NEW NEW NEW CORP. [2016-21]

DIRECTOR: 
Ian McKinlay


ART DIRECTOR, DESIGNER, AND ILLUSTRATOR:
Daniel Blackball

COPY WRITER:
David Large and Ian McKinlay


CONTRIBUTORS:
Alex Lovell-Smith (Photography) and Mike Chamberline (character designs for “luck cat” and “Mr.Wow”

New New New Corporation is the home of future-forward flavours and easy good times. In a world of pretend "mom and pop" breweries, New New New is your only independently owned global omnipresent mega-corporation.

The Corporation is an experimental visual melting pot of crackling primary and neon hues, eclectic typography, and rich illustrations. Each product is a glimpse into an imagined past, present, and future of a world where the Corporation reigns supreme.

In lieu of “traditional” branding standards, repeated motifs unite the expansive visual direction of the Corp; Cybernetic landscapes, a mysterious, but revered beckoning cat silhouette that looms large over many of the visuals, and a tone of voice best described as “an AI trying to be friends”

Combined with the founders decade long stint in Hong Kong and experience as a lighting designer, a wide breadth of inspiration informs the visual direction of the Corp, from 70’s sci-fi novels, Soviet-era Murals, to early ‘00s trading cards ensuring that the Corporation is neither fully modern nor “retro”.