503 Responsive Studio brief 2, Greenalls Gin Research

Greenalls Gin Research 

For the group work in the module the brief selected is the Greenall's Gin Brief, this is live brief so it's for a real client therefore research into the clients current promotional work, branding, style, social media and advertising will need to be done to make sure that the output for this brief fits with this style but also so that the idea suits the brands identity. The client has stated in the brief that it can take nay creative output but has said the outcome could '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.' therefore need to work with the existing brand products. Also as a group we identified the aim of the brief is create piece of creative that sells the gin to a new millennial audience, makes it stand out as boldly British. Celebrate British Culture, sell as a British gin, target a millennial audience, find a way to target a new market but work with the old market too.  

branding-
logo

font styles - futura for the main name, elegant italic text, then serif all uppercase similar to Caslon (typically British typeface)

crest - very important need to be feature on everything ( set in brief)'Our Greenall’s crest is the embodiment of our heritage, authenticity and over 250 years of stories as Britain’s oldest gin distillery.  It is a badge of reassurance and a nod to our smooth taste credentials and superior quality.'

colour scheme - Greenall's personal created dark green, the pantone green colour ( key can be found) and the white and sliver.  'Greenall’s dark green is our key brand colour and our lighter green Pantone brings to life the vibrancy of the social occasions that Greenall’s is at the heart of.  White and silver are also secondary colours that we use throughout communication.' This is the colour scheme used heavily in all the brand advertising, website and the response will have to fit with this colour scheme.

union jack - 'Greenall’s green interpretation of the Union Jack flag is the creative epitome of our Britishness, and has featured on our packs in a number of iterations.  It brings to life our inviting tone of voice. And, most of all, it is a real stamp of our pride to be British.   We know that consumers recognise the green flag as being part of our core identity. It is ownable and distinctive, helping us to stand out on shelf and in bar.  We’re keen for this to be integrated in an engaging, creative and disruptive way within your response.' The jack need to be kept and used in any of the design as it's a defining feature of their identity and their brand, make this part of the response for this brief.  

product range-

 range of cocktails greenalls promotes -

-hand picked
-winter gin
-rich and fruity
-warming

-inspired by berries and the  english countryside
-smooth drink

-easy to drink
-on the go gin
-pre-mixed
-racecourse/picnic perfect

-classic
-over 250 year old
-served with ice and lime for the perfect drink

distribution channels-

sold in most shops
sold in easily assessable shops
upperclass and lower budget shops


history-
'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'
 via http://www.greenallsgin.com/our-story/

-uses botanicals, water and sprit
-recipe is a secret, only known by 7 people
-hearts are added


past campaigns -

great British sprit-

good times with greenalls -

  promotional box-

perfect gin and tonic -

the original London dry gin-

gin and cricket -

greens sponser the races -

great British moments -

green telephone box box -

 free glasses promotion-

win a classic British car neck tie -

common features -

heavy use of the green 

based around the green colour

union jack is involved

age represented

bottle features

based around the original bottle

based around the main gin

links to events/sponsors

uses serving imagery

represent refreshing/summery

links to British gin/great Britain /history

based around Britain

These common features could be used this projects response for this client as the feature are clearly seen in the main different campaigns for the client there are probably seen as are important ways the brand want to portray it's self to the audience. This research as highlight how much Greenall's want to included their personal green colour and other shades of green in the designs, this a major feature that should be included in ideas for this brief. The other feature are basically the same featuring in the creative consideration that the brief  by the client has set outlines, the use of the union jack, the use of the logo and the respect for their heritage/age.These campaigns reality simple, and there design use the same typefaces and branding, this should be consider when design for this client as these are clearly feature they aim for/like in their promotional work. There are a few example of box designs done here as promotional work, give a ways, sponsors, sporting links these could be an ideas for this brief.

social media uses -
Greenall's have a few different social media sites, as this brief aims to target millennials who as a target audience have a wide interaction with social media site this could be a good way to take advantage of this medium to appeal/advertises to them. currently they use Instagram, Facebook and Twitter the 3 main social sites.

instragam page - https://www.instagram.com/greenallsgin/?hl=en

-want gin to be shared with friends/ social drinking 

-aim to appear elegant 

-want people to take photo of the gin/bottle/share the gin

-sponser holiday/selected time

-joke/lighthearted about their products

-trying to link to current trends/ lava lamps are in fashion

-link to the horse racing again

-focus more on the rang of products on this site, compare to website which is heavily green this social site is used to sell the other products to a younger audience. 

-link to royal family

-lighthearted/humous tone again

-range of colourful imagery use on the site

-want to show good products photography

-professional/serious yet playful due to colour scheme.

research has informed/main thing to take from the research -

-lighthearted/humous tone

-want people to take photo of the gin/bottle/share on social media

-green is a vital colour

-logo and history should inform the design

-use botanics for production

-keep to simple typically british typefaces

-used box designs done here as promotional work, give a ways, sponsors, sporting links in the past

-want gin to be shared

-union jack is involved

-bottle/packaging features heavily in promotional work

-often have used links to events/sponsors

-uses serving imagery/imagery of how to serve it 

-represent refreshing/summery drink seen 

-links to British gin/great Britain /history

-gin flavours are inspire by ht flower

-gin inspired by nature/Britain country side

-racecourse/picnics designed to be drunk at these places