BRIEF Deliver Orchard Pig as the craft cider equivalent of contemporary craft beer – we want to become the Notorious P.I. What do we mean? Based on the background, history and current position of Orchard Pig we believe it is the only ‘craft beer’ like cider in the market today (craft liquid credentials, modern positioning and tone of voice) – this needs to be amplified in an integrated campaign across Communications, Packaging, Point of Pour, Point of Sale and Innovation. Some Context Most cider makers have a family name on the label and/or a picture of an apple...or a tree. We have a pig. We are relatively new to the industry. This gives us license to do things differently... White wine and red wine are not marketed as different industries, why should cider and beer be? Beer and cider are both ‘long alcoholic drinks’ consumed from bottles and pint glasses in the same places on the same occasions. The making process between beer and cider is very different (cider is far more like wine making), and the manufacturers control the message... cider makers and beer makers do very different things, but we don’t care about them and are focused on our consumers and customers...so more like a craft beer than a craft cider it is then.
OUGD503 Studio Brief 2 Emma Nicholls 257322
The Creative Challenge Your challenge is to tell, inspire and engage consumers and customers with our brand and what it stands for – Bold, Mischievous, Inclusive, Rooted in Somerset. We want this to be an integrated campaign, so we are keen to see how your ‘Pig Idea’ comes to life in more than one channel or medium. Target Audience Everybody and anybody that espouses the same values as Orchard Pig – Generation Z, no demographics apply. Deliverables & Additional Information Current Communications, products, positioning and culture: You’ll find images of our current campaigns, products, packaging and more supporting information in the accompanying Project Pack on the YCN website. Any additional information referenced in the brief can be found in the supporting Project Pack on the YCN website. Why I chose this brief This brief stood out to me from the beginning as reading the brief, it definitely seemed like you could have a lot of fun with the brief as the whole brand ethos is fun, mischievous and bold. The phrase 'Notorious P.I.G' certainly conveyed this, and brand identity is smoothing I find a weak spot of mine, therefore working collaboratively on this brief could really help me.
Individual Practice YCN - Orchard Pig
Design Boards Page 1