







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”.