That's My Jam

Thats-My-Jam-Noah Camp-3D-lettering-Food-typography

I love a good pun, and thus was born "That's My Jam"

Below is a short glimpse into the process from sketch to final result.

That's My Jam Process from Sketch to Final

That's My Jam Process from Sketch to Final

Case Study

Below is an explanation of my process from start to finish. You will be able to get a look behind the scenes of my design decisions and see how I ended up with the final result.

Goals

I wanted a playful piece that made people laugh, while also looking deliciously mouth-watering. When I started, I knew I wanted the lettering to be made of jam on toast. The lettering would take the spotlight, and the rest of the scene would tell the story. I imagined a breakfast scene that was very relaxed, warm, inviting, and airy. 

Art Direction

Pencil Sketch

Pencil Sketch

Vector Version

Vector Version

 

Sketching

I started sketching the lettering with the ratio of toast taken into consideration. Once I chose the direction out of several thumbnails, I started refining the sketch. Even though I was refining the curves and making the lines more precise, I still wanted the letters to look somewhat believable as written in jam. 

In the refining process, I made sure the composition was balanced, and all the letters had enough space for the texture that it would be given in 3D software. Jam is not going to be perfectly smooth like honey, it will have small bits of the fruit creating bumpy textures that are irregular. This lettering needs to accommodate that displacement without running into each other.

First Jam Texture Test

First Jam Texture Test

After the sketch was vectorized, I could bring it into Cinema 4D. The other objects I chose for the scene needed to tell the story of the breakfast scene, while not taking all of the spotlight. 

 

I designed the jam label for the background in the scene with the intention to be realistically unassuming but not so generic that it is distracting. I wanted all eyes on the jam lettering. 

 

Jam Jar Label

Jam Jar Label

 
Wireframe Scene

Wireframe Scene

Clay Scene

Clay Scene

Wireframe Clay Scene

Wireframe Clay Scene

Final

Final

The piece achieved each of my goals. Many people couldn't believe it was made in CGI, and they asked how I had such control writing with jam.

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