D&AD - Rule Britannia


The brief was to design and create a short ident encapsulating VICE's documentary series "Rule Britannia". D&AD's New Blood Awards.


My idea is based around a traditional english cup of tea, in a short, snappy animation which refers to traditional British Culture. To include the ‘nitty gritty’ nature of some of Vice’s documentaries, I wanted my animation to have some form of “why?” to it. I added in the sugar cube at the end to try and emphasise that the series is not always what you might expect it to be. A visual metaphor.