Fevertreedesignboard

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.

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RESEARCH

Brief Background 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.

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

OUGD503 Studio Brief 1 Emma Nicholls 257322

(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.

It is useful to look into Fever Tree's current advertising to gain perspective on how Fever Tree is portrayed as a brand. As Fever Tree Tonic is currently named as one of the best Tonic Waters by the worlds top 100 bars, it is clear that they strive to delivery excellence. It is also clear from their target audience and their advertisements convey this. This is used though elements such as the use of gold in the advertisements and choice of words i.e. 'best'.

They have a very sophisticated and luxurious style to them with high quality tone of voice conveying prosperity.

Individual Practice YCN - Fever Tree

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RESEARCH & CONCEPT It is helpful to look at other luxurious brands to gain further insight into how they advertise and portray themselves. Therefore I looked into Grey Goose Vodka as this is well known for being high quality. This uses very similar tactics as Fever Tree by using silver, sparkling imagery like a diamond to convey high quality, suggesting that this vodka is diamond worthy and 'extraordinary'. This targets the upper/middle class by using extravagance to appeal to them and perhaps others by suggesting that you can be a part of the extravagant lifestyle by drinking this vodka.

In addition, I also looked at Fever Tree's main competitor Schweppes. Schweppes is quite an inclusive brand yet different advertisements of theirs appeal to different target markets. The Schweppes advertisement appeals mainly to men but still uses the element of sophistication by branding male Schweppes drinkers as real men with 'status.' This is also using power and dominance to convey themselves which does appeal to the same target market as Fever Tree.

The Bacardi Rum bottles are a range of different bottle wraps which all target different focus areas. Bacardi uses quite sophisticated designs, relevant as they are celebrating their 50th birthday. These are also good to refer to as each has a different, strong design but they work so well as a set together - part of the specification for Fever Tree.

These designs uses historic, rustic elements to create an overall sophisticated appearance.

I have decided to create four different patterns representing four different countries affected by Malaria in Africa. Each pattern will represent a type of textile which oriented from that country. I will also create a campaign which will focus on supporting Malaria No More UK as this to me is a fundamental part of the brief.

African textiles are the major form of expression that Africans use to define themselves. They have used cloth not only for personal adornment but also as a powerful medium of communication for many centuries. The knowledge of weaving and fabric production has existed for centuries throughout the continent. During the Trans-Atlantic slavery, many skilled weavers were taken, and took their knowledge along with them to North America, South America and the Caribbean.Traditionally, textile has been used to convey important cultural information, and often played a central role in festivities and ceremonies.

Chosen Textiles Kenya - Kitenge Nigeria - Ukara Ekpe Ghana - Kente Mali - Bògòlanfini (Mud Cloth)

I came across This bar saves lives amongst my research into brands which support causes and how they display it. This bar saves lives' whole purpose is around supporting causes therefore is it clear as to why their message is the main feature of the packaging. These bars also feature African patterns as a clear motive behind the cause. This technique is very in your face but certainly does draw your attention to it.

OUGD503 Studio Brief 1 Emma Nicholls 257322

Individual Practice YCN - Fever Tree

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DEVELOPMENT As part of my development, I created mono prints for ideas for my patterns to use. I used my research to inform the pattern ideas for each selected textile pattern. I felt that using mono prints would be an interesting technique to get texture into the patterns and create more depth and potentially use for the final pattern designs. However, I found that there was to much texture and roughness to the outcomes and felt that these would not be sophisticated enough for the designs. Therefore I drew up new designs and decided that creating vector patterns would be best, as they would produce a sleek, crisp appearance, which will ultimately would be more sophisticated.

I started of with a basic four diamond shape pattern. I thought the best outcome for this deign would be to create a repeat pattern. As I have never created a repeat pattern before, I learnt a lot of new skills from the technician and a lot of problem solving was involved -this then resulted in a change for some of my designs. I kept the patterns straight forward with a minimum of two colours to keep the designs simple. I also used traditional colours of each corresponding textiles to the design to keep the authenticity.

While learning how to create a repeat pattern, I also learnt about creating patterns in swatches. This was a far simpler way and also had a more desired effect to it. As a result I used this method to create the patterns for the designs. This then allowed me to experiment with different shapes and different parts of the pattern for the bottle wrap. There was a lot of experimenting involved in this entire process and I have gain a lot of new skills and knowledge.

OUGD503 Studio Brief 1 Emma Nicholls 257322

Individual Practice YCN - Fever Tree

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PRODUCTION

The campaign supports Malaria as the main focus to emphasis Malaria No More. These final outcomes portray different patterns from four different countries in Africa - each are from textiles which originated in that country. Each have colourful patterns with designs which clearly indicate influence of African culture and textile/pattern making.

I feel my concept was successful and my research really helped to inform this. I do feel however that there was more that could of been done. My time management was good up until the last minute where I found I had my concept and patterns, yet I left it quite late to actually produce these. I would of liked to of made the final designs more sophisticated and my advertisements to a higher standard. This has really taught me to keep on top of things and not let my time management effect the impact of my practical work again.

However, I really have learnt a lot from this brief. I have come away with so much more knowledge than when I began. When starting, I knew nothing about pattern design despite it being something I'm interesting in - now I feel confident in the processes in creating pattern/surface design and have learnt a lot of new skills. This brief was a challenge. Although I did interpret the brief in a way that other responses could be made, I feel I can apply this mindset to other briefs.

OUGD503 Studio Brief 1 Emma Nicholls 257322

Individual Practice YCN - Fever Tree

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