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
RESEARCH Background and Context
Cider Advertisements-
Hog History: Orchard Pig’s Home in West Bradley Orchards is well and truly rooted in Somerset’s cider-making history, dating back to the 1850s, and W.T. Allen’s award- winning Somerset cider. Orchard Pig: Started in the noughties...just outside Glastonbury when Andrew and Neil were enjoying their home-made cider and hog roast with friends....
While looking into other advertisement campaigns for cider a lot had different approaches that clearly conveyed different messages to different age ranges. Honesty Box Cider's campaign is similar to Orchard Pig's campaign in that it is inclusive but the designs really target the younger generation. In addition the advertisements are raw are keep to their concepts throughout.
Principles
Thatcher's Cider advertising is completely the opposite to what Orchard Pig are looking for, but this is still useful to research. Both ciders pride themselves in that they are rooted in Somerset, but Thatchers cider clearly is advertising towards their main target audience - the older generation. This is done by using traditional design elements in their advertising and using homely, domestic and loyalty connotations.
“Stay rooted” is what we say to the world. We appreciate simplicity...and cider. We like to poke fun at the world and ourselves...and each other. We are ALL about the cider... Values BOLD Dare to be different CIDER It’s all about the cider ROOTED IN SOMERSET Proud of where we are from MISCHEVIOUS A catalyst for more fun SIMPLE Simple brand and simple product INCLUSIVE For anyone and everyone
OUGD503 Studio Brief 2 Emma Nicholls 257322
Kopparberg Cider's advertising is a really great reference to our research, as this uses the Hipster element and isn't afraid to poke fun. This therefore makes it a funny, edgy and mischievous campaign which are all elements we want in our campaign. These elements used attract a wide range of target audiences, as some will see it as funny to poke fun at the hipsters, while others will see the hipster element as deem it as edgy and cool. Therefore this creates a versatile campaign and really gives you a good indication to the target market of Kopparberg, and also is very memorable.
Individual Practice YCN - Orchard Pig
Design Boards Page 2
CONCEPT
Brief Breakdown Rooted in Somerset Bold Mischievous Simple Ideas & Thoughts Brief isn't asking for a rebrand just a campaign Creating a story for the campaign, NARRATIVE Edgy Hipster element Secret lives of farmers Festival Culture Cheeky Glastonbury
OUGD503 Studio Brief 2 Emma Nicholls 257322
We all agreed that creating a advertisement for the campaignwould be best and we all felt confident in our thoughts so far. The festival culture idea seemed the most successful to us and we shared ideas and had a discussion about getting a real pig involved in the campaign - which we could then film and create our own festival scene. This could also give us the opportunity to collaborate further a student who has filming experience. Unfortunately however, our hopes to loan a pig didn't work out and after brief research into inflatable pigs, we decided it would be best to create a stop motion animation instead as our plans were falling through. Naomi and Sophie have previous experience in creating stop motion animation whereas I do not. They felt it best to create a 15 second animation for the advertisement. In addition, we all mutually agreed upon the final story board and with Naomi's concept - 'You can take the Pig out of the Orchard, but you can't take the Orchard out of the Pig.' This concept works with the brief as it clearly indicates the 'Stay Rooted' theme and is also quite cheeky and mischievous. The festival culture aspect is still going to be used in our campaign as we feel this really relates well to the brand in that it is fun, honest and inclusive with also ties to Somerset as Glastonbury festival is in Somerset and uses farm connotations.
Individual Practice YCN - Orchard Pig
Design Boards Page 3
DEVELOPMENT
It was my assigned role to create advertisements and also the typography that we would all use. From my research and knowledge of the brand, it was best to keep the type quite bold but also relaxed to keep the advertisement fun but to also really grab audiences attention. It was tried and tested to try more hand rendered typefaces to go along with the crafty style to compliment the animation. These however were not bold enough and didn't stand out in the posters. As a result I chose two typefaces which are both quite different but both successful, as they achieve my aim of being bold but still could be fun typefaces. These will both be successful in capturing audiences attention. After experimentation, three variations were made each with different purposes. The first with the simple wood texture background is a simpler, easy to manipulate advertisement, which therefore can be used across a range of different outputs and collateral. The second uses a still from the animation, it was important to use one poster which relates back to the animation, to keep the whole advertisement consistent. Finally there is one advertisement which is more of a stand alone poster, but still keeps to the concept by using festival culture by the use of imagery which has connotations of festivals, farms and fun.
OUGD503 Studio Brief 2 Emma Nicholls 257322
Individual Practice YCN - Orchard Pig
Design Boards Page 4
PRODUCTION
The final submission consisted of presentation boards and our final animation. I believe it was successful as we achieved our aims for this brief. We created a campaign using festival culture as our concept using quirky and playful elements. This represents the brand well and accomplishes what was asked of the brief. It would of been good if we had been able to get a pig and pull off our original ambitious aims of producing a short advert for the campaign, we believe that would have really set us apart from other submissions. However I feel that our concept and theme is strong within this brief, and we have successfully interpreted the brief as I knew straight away that they were not asking for a rebrand - but for a campaign. I was also unable to help create the animation as the only time we could really do it was while I was away on a trip with my course. I was able to put my input into the animation, but as I have no knowledge on making stop motion animations. It would of been interesting to learn, and if we were to redo the brief, this is something I would of liked to be a part of. I found this brief challenging but not unachievable, more mentally stimulating. I was surprise at how much work you can really produce working collaboratively. After having a previous bad experience working in a group, it was refreshing and reassuring to have such a positive experience this time round. Our communication within the group was superb and our time management was fair as we stuck to our timescale. In the future I hope to do more work collaboratively, especially across other courses again. I have learnt a lot from this brief, as previously said, I feel that brand identity is a weakness of mine and believe that this brief has benefitted me. I have learnt how to really deconstruct a brief and work efficiently in a team - both can really impact my future practise positively.
OUGD503 Studio Brief 2 Emma Nicholls 257322
Individual Practice YCN - Orchard Pig
Design Boards Page 5