Fever-Tree YCN Submission
Fever-Tree Getting a feel for the brief that are working hard around the globe raise money. Especially through an excellent product. After researching into malaria affected countries I found that most people I asked thought that malaria only affected the African continent although this isn’t the case. Malaria affects most continents that stretch across the equator including, North and South America, Asia and Africa. This was something I wanted to convey when designing the bottles. Next was the tricky bit, coming up with a successful design. After some mind mapping and a few unsuccessful designs I was struggling but I felt that as a designer, surly one eventually an Idea popped into of my responsibilities was to use my head. As the design is to adhere to a ‘wrap’ style I decided my skills to help the charities When first looking through the various YCN briefs my attention was immediately drawn to the Fever Tree brief. I liked everything about it, the brand the idea and of course the cause. After doing some initial research into the Fever-Tree brand, finding out its typical target audience and selling points I turned my attention to the ultimate goal of this brief which was to raise money to help eradicate the terrible disease, Malaria. It’s truly appalling that families all over the world are still devastated by this treatable and preventable disease.
to create a fully white matte bottle as colour theories revolve around the ideas of protection, purity, cleanliness and a new beginning. The main focal point of the bottle will be a large circular pattern based on a continent affected by malaria. Each pattern would work to it’s own strict colour pallet but will keep to the same dimensions, as each bottle will look like they are from the same set. The bottle cap will be black along with the lettering ‘Premium Indian Tonic Water’ and ‘limited edition’. As stated in the brief, a small tag around the neck of the bottle will describe the charity work. I have included 2D, 3D and physical work with in this document.
North America Pattern Design Surprisingly, people living in north and central America are at risk of contracting malaria in countries such as Costa Rica, Panama, Mexico and Haiti. As this was the first design I created I needed to do some planning, starting with actually buying a 500ml bottle of FeverTree tonic water so I could take measurements and properly get a feel for how the design would look when situated on the curve of the bottle. After measuring the
bottle I decided that a circular pattern with a circumference of 13cm would fit correctly. Once I had the correct dimensions I began searching for design ideas. I came across a style of work which is used in various different countries in central America although it is thought to have originated in Costa Rica. The patterns which consist of a strict colour palate are hand painted onto wooden carts. The intricate detail works it’s way out from the
centre of the wheel, giving way to bolder blocks of colour. I began by first sketching an outline replicating the shapes and patterns. Once I was happy with the rough sketch I later scanned the drawing into Adobe Illustrator where I created a unique colour palate and vectorised the image. Finally I added the Fever-Tree brand and logo.
Continent - North/ Central America World Wide Malaria Cases Yearly - 1%
- G1 (Gradient) C: 62 M:7 Y: 89 K: 0
- B1 (Gradient) C: 69 M:11 Y: 2 K: 0
- P1 (Gradient) C: 16 M: 40 Y: 2 K: 0
- Y1 (Gradient) C: 16 M: 11 Y: 90 K: 0
- G2 (Solid) C: 87 M: 40 Y: 96 K: 42
- B2 (Solid) C: 99 M: 88 Y: 21 K: 7
- P2 (Solid) C: 87 M: 40 Y: 96 K: 42
- Y2 (Solid) C: 18 M: 85 Y: 98 K: 8
- W1 (Solid) C: 0 M: 0 Y: 0 K: 0
Africa Pattern Design After success with the first design I decided to create a second in hope of creating a similar but different outcome. I decided that the next should be based on the African continent as central African countries do account for the majority of malaria caused deaths world wide. I began by researching the various kinds of traditional African patterns. I found that they vary from being brightly coloured to being quite ‘earthy’, made
up of animal prints. I began my initial sketch by creating a circle which had a circumference of 13cm like my previous design. I then began by sketching different patterns and shapes in the style of the more traditional African pattern. After I was happy with the sketch I scanned it into the computer where I opened the image in Adobe illustrator. I then began vectorising the image although it was quickly apparent that more detail needed
to be added. I experimented by adding swirls and various other elements which seemed to lift the piece. After I had finished this piece I decided to see how the pattern would look on the bottle in the real world. I took the bottle I had previously bought and spray painted it white except for the cap. Next I printed out the pattern and stuck it on the bottle. (Images on later pages)
Continent - Africa World Wide Malaria Cases Yearly - 88%
- O1 (Solid) C: 15 M: 66 Y: 100 K: 4
- Y1 (Solid) C: 2 M: 11 Y: 71 K: 0
- Bl1 (Solid) C: 48 M: 3 Y: 9 K: 0
- R1 (Solid) C: 26 M: 95 Y: 89 K: 26
- B1 (Solid) C: 43 M: 73 Y: 60 K: 69
- G1 (Solid) C: 51 M: 38 Y: 79 K: 28
- W1 (Solid) C: 0 M: 0 Y: 0 K: 0
South East Asia Pattern Design For the next pattern design I looked to the region of South East Asia, in particular, Thailand. Straight away I noticed that they had a very unique and intricate style of work which mainly consisted of black and gold. I was worried that this design would clash with the other patterns but I decided to experiment with the style. I began by sketching out the rough basic dimensions before looking for some better inspiration (Images below). The
original sketch for this piece was much larger but it seemed way too large compared to the other patterns I had already created. I began by scanning the initial sketch and creating a monochrome vector. After playing with the design I added a yellow/ gold/orange gradient which really made the pattern stand out. I then finished the piece off by adding the Fever-Tree logo. This piece does stand out among the other patterns I have created but this
could be seen as a good thing, really showing the difference between the cultures affected by malaria.
Continent - South East Asia World Wide Malaria Cases Yearly -10%
- Y1 (Gradient) C: 9 M: 2 Y: 92 K: 0
- B1 (Solid) C: 74 M: 64 Y: 62 K: 81
South America Pattern Design The last region I looked into were the countries within South America. Most of the artwork in this region is inspired by Aztec patterns, a style which is so easily recognisable around the world. I decided to do some further research into the area, really getting a feel for the patterns and colour pallets. Once I had a rough Idea I began sketching down some ideas which gave way to a full pattern design. After scanning the sketch
I created a monochrome vector in Adobe illustrator. I then created a warm colour palate made up of vibrant pinks and warm yellows which really draws the viewers eye to the bottle. After a few design tweaks, such as playing with the colour scheme and adding more detail I finished the piece off by adding the FeverTree logo. Although the colour schemes used in South American countries varies massively, I feel I have managed to capture
the overall look to a high degree of accuracy. This is one of the most noticeable designs which will really stand out on the busy supermarket shelf due to it’s bright colours and sharp edges.
Continent - South East Asia World Wide Malaria Cases Yearly - 1%
- O1 (Solid) C: 0 M: 40 Y: 92 K: 0
- G1 (Solid) C: 81 M: 18 Y: 69 K: 3
- B1 (Solid) C: 42 M: 0 Y: 12 K: 0
- P1 (Solid) C: 0 M: 95 Y: 15 K: 0
- G2 (Solid) C: 87 M: 36 Y: 79 K: 32
- B2 (Solid) C: 89 M: 44 Y: 52 K: 45
N/America Outline Mk1
Africa Outline Mk1
N/America Coloured Vector
Africa Coloured Vector
N/America Final Pattern
Africa Final Pattern
SE/Asia Outline Mk1
S/America Outline Mk1
SE/Asia Coloured Vector
S/America Coloured Vector
SE/Asia Final Pattern
S/America Final Pattern
Physical Experiments Bottle layout One I had created my four pattern designs I needed to determine the correct measurements to use within the 3D software. I began by buying a 500ml bottle along with a can of white spray paint. After covering the bottle cap I sprayed the whole of the bottle white, hoping to achieve a matte finish. Once the bottle was dry I started printing out different sizes, ranging from 10 to 16cm. Unfortunately at 10cm the text was illegible and could only be
read at extremely close range. At 16cm the text could easily be read but the pattern was far too large as it wrapped underneath the bottle and distorted around the curve of the bottle neck. 13cm was by far the best size. I stuck the design onto the bottle and photographed it. This also allowed me to measure where other text was going to appear on the bottle. Following this successful layout I created a computerised template made up
of the same measurements from the bottle. I also recreated the rear label which would make the render look much more realistic. It can clearly be seen that the bottle design shows the 500ml bottle volume as well as the fact that the tonic water itself doesn’t contain any artificial colours, sweeteners or preservatives.
Continent - North/ Central America Label Size -13X13cm 3D Render // Front View
Continent - North/ Africa Label Size -13X13cm 3D Render // Front View
Continent - North/ South East Asia Label Size -13X13cm 3D Render // Front View
Continent - North/ South America Label Size -13X13cm 3D Render // Front View
Four Bottle Layout Fever-Tree Limited Edition Bottle range 3D Render // Front View
Layout Experiments 3D Render Once I had created the four different bottles I grouped them together within one Cinema 4D document and experiment with a few layouts so all four bottles could be displayed within the same image. After some planning I came up with some possible advertising poster Ideas so I based the layouts around these ideas. I decided to keep
the order of the bottles the same throughout the different layouts. Once I had developed the layout Ideas I turned to the Fever-Tree website and project pack to look into the existing brand colour schemes to create three possible advertising posters which could be used to advertise the release of the limited edition bottles.
Sticking to the existing theme I decided to use the tag line ‘If 3/4 of your G&T is your tonic, make sure you use the best.
Promotion Out On The Streets Once I was happy with my designs I set about creating two advertising campaigns for the new bottle design. I began by creating a simple bus stop poster which showed the 3D render of the bottle design as well as the companies tag line. I began By looking up the correct dimensions before experimenting with different type faces for the tag line. I then created a ‘#’ which could help the limited edition bottle trend
on social media, helping raise awareness for the charity. Once I was happy with the typographic layout I experimented with the 3D renders to find the best image. After adding the 3D render I added a subtle border and found an image to place the mock up poster on. I feel like this poster has been successful. I have stuck to the colour scheme used on the fever tree website as well as using
the classic tag line which is well know to Fever-Tree clients. Due to it’s bright colours and unique design, I feel this poster would be eye catching to anyone walking past it.
Promotion Out On The Streets Sticking with the same idea as the bus stop poster, I decided to create a larger version which would be easily visible to driver passing by. I played around with the typographic element and added the Fevertree logo. I decided to add a different 3D render which better complimented the layout of the poster. This poster also makes that statement explaining that these are limited edition bottle designs, intriguing the customer.
As a second idea I decided to use the patterns themselves to catch the viewers attention. This design takes advantage of the larger poster display. I have also included the fever tree logo, ‘#’ and a brief piece of information about the limited edition bottle design and the layout behind it. Finally I decided to experiment with a different Idea. Instead of using the 3D renders I decided use the patterns themselves to draw the viewer into the piece.
The bright colours and sharp edges catch the eye of people walking by in the street. A small sentence then briefly explains the partnership between Fever-Tree and Malaria No More UK.
YCN Submission References: Bus Stop Image - https://alexrichardsondesign.files.wordpress. com/2013/02/original_336208_ajhoomnu52riu1krn0xbdwkfa.jpg
Billboard Image - https://creativeorchestra.files.wordpress.com/2012/04/ happli_teaser_billboard1.jpg
Larger Size Billboard Image - http://www.showcaseoutdoor.co.uk/media/14320/96-Sheet-billboard-size.jpg
Bus Stop Image 2 - https://pbirkettchs.files.wordpress.com/2012/03/twisted-fury-bus-stop-poster.jpg
Bus Stop Image 3 - http://bcreative.al/wp-content/uploads/2012/10/115.jpg
Thanks For Reading Alexander Nicholson