After exploring further briefs for the Responsive model, I had to consider the larger implications this brief has towards my portfolio. Despite a defined concept underpinning the UK Greeting Card brief, the relevance of greetings cards and stationary paraphernalia in my portfolio isn't really needed. I want to be aiming bigger, pushing myself and create a large body of work (ideally away from screen). In addition, after some informal research into UK Greetings Cards, the idea I wanted to explore was not really applicable to their current style, or target audience. The commerciality of UK Greetings Cards connotes possotive messages- pretty patterns and lots of colour. Sadly, I feel if I was to explore work like this, I feel it would be more worth while on a less restrictive brief that won't be monopolised by surface pattern design and illustrators.
The loose wording of the Greenhalls brief- "design a piece of creative"- suggests any medium is accepted rather than the confinements of commercial gift wrap etc.
Greenhalls:
Really established 1870 when Edward Greenall purchased the Dakins Gin Distiller, and subsequently inherited the Origional recipie. Dakins seems to be proud of its northern routes- sharing a hometown with Greenalls.
Is Greenmails the alter-ego targeting the south, suggesting a countrywide unity? Or is it targeting ‘London’ to emphasise the Britishness intended through the brand?
- If anything, when one thinks of London Gin / 18th Century London - images of Sweeny Todd days are created, with streets littered with poverty and disease. By having ‘London’, aren’t they hinting to the negative aspects of the past more so than the positive ones?
- London 18th Century: Grey, Grim, Disease (the opposite to contemporary and modern)
They are currently positioned in the market as an old fashion, basic drink. The iconography and brand ambassador (the Queen), hardly promote a hip, youthful tone of voice- nor do they need to. Their current advertising is relatively clinical, easy to understand and extremely legible. The appeal is on traditionalism- something close to Greenalls heart.
Official full logo to be used within all 'creative'- aspects of the logo (e.g. the illustrative crest or vertical green bar component) can be used individually if appropriate and wrapped in the Greenalls identity. The have expressed a desire not to alter the branding, suggesting they are happy with the way things currently are- are just slightly stuck on how to increase popularity.
The logo can be broken down into Futura Medium and Bodoni Old Style, with a minimal multi-green and white colour palette.
Target Audience
The 'creative' should be targeted at Millenials. Generally referred to as anyone born before 2000, yet when looking at statistics, this is actually a vast misrepresnetation.
The 'creative' should be targeted at Millenials. Generally referred to as anyone born before 2000, yet when looking at statistics, this is actually a vast misrepresnetation.
Target Millennials :
People who drink Gin are interested in a quaint Gin drinking life (a bit like their mum).
World Gin Day: 11th June - Could create an event or compose a launch night around this time? (Deadline March 23rd)
http://www.independent.co.uk/extras/indybest/food-drink/best-gins-tanqueray-bombay-sapphire-10300262.html
http://www.independent.co.uk/extras/indybest/food-drink/best-gins-tanqueray-bombay-sapphire-10300262.html
Quintessential British Events:
Street Parties Jubilee’s May fair (Mayday) Bonfire Night Picnic's
Loosing your mum in the supermarket Two busses coming at once Queuing and then apologising
The Countryside Tea Parties Boat Rides Cricket Croquet BBQ's in the rain
Events through British History:
- Canals and UK’s Industrial Revolution, linking Warrington with London
- Bad reputation with Gin. Poverty and disease outbreak. Gin cheaper than Water, trend came over from Spain and lead to increased disease and poverty.
- Religion (risky topic)- especially with alcohol.
- Overcoming adversity (War, Slavery, Bad modern times- relates to all the bad shit of 2016 *takes sip of G&T and all okay*)
- Fish & Chips
GIN (Bad history turned good)
What’s gin to me may not be gin to you. And there is nothing "old-school gin-makers" love more than to gripe that some newfangled “gins” aren’t actually gin.
There are two primary ways to flavor your gin: You can either add flavors to a distilled spirit and bottle it, or you can infuse botanicals into the spirit by distilling them together. Depending on your chosen method, you get a different kind of gin, and a different flavor profile.
For example, if you want to qualify as so-called “London gin” (eg: Greenalls), you are only allowed to flavor your spirit through the distillation process. This is obviously more difficult to do then simply spiking your spirit with a flavoring compound, but the style is revered by gin purists.
“Greenalls- since the start.. until the end” .. homecoming drink, used to celebrate and revel in excitement. Suggesting a positivity in the aftermath of 2016’s events"
Imagine you’re an old-timey sailor venturing into the malaria-ridden tropics. Quinine-containing tonic water will help ward off the parasite, but it does taste bitter! One way to make it more palatable: Mix it with gin. According to legend, this is how the gin and tonic was born.
Gin was introduced into England by soldiers returning from campaigning in Holland–hence the origin of the phrase “Dutch courage”
“ Like most attempts at prohibition, this proved a failure, and according to Gary and Mardee Regan in their book, The Martini Companion: “So drunk were Londoners at the time that plays had to be canceled because the audience were too befuddled to sit still and the actors too were too drunk to remember their lines.”
The widespread evils caused by gin are vividly depicted in William Hogarth’s infamous “Gin Lane” engraving in which the “Gin Royal” tavern advertises “Drunk For a Penny” amongst scenes of drunken abandon, and a certain Reverend James Townley opened a poem of the same name with the daunting line: “Gin, cursed fiend….” "
Gin started to become more popular around 1870’s and reached its peak when the Martini was created.
Demand is higher than ever for gin in Britain. The number of producers has risen by over 100 in the past five years. And the juniper-berry-disaster-zone has been made worse by the sharp decline in the value of sterling after Brexit.
"Whether on a hot day sipping cool gin and tonics, or out on the town nursing a martini, gin swings."- Nick Passmore, 2003, Forbes.com
http://www.forbes.com/2003/06/03/cx_np_0603feat.html
Brief Conclusion
People who drink Gin want to feel sophisticated, an exceeded self esteem due to the trends of the recent past. They want to buy a sense of idealism, that everyday could be this regal/refreshing - leading to a sense of improvement- just from drinking this drink.
Greenalls brand identity needs to be carried through any form of 'creative'. My personal intentions is to challenge the brief and create an idea with feasible success.
For example, if you want to qualify as so-called “London gin” (eg: Greenalls), you are only allowed to flavor your spirit through the distillation process. This is obviously more difficult to do then simply spiking your spirit with a flavoring compound, but the style is revered by gin purists.
“Greenalls- since the start.. until the end” .. homecoming drink, used to celebrate and revel in excitement. Suggesting a positivity in the aftermath of 2016’s events"
Imagine you’re an old-timey sailor venturing into the malaria-ridden tropics. Quinine-containing tonic water will help ward off the parasite, but it does taste bitter! One way to make it more palatable: Mix it with gin. According to legend, this is how the gin and tonic was born.
Gin was introduced into England by soldiers returning from campaigning in Holland–hence the origin of the phrase “Dutch courage”
“ Like most attempts at prohibition, this proved a failure, and according to Gary and Mardee Regan in their book, The Martini Companion: “So drunk were Londoners at the time that plays had to be canceled because the audience were too befuddled to sit still and the actors too were too drunk to remember their lines.”
The widespread evils caused by gin are vividly depicted in William Hogarth’s infamous “Gin Lane” engraving in which the “Gin Royal” tavern advertises “Drunk For a Penny” amongst scenes of drunken abandon, and a certain Reverend James Townley opened a poem of the same name with the daunting line: “Gin, cursed fiend….” "
Gin started to become more popular around 1870’s and reached its peak when the Martini was created.
Demand is higher than ever for gin in Britain. The number of producers has risen by over 100 in the past five years. And the juniper-berry-disaster-zone has been made worse by the sharp decline in the value of sterling after Brexit.
"Whether on a hot day sipping cool gin and tonics, or out on the town nursing a martini, gin swings."- Nick Passmore, 2003, Forbes.com
http://www.forbes.com/2003/06/03/cx_np_0603feat.html
Brief Conclusion
People who drink Gin want to feel sophisticated, an exceeded self esteem due to the trends of the recent past. They want to buy a sense of idealism, that everyday could be this regal/refreshing - leading to a sense of improvement- just from drinking this drink.
Greenalls brand identity needs to be carried through any form of 'creative'. My personal intentions is to challenge the brief and create an idea with feasible success.
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