Therefore began to take the images used in the video and make them into poster series creating a more stronger campaign.
I began by designing some posters that would sit on billboards or in magazine spreads.
To relate the designs to the video, I took the lyrics and manipulated them to work with the topic of drinking gin... e.g wake me up - shake me up.
After a lot of development, the posters weren't working and didn't look great, but there was not much else that could be done except add type which was done, but they didn't seem very informative.
"type isn't clear or legible, pink can be seen as too feminine, the product is too hidden behind the text, the brand isn't obvious."
Instead of the posters I decided to make neck tags that would be attached to the bottle on purchase. The neck tags would each individual match the correct videos and use the song tag lines to indicate which one was the correct cocktail. The tag would include a short recipe on how to make each of the 3 cocktails shown in the videos.
The gradient colour of the tags makes them resemble the individual videos and the flavours and ingredients which each cocktail includes.
The tags feature a step by step instruction of how to make the desired cocktails, its page is numbered to indicate the right stages.
Illustrations are also included, this adds more of a fun factor to the tags and gets people more engaged and involved. The type is handwritten and is therefore playful, fits well with the lyric of the songs.
mock up tags -
The swing tags can easily be attached to the neck of the bottle and taken off by the customer when needed, they could then be hung around the kitchen until their needed.
The tags are cheap to print and may entice the buyer to purchase the gin if their hosting a party or just want some cocktail recipes.
the gradient pink represents the berries that are used in the recipe of this cocktail, and 'shake me up' is a play on the song from wham which was used during the videos.
The gradient green for this neck tag resembles the mint and lime which are used within the cocktail. A play on the song dancing in the moonlight has been used as a pun to drinking which sits with the whole campaign and keeps it fun.
Finally the gradient yellow indicates the lemon used in this cocktail recipe. The song used on the video was 'wake up its a beautiful morning' hence the beautiful cocktail twist on the front of the tabs.
Feedback
"the text might look better slightly smaller where the illustrations are used, but the colours look good and fun"
"I like the idea of neck tags for cocktails, it would make me pick the bottle up and have a look, the illustrations are fun and fit with the theme."
"they look nice and fun, the colours work well with the ingredients, I think a different string would work better though to match the rest of the colours? also I like the play on the songs!"
To do -
- Print the tags out
- Buy coloured string
- Take photos of the neck tags with the bottles
- Mock up videos on a webpage
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