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

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