INITIAL IDEAS I felt that the location of the promotion would be imperrative for the succesfull re-marketing of Glayva. The target audience are essentially young proffesional and affluent individuals. I felt that the most appropriate way to market the drink would be through the kinds of establishments that these people drink in, i.e. cocktail/wine bars.
My initial designs and ideas were centred around the promotional merchandise possibilities that we could exploit such as drinks glasses, cocktail napkins, matches, stirrers, fruit, bottle decoration (due to the restriction of not being able to change the bottle itself).
I also had the idea of using intelligent slogans/quotes as part of our campaign to reflect the intellectual callibre of the target audience.Another idea I had was to create some kind of heavilly branded event/launch.
POLLY WILLIAMS GLAYVA BRIEF/YCN OUGD203
BOARD 1
LOGO DEVELOPMENT Due to the restrition of the brief and not being permitted to redesign the logo completely, I designed a range of four logo adaptations; one to suit each of the four existing Glayva cocktails. After the first crit and idea devlopment we came to a desision that it would be more appropriate to create one design that would be versatile enough to put accross a range of media.
I then created six subsequent designs; I felt that it was important that they were suitable for both a male and female audience, as well as communicating to a young and affluent audience.
As a result of the crit and a comprimise between Matt and myself, I created the final design. I added more weight to the line to make it less feminine and combined the four cocktail flavours to create a hybrid version.
POLLY WILLIAMS GLAYVA BRIEF/YCN OUGD203
BOARD 2
RANGE OF PRODUCTS I desiged range of products based around the re-marketed brand identity that I have created. Ideas included a range of different drinks glasses branded with variations of the logo featuring each flavour depending on the cocktail. I designed matches as part of the promotional souvenir material for the launch of the new brand identity.
I also designed a range of cocktail napkins featuring entertaining quotes from famous intellectuals. My idea behind this was that the desired audience would relate to the humour and also relate to the concept of writing an idea down on a cocktail napkin, as cocktail bars are potentially locations where they are likely to visit on their lunch break or after work.
As well as this I designed some fruit stickers and a pattern to be printed onto tissue paper to act as promotional material on and wrapped around fruit such as lemons and limes displayed in fruit bowls or baskets on some bars. Unfortunately this was something that we were only able to propose due to time restriction.
POLLY WILLIAMS GLAYVA BRIEF/YCN OUGD203
BOARD 3
INTERIOR DESIGN I designed a bar interior based to illustrate how bars would be branded and decorated for the launch nights of the new marketing of the drink. I based the bar interior on Call Lane Social in Leeds which I visited for research.
Proposed merchandise includes a Glayva drinks fountain, wall vinyls, cocktail napkins, cocktail glasses and souvenir matches as well as Glayva cocktail waitresses painted in gold and branded with the Glayva logo.
I think that this method of proposal is really succesfull in this situation and a more interesting illustration than a vector drawing. This was reflected by the positive comments from the show and tell crit.
POLLY WILLIAMS GLAYVA BRIEF/YCN OUGD203
BOARD 4
FINAL DESIGN CONTRIBUTION For the final presentaion proposal boards for YCN I created a mock up of a cocktail glass branded with the new identity for the drink, for which I used a photograph that Matt took under my direction on our research trip. I felt that it was important to photograph a glass in context, i.e. in a bar rather than simply on a white background as I think that it helps to visualize the brand more realistically.
My range of cocktail napkin designs were presented on our final submission boards as well as my interior illustration and matches souvenir. The adaptaion of the logo that I desined and other supporting artwork was then applied accross a range of other promotional material that Matt provided the layout for.
POLLY WILLIAMS GLAYVA BRIEF/YCN OUGD203
BOARD 5