Fevertreedesignboard

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BRIEF Fever-Tree Design or illustrate limited edition bottles, in a beautiful and sophisticated style, to engage customers and raise money for Malaria No More UK. Brief Background

The designs must be beautiful and sophisticated in style (not childish in any way) to achieve stand out and to connect with our premium target audience. They must also incorporate the key information on the front of the bottle to clearly communicate the brand and product name to the consumer. You can find examples of our bottles and the key information that must remain in place in the Project Pack that supports this brief.

Deliverables & Additional Information For guidance on how to submit your work, please adhere to the main Deliverables information which can be found at the YCN website. Any additional information and material referenced in the brief can be found in the supporting project pack.

Gin and Tonic is in vogue yet what a lot of people don’t know is that the discovery of quinine, tonic’s key ingredient, was one of the most significant discoveries in medical history. Quinine’s anti-malarial properties have saved millions of lives since the early 1600s and now, we want to help bring an end to malaria and save millions more lives from this preventable and treatable disease. Malaria is a disease that still kills approximately 180,000 children under five each year in the Congo – the very area where we source our quinine.

You should select at least one of the five regions detailed in the project pack and create a set of four different designs inspired by four different countries within that region that are affected by malaria.

Over the next 5 years, we are committed to raising money for our charity of choice, Malaria No More UK. One of the ways we intend to do this is to launch a series of limited edition 500ml bottle wraps each year, to coincide with World Malaria Day (25th April). The designs will be inspired by the countries affected by the disease and Fever-Tree will make a donation to MNMUK for each limited edition bottle sold.

A full list of relevant continents and countries can be found in the Project Pack at the YCN website.

This brief stood out as what the brief was asking was quite different to the others, essentially it is more pattern/surface designing rather than your typical graphic design, but this appeals to me. I feel this will further my practice as there are a range of skills involved. This also is a good opportunity to undertake a campaign and a set a good challenge for myself as there is plenty of scope to create different responses.

Creative Considerations

Interpretation of the brief

We will be adding a neck tag to each bottle to communicate the partnership and so the designs should focus on visual impact, rather than the around the written communication of the partnership. You should concentrate on the graphic or illustrative layer that is going to make each bottle feel inspiring and desirable — and make sure that it does not interfere or render illegible the important brand and product information. Specifically each design must

Once reading the brief, it was quite confusing what was being asked in terms of specifications. It is a very specific brief but I find this as a good thing as I enjoy problem solving. This brief is asking for pattern/surface design for the bottle and not a rebrand and to not change the Fever Tree label. These must be done in a sophisticated manner to appeal to their target audience while also raising awareness for Malaria No More UK.

• Look premium, beautiful and visually engaging. • Retain the clarity of the brand name (FEVER-TREE), product descriptor (INDIAN TONIC WATER), and key information (i.e. no artificial sweeteners, 500ml etc.) • Ideally be instantly recognisable of the continent or country • Create intrigue and interest amongst existing Fever-Tree consumers without alienating or confusing them. • Entice new consumers to purchase Fever-Tree for the firsttime.

Idea Genration

Target Audience Our existing and potential consumers span a broad 35 – 65 age range. They are driven by quality and are prepare to pay more for it. Many a prosperity towards G&T and will choose premium brands of spirits over own brand labels. The Creative Challenge and Requirements We want you to create a series of designs for our annual limited edition bottle campaign that will be eye catching on a busy retail shelf. You can approach this graphically, illustratively; or in any other visual style you see fit. You should work to a ‘wrap’ design that adheres to the current footprint of the bottle — and that inspiringly embellishes it.

OUGD503 Studio Brief 1 Emma Nicholls 257322

Whilst they each bottle should have its own look and feel, they also need to look like they are from one collection — and part of the same family. Continents and Countries

Individual Practice YCN - Fever Tree

Why I chose this brief

After looking into the different regions, my first initial thoughts were to do the African continent. The majority of Africa has a serious Malaria threat, but Africa also has a vast range of bold, interesting patterns which could really help influence my designs.

Design Boards Page 1


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