BA (Hons.) GRAPHIC DESIGN
LEVEL
Module Code
OUGD303
Semester
Module Title
Final Major Project
Doc. Code
06
OUGD30
Brief Title D&AD – 21st Century Whisky Brief
st
Create the identity, packaging and promotion for a 21 century whisky brand that challenges category conventions and appeals to an international female consumer.
Background / Considerations • • • • •
Challenge category conventions in a category that hasnʼt changed much in centuries and that is ingrained with strong category codes – challenge the masculinity. Research into Scotch whisky market – have a look at whatʼs already out there (E.g. Johnny Walker bottle was revolutionary at the time it came out). Research into the background of whisky and challenge some of the conventions. Challenge the container. Consider the rituals related to drinking whisky – how itʼs transported, how itʼs poured, decanted, served, the st glasses, etc. – what can the new, 21 century ritual be?
Mandatory Requirements • • • • •
Engage emotionally with the consumer, grab them, draw them in and speak to them. Packaging has to stand out and stand for something. Brand must have a unique personality. Consider the sustainability of the container & packaging (not a crucial element though) Inspire and shock the whisky industry.
Deliverables • • • • •
•
Name Branding & identity Container Packaging Glasses Promotional material
Studio Deadline
Module Deadline
Competition deadline – 9/3/2012
30/5/2012
This brief should be read in conjunction with the module brief. Please refer to module information at E-STUDIO for module brief, submission deadline, graded outcomes and further reading.