Brief 03 | YCN | Research 04

Stop Motion Video

Video would be a creative way to portray the campaign, as the brief have a specific outcome as long as its creative and it works for the gin . Because I can't film but can take images from a camera a stop motion video would be suited to me and allows my practice to step outside my comfort zone by creating something I have not yet done.

Stop motion brings objects to life and adds a fun element, these are things that could encourage the campaign to succeed.

I went onto vimeo to find a few stop motion videos and understand how they work and what the final film looks like.

Stop Motion for the opening of Citytunneln / City of Malmö from SNASK



Wholicious Living 'Health' from Alice Dupre



Food about you © Alexandre DUBOSC from Alexandre DUBOSC

Stop motion is fun and very engaging, its very cleverly done and looks as if takes a lot of time to become how precise some of these videos are.
Watching these videos has inspired me and so I began to research into simple tips and instructions of directing a stop motion video.

What is stop motion? - 

1. a cinematographic technique whereby the camera is repeatedly stopped and started, for example to give animated figures the impression of movement.

- create your scenes, either by a story board or mocking them up
- use a camera and a tri-pod, do not move the camera unless your scene changes
- set up your back drop
- place the chosen objects in front of the camera
- take a picture each time your object moves

Once understanding the basic tips of stop motion video I then began to research into tips and tricks -

1. Keep it simple!
2. Don’t be afraid of gear
3. Get the right software
4. Shoot a clear pass for every shot
5. Animate backwards
6. Start cutting while you animate
7. Keep things alive

Brief 03 | YCN | Research 03

the brief states - "We would like you to choose quintessential British moments that have lasted through time and are still relevant today and produce a piece of creative that brings this to life in a contemporary way and has Greenall’s at its heart. "

WHAT MAKES BRITAIN BRITISH?

http://www.telegraph.co.uk/news/politics/nick-clegg/10686056/What-makes-Britain-great.html

1) Come rain, shine, wind or snow, we are endlessly talking about the weather 
Oscar Wilde famously condemned it as the “last refuge of the unimaginative”, but a study found that for more than half of us, conversation turns to our climate at least once every six hours.
Our obsession with the weather runs so deep that almost 70 per cent of British people check the weather forecast at least once a day.

2) “I’m sorry”: Britons always apologise, even when it’s not their fault
According to research, British people always say sorry to others who bump into them.
We are so desperate to avoid confrontation that we are prepared to take the blame for things just to maintain the status quo.

3) Our quirky sense of humour that foreigners just don’t get
Our distinctive sense of humour, often based around sarcasm and self-deprecation, leaves foreigners scratching their heads.
Top British programmes such as Fawlty Towers and Blackadder are simply not understood in other countries, while some shows, like The Office, have been recreated using American actors to make them more palatable for viewers across the pond.

4) Love them or hate them, we are obsessed by the Royal Family
More than 24 million of us tuned in to watch Prince William and Kate Middleton get married in 2011, and a recent poll showed the confidence of the British monarchy is at an all-time high.
With the recent arrival of Prince George, the nation is watching how the future king will develop, and we love a giggle at the Duke of Edinburgh's gaffes.

5) Fry ups: how do you like yours?
They may not be the best for our health, but the traditional English breakfast is a national treasure.
The debate over black pudding, baked beans and how the eggs should be cooked will rumble on, but the much-loved fry up is a truly British dish.

Brief 03 | YCN | Research 02

research into greenall's gin

story - 

- For over 250 years Greenall's gin the original London dry gin has been expertly crafted by the worlds oldest gin distillers.

- Greenall’s has been proudly distilled for over 250 years through the craftsmanship of seven generations of master distillers, the custodians of our secret recipe.

- Founded in 1761 by Thomas Dakin, the forefather of English gin and our original master distiller, our award winning gin has been at the forefront of British gin for gin lovers through the centuries.

- Greenall’s continues to be crafted in Warrington using only the finest botanicals from around the World including wild Tuscan juniper, delicate Moroccan coriander, and zesty Spanish lemons.

distillery -

The Greenall’s recipe remains a closely guarded secret, known only to the 7 master distillers who have crafted the gin for generations. Greenall’s Original London Dry Gin is expertly distilled using a blend of the finest botanicals from around the world. Perfectly balanced between sweet and bitter, you’ll notice notes of juniper, coriander seeds, angelica and lemon amongst other botanicals.

gins - 

wild berry - The inspiration for Greenall’s Wild Berry comes from blackberries growing in English hedgerows. These blackberries are combined with raspberries and infused with our award winning Original London Dry gin. Luscious and juicy berry notes are balanced with juniper and warming spice to give a smooth taste and peppery after tones.

original - Crafted in our distillery for over 250 years, Greenall’s The Original uses the same secret recipe that has been handed down through only 7 master distillers. This secret blend of 8 botanicals gives a classic London Dry gin with rich juniper notes, balanced with mature citrus and spice.

sloe gin - Greenall’s Sloe Gin is made with hand-picked sloe berries, the fruit of the blackthorn bushes which were originally used to flavour gin in the mid-1700s, at exactly the time Greenall’s was first distilled! These hand-picked sloe berries are slowly macerated in our Original London Dry gin; combining with the rich juniper notes and mature citrus and spice to create a warming drink perfect for autumn and winter drinking. Rich and fruity, with gentle juniper and spicy flavours, this smooth sloe gin is the perfect blend of balanced botanicals.

canned cocktails

Our award winning Greenall’s, The Original London Dry Gin has been packaged up in a range of mouth-watering premixed cocktails perfect for the summer months; whether on the go, relaxing with a picnic or enjoying at home. Our range includes:
Gin & Tonic/Gin & Diet Tonic: the perfect gin and tonic ready to go.
Gin and Pink Grapefruit: the tangy notes of pink grapefruit provide a subtle sweetness, perfectly complemented by Greenall’s gin and balanced with indian tonic.

current branding -

- patriotic with the union jack flag on the fronts of the bottles

- colours resemble flavours

- sans serif font, shows modern

- clean layout, looks fresh

- affordable

- proud to be British 

Researching into the brand of Greenall's they are proud to be British as its its always a element reminded within the text on the webpage, also the flag and British stamp has been used across all the branding of their products. They use a range of flavours for the gin which is demonstrated through colour on the bottle and cans. The products look fresh, affordable and traditional. 

Brief 03 | YCN | Research 01

Gin Campaigns UK

Gordons 

"Gordon's® London Dry gin is carefully distilled using a secret recipe. The distinctively refreshing taste comes from the finest handpicked juniper berries and a selection of other botanicals. It's the taste that's made Gordon's the world's best-selling London Dry gin."

intended audience? - mature drink, both male and female, older age group (40+)

This advert was used across billboards and magazine spreads over the summer. The use of colour suggest summertime but also a fresh and tasty gin. The layout is very minimal and therefore creates a clean looking ad. The bottle looks so perfect suggesting that the gin is, which will appeal to a audience. The G in the advert is made up of elderflower and strawberries which relates to the pre made cocktail next to the bottle. Overall the advert persuades people to buy the gin through the use of summertime colour and presents the gin is such a sophisticated way as well as using elements of food to suggest its 'tasty'.

This advert was used through christmas, the play on words suggests the 12 days of christmas. The gin is surrounded by mistletoe, and the colours used are green, red and orange but light pastel colours instead of the bold xmas colours which doesn't look as heavy, indicating a refreshing taste when drinking Gordon's gin. The calligraphy on the poster is a christmas style, it looks warming and a type you would relate to greeting cards.  

Hendricks

"Hendrick’s wondrous botanical signature consists of flowers, roots, fruits, and seeds from the world over. They function to complement and set the stage for our delicious duet of infusions: rose petal and cucumber."

intended audience? - 'trendy' looking gin through the use of material and branding, both male and female, higher end drink, people with money 25 - 50 years?

Hendricks gin is advertised very well. The use of victorian characters throughout the branding begins to tell a story from years and gives the gin interesting characteristics. This is one of their adverts from 2013, the serif font gives a traditional look to match the sophisticated gin, the illustrations are used throughout their branding and gives a British Gothic look. The gin is placed central and it looks important and a high end drink. This will help appeal to intended markets.  

This advertisement has been used over a magazine spread. Again the illustrations relate to a time when Britain was a victorian gothic style, the type uses a serif font and therefore relates to the traditional gin. The cocktails demonstrated on the right page also use illustration this helps the branding of Hendricks run in uniform. The overall look is unusual and unique which is what Hendricks is all about.  

Bombay Saphire 

"We are passionate about producing the finest gin possible; which is why the creation of Bombay Sapphire is truly unique. Whilst ordinary gins boil their botanicals directly in the spirit to achieve their flavour, the taste of Bombay Sapphire is created through the Vapour Infusion process."

intended audience? - a mature audience, higher end, people with money, both male and female, sophisticated person. 

These two adverts from Bombay Sapphire are part of a campaign that is about tastes of the world. The blue relates to the word Sapphire which is also on the designs of the bottle making the ad recognisable to intended audiences. These use image instead of items or icons of the country, this helps to create a more sophisticated look and traditional things from specific countries. 

All 3 gins analysed are each distilled in the UK however there branding through advertisements and campaigns are each very different to each other and therefore unique. A factor they all have in common is using the gin bottles in the heart of the ads, this makes it easier for the audience to recognise when buying the gin from stores. The layouts of these campaigns are each very different, for example Gordon's uses a very clean and minimal layout, Hendricks uses a illustrative gothic style where as Bombay is more of a sophisticated design. This could be because of the different ages and backgrounds of people which they are appealing to. 

Brief 03 | YCN | Brief

"Design a piece of creative that brings to life a classic British moment in a contemporary way"

The Brief

We would like you to choose quintessential British moments that have lasted through time and are still relevant today, and bring this to life in a contemporary way through a piece of creative that has Greenall’s at its heart.

Background

Gin is the fastest growing spirit category in the world and Gin & Tonic is the drink of the moment. A trend that started in Spain and then spread to the UK, the US, Australia and into the rest of Europe – and Greenall’s was really the gin that started it all.

The Creative Challenge

We would like you to choose quintessential British moments that have lasted through time and are still relevant today and produce a piece of creative that brings this to life in a contemporary way and has Greenall’s at its heart.

You can choose any of our Greenall’s products to be at the centre of your designs, but obviously certain products will suit certain occasions better. For example the quintessential British afternoon tea, which is still in vogue years after its conception, could be a perfect pairing for a cocktail made with our Greenall’s Wild Berry. Another example could be our premixed cans that might be the perfect addition to the infamous Great British Picnic.

Your creative could be applied across any channel. It might feature on a piece of limited edition marketing collateral, such as a coaster, a postcard, a gift with purchase or a neck tag. Or it might be shared as part of our Facebook strategy to recruit new consumers into Greenall’s or engage with our existing fans. Or it might constitute a poster campaign. We are also open to any medium — from print to photography, video, graphic design, animation, illustration etc.

Brief 02 | Fia & Flora | Evaluation

Brief 02 has been a fun brief and packaging is an aspect of graphic design which I enjoy, therefore to fulfil this brief has secured my reasons for enjoying packaging briefs. I have also picked up new skills throughout this brief, for example I have not independently used the vinyl cutter before and here I got the chance too and also developing illustrations with the use of illustrator is only something which I have touched upon in the past.

The research for this brief was very informative, it was compulsory to understand the company which the brief was based on and to also know what elements the market leaders incorporate within their designs throughout the cosmetic brands, this was not known to me it but soon became clear what should and shouldn't be included when designing products to fit this brief. The research also influenced the glass amber bottles which were chosen for the final product, a lot of existing companies are currently using them, and they give a very modern and quirky look, which helps to appeal to the selected target market. The bottles can also be reused and recyclable making them environmentally conscious.

Within the brief specification it stated that a logo must be created and botanical illustrations used in the designs to appeal to a younger target market and to create a fresh new look. Therefore a lot of sketches were created and played around with to fit what the brief was looking for. The final design was chosen to be a delicate hand which ingredients that these products include.

The process of producing the outputs for this brief was fast and easy, the vinyl cutter insured a accurate cut for the stickers and printing-and the use of the digital printers ensured a high quality design. The overall costings for this brief were very low, for all 4 of the bottles it cost around £6 and for the printing it cost £4 therefore a very low costly brief. There was a lot of experiments within this brief as it was difficult to decide on colours and shapes of the stickers and which one would suit the bottle best. However vast amounts of feedback and opinions from peers helped me to determine what was more suited to the brief and why.

The final posters were an extension of the brief, this is because they need to be advertised some how in order to get peoples attention and posters are the best way of doing this. The design is kept minimal but the ingredients have been placed around the poster which will help engage the audience, the bottle is also placed on the poster and therefore becomes recognisable.

To extend the brief even further boxes for the bottles could be produced, although this was started and can be found on the blog, It became difficult to find the right coloured paper to match the labels for a uniformed look. Therefore If I had the time, I would either make my own paper and dye it, or screen print the paper and digital print the red on top.

Brief 02 | Fia & Flora | Design Boards

Brief 02 | Fia & Flora | Feedback

final -

adverts -

Brief 02 | Fia & Flora | Development

Campaign Posters

In the brief it states that the new products will be launching in big department stores across the UK, therefore to extend the brief I thought it would be necessary to create a small campaign to be used in advertisement in beauty magazines etc..

Firstly I merged 2 images together on photoshop, one was of the thyme and rosemary leaves which are ingredients within the products and the other image was the bottle.

Deciding to use a quote which appears across each products, they each tell advantages of the ingredients and how they can enhance your lifestyle. Splitting this quote apart from the rest and placing it in the centre can help to immediately catch the audience and persuade to buy the product or at least receive attention.

Then experimenting with placement of text around the poster, I asked for feedback to get a opinion of which worked better and why.

"Prefer the white central text with the line, the green banner creates a focal point and draws the eye. Using one colour creates uniformity. The use of the leaves gives a fresh and natural look"

From the feedback I printed out the desired one to see if worked well through print. 

The mint green strip was to bold and harsh, it needed to be more subtle and therefore changed the opaqueness on illustrator so the image could also be seen. Also a lot of the point size of the type was fairly large and would look better if it was reduced. 

The final poster looks good, the green suggests fresh and raw like the ingredients and the use of the herbs placed on the background runs with the products also. 

I quickly mocked up the design to see whether it would sit ok on a magazine spread -

poster 02 -

Taking the idea of the layout from poster 01 I applied the style to the second poster, the use of the transparent box to display the ingredients and advantages of the product, whilst the photo in background is still visible.

Experimenting with the layout of the type around the page. 

Brief 02 | Fia & Flora | Development

colour / shape

peach / square -

The labels on these bottles doesn't stand out as much as hoped, it becomes a bit lost against the amber glass. The square label gives a more sharp and smart look and fits to the bottle.

mint / square -

The mint stands out a lot more than the peach. It looks more fresh and contrasts well with the red used on the design. This colour also signifies the pure fresh ingredients that the products contain. 

mint / circle

The circular shape works a lot better on the smaller bottles, whereas the square stickers work better on the bigger bottles. 

feedback 

"the peach doesn't stand out as much the mint"

"the circular shapes looks good on the small bottles, maybe go for a mix?"

"The colours work well, I like the peach, it looks more subtle"

"I think the square shapes sit a lot better on the bottles, it looks more uniformed."

"the design is very delicate, and the more blank space works better therefore the square stickers. The mint stands out more as well as looks more fresh like the ingredients."

Brief 02 | Fia & Flora | Development

boxes - 

because only boxes are needed for 2 of the products which are the facial oil and the moisturiser, I only began developing boxes for these. The bath oil and wash are too big for boxes and there is no need for them, especially because all the relevant information can be used on the stickers whereas the smaller bottles can't fit all the important ingredients on etc.

to begin a net had to be made, I based the size of the net of the dimensions of the bottles which I bought online.

when printing the mock up of the boxes out, the peach didn't come out the colour which I imagined, therefore also printed the second desired colours from the development of the designs. After asking a few people in the class it soon became obvious that the mint blue sits better with the amber glass of the bottles. 

however keeping options open, I will print 2 of every colour for boxes and stickers and experiment which works better as a whole design. 

then cutting and sticking the boxes together to see if the design and the net works together, which it did, the bottle also fits in the box perfectly. However speaking to a peer it was suggested that the description of the product should be made a smaller point size. I then reprinted this designer with the smaller font, and it did look a lot better, and became a lot more pristine and neat.

each product has a benefit of what it can do for you, this is very important to include as it could sway a persons persuasion into purchasing the product, so therefore made sure this element was clearly seen on the box. The font worked better in a downwards paragraph as it filled negative space and also  created a more unusual design. 

the ingredients and key ingredients are shown on the back of the box, this is a mandatory requirement for legal reasons and so people know what they are purchasing in the shops. A 6pt font worked best, as it could be seen but also didn't take up a lot of room throughout the designs. 

stickers

when printing the mock ups of the boxes, the colour peach didn't come out as I hoped, therefore when designing the stickers I printed in both mint and peach, this will save time later if the peach doesn't work as well.

also the shapes of the stickers were varied. I couldn't work out which would sit best on the bottles, therefore printed 2 sets of colours in a square and a circle.

printing and cutting the stickers was a very quick and easy process, the vinyl cut the stickers which ensured they would be sharp and neat. 

Brief 02 | Fia & Flora | Development

label ideas 

bath oil -

body wash -

moisturiser -

experimenting with the two colours which were most preferred when gaining feedback from the initial ideas, its clear that the peach and red works best. It aims towards the correct audience as the green could be interpreted as manly. Also the peach looks fresh and would sit best against the medicine bottles that have been ordered.

also thinking about different shaped stickers that would sit on the bottles. The front would use the logo and a small description of the product and the back would present the ingredients. 

The square shape worked best because more information was able to fit on the stickers, whereas the circles all the information became too squashed or lost. 

feedback - 

"peach works best, but looks as if it can appeal to a wide audience"

"the female hand suggests its for women, the type is subtle and sits with the design well"

"the overall design looks modern and appeals to me! something I would look twice at"

"looks quite fancy traditional? the design sits well together and the red on the designs stand out."