project, so I was keen to 3D print the bottle model to show the AR with a prototype. The prototypes were also valuable for understanding the ergonomics of the bottle and how a mould could be formed for mass production.
However, 3D printing the model was not as simple as I initially thought due to the curve of the bottle it would need a large number of supports and infill which would make the printing time unachievable in the time I had, as well as the issue of taking these supports out after printing. So I discussed my problem with a 3D designer who suggested cutting the bottle in half and fixing the two halves together after printing to get the correct supports and to decrease the print time. I also implemented a zigzag joint for the top and bottom of the bottle to line up and fix together better. I then had the issue of scale, which, because the original bottle has a capacity of 75 cl, would take too long to print, so I had to scale the model down to about 54% to print in one working day. I then worked out the best infill rate. The prototype was a success. It showed me areas to improve and helped demonstrate the sub-conscience natural hold of the bottle.

Labelling and Accessibility
Legal labelling is crucial in product design, especially when designing for spirits. I wanted my barnacle bottle design to stand out on the shelves and not be interfered with by the traditional labelling styles that all of the bottles use, so I propose that when the bottle is designed for manufacturing, there will be a disc on the base of the bottle that will include all legal requirements and a small stamp label on the bottle indicated to the bottom for more information. This will, of course, should be confirmed with lawyers. I would also promote the accessibility of this label for blind users and use Braille on this labelling system as a complement to the Barnicle design for visual people, but really help visually impaired people identify and read the bottle information

Reflection and Next Steps
I loved the final outcome of the bottle, with its subconscious barnacle placement and ability to be instantly recognisable. But after the bottle was 3d printed, I became aware of several changes I would have to make to ensure it was commercially viable in mass production, such as producing a model that can be used to blow custom glass bottles. I would have to adapt the design and make the extrusions more subtle to allow easier modelling. But overall, I enjoyed designing and printing this prototype and was happy to have used a different 3D software, which I am now confident in.

Sustainable Development Goal 8
"Promote sustained, inclusive and sustainable economic growth, full and productive employment and decent work for all." (United Nations, 2022)
Golden Salmon is dedicated to creating good jobs with fair wages and safe working conditions for employees. This includes investing in training and development and offering pension and paid time off benefits. Golden Salmon also supports the local economy by sourcing ingredients, barrels, and bottles from local suppliers and implementing eco-friendly production processes. By partnering with organisations that promote sustainable economic growth and development in Dorset, we aim to create economic opportunities for the community and contribute to SDG 8.

Sustainable Development Goal 10
Golden Salmon meets Sustainable Development Goal 10 - Reduced Inequalities - by offering an inclusive brand experience that welcomes and values all customers. As the designer, I ensured that the brand guidelines, bottle design, augmented reality experience, and website were all designed with accessibility in mind, including features such as alt text and a clear and intuitive layout to make the experience as seamless and enjoyable as possible for all users. By prioritising accessibility, Golden Salmon promotes equality and creates a memorable and authentic experience for everyone.
By using Braille on the packaging, visually impaired people could identify the bottle and read the description on the labels. The barnacles were also chosen to stimulate the touch sense. I wanted my product to feature and stimulate all five senses.
Being able to touch the barnacles, smell and taste the rum, see the AR experience and hear the stories being told. By using all five senses, the golden salmon experience can be enjoyed by more people as each sentence can be replaced by another sense for the experience, i.e. a blind user can feel and smell and taste the bottle and the rum and hear the stories about this smuggling whilst a deaf customer can see stories in AR whilst feeling and smelling and tasting the bottle and the rum.

B Corp
If I were to launch Golden Salmon, I would prioritise designing the company as a B Corp from the very beginning. Sustainability and community-mindedness would be at the core of the brand's mission, and B Corp certification would be a natural extension of this commitment.
As a designer, I would work closely with the team to ensure our practices align with B Corp standards. We would prioritise transparency and accountability in our supply chain, working with suppliers to ensure they meet the company's ethical standards. I would also promote inclusion and diversity among the employees and customers, creating a workplace culture that reflects Golden Salmon's commitment to social and environmental responsibility.

Pitch Your Project
As the TransMedia Exhibition 2023 approached, the pressure was on for all third-year students to present their final business ideas to a panel of industry experts. I spent time honing my pitch, determined to make it stand out. When it was finally my turn to take the stage, I introduced the panel to the tale of the Golden Salmon. With passion and conviction, I walked them through every detail of my unique business concept - from the captivating USP to the cutting-edge website and immersive AR experiences. The feedback from the panellists was overwhelmingly positive. They urged me to bring my vision to life and take it to the next level. I was awarded the Best Pitch Award of 2023. It was the perfect ending to my undergraduate journey.