-Kasim Salim-
Brand Overview In the 10 years since launch, Fever-Tree have pioneered a new premium mixer drink category both in the UK and internationally by creating a range of mixer drinks that are unrivalled in terms of quality and taste.
premium spirits on the market. From the Congo to the Ivory Coast, they’ve travelled to the ends of the earth to source the highest quality ingredients from small specialist producers. All nine of our products are carefully crafted to enhance, rather than overpower, the world’s The idea for Fever-Tree came about after a gin & tonic nest spirits. tasting revealed that the majority of mixers, tonic special cally, contained artificial sweeteners and favour- Recently voted best selling and top trending tonic brand ings. The mixer category had long been dominated by (Drinks International 2015), the Fever-Tree brand congiant brands more concerned with cutting costs than tinues to go from strength to strength. Proudly poured improving taste. The use of sickly sweeteners and artificial favourings left a cloying after-taste masking the In 8 of the world’s top 10 restaurants, our products are favours of the spirits they were intended to be paired available in thousands of pubs, bars, restaurants and with. hotels the UK, as well as being available in Waitrose, Sainsbury’s, Tesco, M&S, Ocado, Majestic and a large And so in 2005, co-founders, Charles Rolls and Tim portfolio of other independent stores across the counWarrillow, set out to create an all-natural tonic water try. and mixer range to pair with the growing number of
Brief & Target Audience 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 each year in the Congo – the very area where we source our quinine.
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.
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 Over the next 5 years, we are committed to raising mon- G&T and will choose premium brands of spirits over ey for our charity of choice, Malaria No More UK. One own brand labels.
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 t. You should work to a ‘wrap’ design that adheres to the current footprint of the 500ml Tonic bottle — and that inspiringly embellishes it.
uct name to the consumer. You can and examples of our bottles and the key information that must remain in place in the Project Pack that supports this brief. You should select at least one of the 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.
The designs must be beautiful and sophisticated in style (not childish in any way) to achieve stand out and Whilst each bottle should have its own look and feel, to connect with our premium target audience. They they also need to look like they are from one collection must also incorporate the key information on the front of — and part of the same family. the bottle to clearly communicate the brand and prod-
What is Quinine? Quinine is the generic form of the brand-name drug qualaquin, a medication used to treat uncomplicated P. falciparum malaria, a s ecific ty e of malaria alaria is a disease caused y arasites that ty ically enter the ody through the ite of a mos uito t s common in Africa, South America, and Southern Asia. Quinine will not treat other forms of malaria, and should not be taken to prevent malaria. The Food and Drug Administration (FDA) banned the sale of all non-approved brands of quinine. Do not purchase quinine on the nternet or from vendors outside of the nited tates
Some people have used quinine to treat leg cramps, but this is not an FDA-approved use.
htt
www everydayhealth com drugs uinine
Chemical structure of quinine, wikipedia. org, quinine.
Quinine for malaria... alaria is a very serious infection which you can catch from a ite from an infected mos uito tom is high tem erature fever and a u-like illness which there is malaria
he most common sym -
alaria can occur even u to a year after travelling in an area in
rom t treatment for malaria is essential f you feel unwell and have recently visited an area in
which there is malaria, you should seek rom t medical advice, even if you have taken your anti-malarial medication correctly alaria is caused y a arasite called lasmodium and is assed to humans from a mos uito ite
he arasite lives inside the stomach of an infected female mos uito
here are four ty es of lasmodium that cause malaria
f the four, las-
modium falci arum is usually the most serious, so this ty e of malaria is likely to e treated in hos ital
Can quinine cause problems? long with their useful effects, most medicines can cause unwanted side-effects although not everyone e them
he ta le elow contains some of the side-effects associated with uinine
er s information lea et su
lied with your medicine
ou will find a full list in the manufactur-
lthough unwanted effects often im rove as your ody ad usts to a
new medicine, serious side-effects do still sometimes occur.
http://patient.info/medicine/quinine-for-malaria
eriences
How Effective is Quinine in treating Malaria?
he acteria rotects itself from the hema oin y storing it as malaria igment hen uinine is in ected inside the ody, it starts working y entering the lysosomes of arasites. Quinine inhibits the formation of malaria pigment uinine is rominently used to cure atients suffering from the lethal disease malaria t is e tracted from the leaves of which helps the bacteria against the harmful affects of hema oin his causes the acteria to e e osed to its own cinchona trees. These medicated plants are found in South to in and the acteria dies uinine is however hel ful merica uinine reduces sym toms such as high fever, only in the killing of the mero iotes and sto s the disease ain and in ammation arising due to the onset of malaria ut does not kill the gametocyte stage of the acteria and erts claim that uinine is also efficient in controlling muscle ain and cram s uinine was the only mode of treating hence does not sto the acteria from dying com letely t is effective only one stage of the arasite f the atient malaria atients until s of today several other medstops taking the medication, there can be a relapse of maications have been invented to cure malaria affected palaria again. tients. http://www.innovateus.net/innopedia/how-effective-quinine-treating-malaria
How good is Quinine for treating Malaria? esearches have confirmed that malaria germs are killed y uinine leading to s eedy recovery from the disease hough there is confusion a out the e act ways in which uinine affects malaria, ut over the years it has roven to be the most effective drug against this disease. When our ody is infected with the lasmodium acteria, the hemogloin in the is s lit and is used y the acteria as food When a person is suffering from malaria there is a drastic drop in their rbc count and can cause anemia which could be fatal. The quinine interrupts the merozoite stage of the plasmodium which is when they invade the red lood cells s lit the hemoglo in and the to in known as hema oin is released
ever- ree s roduct nfo smooth, delicate te ture that carries the avour of the otanicals in each mi er and enhances the aromas of the s irits they are intended to e mi ed with ackaged in ml and 500ml glass bottles for either the perfect single serve or a larger sharing occasion. The glass packaging was designed to re ect the remium natural values of the rand and to ensure freshness and avour
THE TASTE ever- ree ndian onic ater launched in the in early 2005, the brand name chosen due to fever tree being the collo uial name for the cinchona tree in which uinine, a key ingredient for tonic, is found he highest uality uinine was sourced from the Rwanda Congo border and blended with s ring water and eight otanical avours, including rare ingredients such as marigold e tracts and a itter orange from an ania rucially, no artificial sweeteners, reservatives or avourings were added ince launching, we have launched a new roduct every year - each taking a similarly intre id attitude to sourcing uality otanicals he result is seven delicious drinks to mi or en oy on their own
ur highly car onated drinks, consist of small u
les for a
ther
Q
om any ackaging tyle
TONIC
nlike other tonic waters, onic is made with Hand-picked quinine from the Peruvian Andes rganic agave as the sweetener 60% fewer calories than regular tonic water All natural ingredients o high fructose corn syru lower glycemic rating than other tonic waters Q Tonic tastes clean and crisp, as tonic water was intended, with a quick shar ness and a gently rounded sweetness he ottle is erfectly ro ortioned for one proper drink. nd there s a reason it s called tonic onic s natural uinine is elieved to improve circulation and accelerate digestion. For centuries natural Peruvian uinine has een used y naturalists and her alists to im rove health, increase energy, and stimulate lood ow really like this ackaging as its slim, tall, slick and sim le find the logo is very eye catching and stands out, like how its not overloaded with te t and how everything is clear and easily read htt
tonic com enefits html
loom
in
onic
Available in 275ml entimans have oined forces with loom ondon ry in, to com ine their e ertise in the lending and sourcing of the finest otanicals from around the world to create a erfect ready to drink in Tonic.
he o histicated, grown u choice
he
uardian
he ackaging for loom in onic is similar to the fever tree one feel the loom gin tonic is more eye catching due to sha e of ottle ut the te t layout is not very reada le and is hard to read from a distance feel the colours used on the la el are ig and old ut feel there is to many different ty efaces used in a small area.
Selected four countries:
Burkina Faso
Congo
Mozambique
Nigeria
ongo, the
More Research into the countries chosen...
said
Malaria is a risk for more than 90% of igeria s o ulation and contri utes also to an estimated 11% of maternal mortality
There are an estimated 100 million ril marks orld alaria ay, malaria cases with over 300,000 imes looks at the countries most deaths er year in igeria, a out affected y the mos uito-transmitted 100,000 more than the deaths from disease. s
hy advertise with us es ite malaria mortality rates have diminished y since , the disease caused an estimated 627,000 deaths in only, according to the orld ealth rgani ation Children and pregnant women are the worst affected, and over 80% of deaths occur in sub-Saharan Africa among children under five Nigeria Around 40% of global malaria deaths occur in ust two countries igeria and the Democratic Republic of the
inister of tate for ealth, r haliru Alhassan, said that malaria still remains a ma or threat to u lic health in the country and added that it undermines its socio-economic development. Democratic Republic of Congo Malaria is endemic in certain areas of the Congo, according to MÊdecins Sans Frontières. The humanitarian organisation said it has treated , in ulingu, atchungu and Tchonka areas in 2013.
MSF has also warned that the disease has soared dramatically in the country in recent years The reasons for the trend are not clear, although it is thought renewed fighting y militia grou s has made it increasingly difficult for eo le to access prevention and treatment. Mozambique Malaria represents around 45% of all cases in out atient visits, a ro imately of in atient at aediatric clinics and around 26% of all hospital deaths, say the According to the Demographic Health urvey , the revalence of malaria among children under five years is 46.3% in rural areas compared to 16.8% in urban areas. he inistry of ealth of o am i ue has announced a partnership to ensure that every family in o am i ue will e rotected from malaria y the end of this year s cam aign
Burkina Faso Malaria is the leading cause of death at healthcare facilities in Burkina Faso, and most of the dead are children. ut of a o ulation of million, the country recorded almost million cases of malaria in , es ecially in the rainy season from ugust to ovember. The urkina Faso government said the fight against malaria is its to riority ealth minister ene e go announced the ambitious goal of halving the num er of malaria cases within five years htt www i times co uk world-malaria-daymost-affected- y-malaria-
-to -five-countries-
Bottle Design Explained have decided to incor orate atterns of each country to re resent the countries and also have decided to look at using colours of the ags for the la els with the attens ehind, feel this would give each ottle a iue look ut will still look good together as a s ecial edition set find using the atterns would hel consumers identify the different countries and attract eo le attention he colour will ust give it shelf im act as the colours in the ags are right, this will help the bottles stand out above the rest, it will make consumers pick up the bottle to read the information about Malaria
Burkina Faso
Congo
Mozambique
Nigeria
Hand Reproduced Patterns
ere are initial sketches of my attens
Making The Pattern - Set Up
used the atten tool on illustrator to roduced my atten, from ust a small triangle roduced a very creative technical design
Hand Drawn Bottle Development
Label Layout Ideas ere looked into trying the com any name in different laces y using different sha es tried may e looking to get the attens involved on the la el too
also
Label Layout Ideas Detail drawings of the label development
a el designs with the different country ags
Digital Pattern designs ere created atterns from all the different country s choose roduced these attens y hand and now roduced them digitally feel they work really well together
igeria
Congo
Congo
Mozambique
Quinine Formula
Burkina Faso
Label Development ere have tied out different ideas to create a eye catching la el work tried to incor orate the ag and the atten from the chosen country feel the ag worked really well ut find the attern to much, also feel the colours of the ag are too strong and the com any logo is not visi le, so decided to dro the o acity on the final la el as shown on the ne t age feel it has a very creative look with the ag em edded within the la el design
e
TONIC WATER
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PREMIUM BUSKINA FARSO
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ottle
evelo ment
lained
or my all my ottle designs have recreated the attern myself and used it as a full rint on the ottle also looked at ways of incor orating the different country ags as well so it was clear which ottle was su orting which country o used the ags of each country that icked used the ag as the ackground of my la el found this worked really well, also changed the o acity down to as felt the colours were too strong and the te t was hard to read as shown in the development. then looked at the la el around the to of each ottle and thought a out how could show a sign that showed consumers that we were su orting alaria o ore o looked at how could may e use the uinine molecules, so created a pattern with the molecules and used it as the background of the warp around la el that is lace near the to of the ottle with the logo of the com any, again with this attern felt it clashed with the logo so dro ed the o acity down so it was ust in the ackground and it didn t effect the logo verall find that all the ottle designs have worked really well with the attern as the whole cover of the ottle, find it makes the ottle very eye catching and stand out with any over com etitors roducts that might e sat in the lace on the supermarket shelf.
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