Yanda Patricia De Vasco
University Of Huddersfield Fever-Tree
YC N
2015-16 YCN Student Awards / Briefs / Fever-Tree
Introducing Fever-Tree Premium Natural Mixers “Recently voted best selling and top trending tonic brand (Drinks International 2015), the Fever-Tree brand continues to go from strength to strength. Proudly poured in 8 of the world’s top 10 restaurants.” Brand Background 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. The idea for Fever-Tree came about after a gin & tonic tasting revealed that the majority of mixers, tonic specifically, contained artificial sweeteners and flavourings. The mixer category had long been dominated by giant brands more concerned with cutting costs than improving taste. The use of sickly sweeteners Introduction
and artificial flavourings left a cloying aftertaste in thousands of pubs, bars, restaurants and hotels the UK, as well as being available in masking the flavours of the spirits they were Waitrose, Sainsbury’s, Tesco, M&S, Ocado, intended to be paired with. Majestic and a large portfolio of other independent stores across the country. And so in 2005, co-founders, Charles Rolls and Tim Warrillow, set out to create an all-natural tonic water and mixer range to pair with the growing number of 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 finest spirits. Recently voted best selling and top trending tonic brand (Drinks International 2015), the Fever-Tree brand continues to go from strength to strength. Proudly poured in 8 of the world’s top 10 restaurants, our products are available
Screen shot of Fever-Tree website, Homepage.
The Brief for Fever-Tree “Risking Life & limb for a decent G&T? Now that’s an Ethos we can definitely sign up to”. (Fever-Tree, Website) Brief introduction 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 five each year in the Congo – the very area where we source our quinine. Introduction
Over the next 5 years, we are committed to raising money for our charity of choice, Malaria No More UK. One 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.
Fever-Tree Premium Natural Mixer, Fever-Tree website
The Challenge & Requirements The 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 fit. You should work to a ‘wrap’ design that adheres to the current footprint of the 500ml Tonic bottle — and that inspiringly embellishes it. The designs must be beautiful and sophisticated in style (not childish in any way) to achieve stand out and to connect with our premium target audience. They must also incorporate the key information on the front of the bottle to clearly communicate the brand and product name to the consumer. You can find examples of our bottles and the key information that must remain in place in the Project Pack that supports this brief. Challenge & Requirements & Mindmap
You should select at least one of the five 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. Whilst each bottle should have its own look and feel, they also need to look like they are from one collection — and part of the same family. 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 G&T and will choose premium brands of spirits over own brand labels.
A fever tree, featured in Fever-Tree Website, A short history of the fever tree.
About Quinine One legend describes a South American Indian was suffering from the malaria symptoms until he drank of water from a nearby cinchona tree and after which his fever diseapeared. From then quinine was first used to treat malaria in Peru in 1630 as the Countess of Chinchon who got malaria, recovered.
would take a lot because avarage bottles of tonic water contains only 40 mg of quinine while quinine medication for malaria is 700 mg to 1,050 mg per day (livescience, what is quinine).
Quinine reputation was not a success until in the 1820’s when it was world wide known of the special tree and it’s healing power. This is because The British Army in India mixed sugar , water and qunine from the cinchona tree to cure malaria and from then the tonic water was created (Fever-Tree Website, A short history of the fever tree).
The cinchona tree can be found in South American, west coast from Venezuela and peru. It can be described as a large shrub or a small tree.
Quinine can be dangerous to use whenever people feel like it because of serious side effects, so tonic water is more common and mundane. Although it is not as strong as quinine by it self, it can still cure infections, but it About Quinine
Where is Cinchona Tree found?
Wild Quinine (Parthenium integrifolium), ozarksstateofmind wordpress, parthenium-integrifolium.jpg.
This is a ‘Wild Quinine’ also known as Parthenium integrifolium, snakeroot, Prairie-dock or American feverfew. Wild Quinine is a valuable medicinal herb to the Americans. It is used as an antiperiodic, emmenagogue, kidney, lithontripic, poultice, treat debility, fatigue, respiratory infection, gastrointestinal infection, and venereal disease.
About Quinine for Malaria Malaria is a serious life and death infection can be catched from a mosquito bite. It is caused by a parasite called plasmodium which lives inside of an female mosquite who is infected. The symptoms is high temperature fever and an illness like the flu.
Cinchona bark, homeoresearch.blogspot, China officinalis:CINCHONISM A single dose of 2 to 8 grams orally of pure quinine may be fatal to an adult.
The name ‘quinine’ is the generic form of the brand name drug qualaquin. Quinine is a white crystalline alkaloid valuable because it is effective for antimalarial and also antipyretic, analgesic, and anti-inflammatory properties. It contain two fused ring systems called bicyclic quinuclidine and aromatic quinoline. Although quinine is anti-malaria for those who a bitten by an infected mosquito, it is not to prevent malaria, a person can still be infected by malaria. It is avaliable as tablets and injections.
Chemical structure of quinine, wikipedia. org, quinine.
Fever-Tree’s Company Packaging Style Fever-tree package for commercial work, logo name emerged from the cinchona tree, where quinine is taken from and it is a tree known to help people serious fevers. Fever-Tree beverage package was designed by B&B agency based in Unted Kingdom, London. Their packaging is designed to contain tonic water. Fever-Tree redesigned bevevage packaging to a more contemporary and bolder feel. It carries the detailed basic information about the content including the company’s logo; premium Indian tonic water, made with natural quinine, no artificial sweeteners, flavourings or preservatives. Simple information such as “Natural quinine”, which is very important to target the audience who are especially interested in healthy drinks made from natural high quality ingredients. They improved the colour by darker toning it more, the past design colour was light fading
Fever-free Product Packages
colour but now the colour makes the design look refreshing. B&B studio also repositioned the ‘Premium’, on the top,in a long line followed with ‘Natural Mixers’. It has aesthetic look because of how spreaded the texts are rather than squished up. They also left the large logo in the same place but black instead of white which improves the design and makes it more visible. The bottle’s cap is a rich gold colour featuring the fever-tree logo with out the type.
Fentimans & Bloom Fentimans & Bloom is a Botanically blended gin and tonic beverage designed by Keen and Able based in London. Keen and Able designed Fentimans and Bloom package design for a joint project for Bloom Gin and Fentimans. Bloom Gin which is a upcoming popular London Dry gin produced by G&J Greenall’s, the name bloom is a reference to the floral nature of its botanicals such as chamomile, pomelo and honeysuckle (Master of malt, Bloom Gin). Fentimans also known for their traditional natural botanical beverages, they have been producing natural drinks for over 100 years, using the time-honoured botanical brewing process as it results in a delicious drink (fentimans, main website). The beverage is mixed with Fentimans’s Botanically brewed tonic water and Bloom Gin’s London Dry Gin. You can see the design have been inspired mostly by Bloom Gin as their signature very unique floral as the background
Gin & Tonic Design Packages
design and colour. “Botanically” has been engraved on the top half of the bottle, a good way to allow their target audience how healthy the drink is.
Q Tonic Q Tonic is based in Brooklyn, America. The bottle was designed by a company called Aruliden. It is a gin and tonic beverage although it just just suggests it is just tonic water from the bottles name. “A gin and tonic is 70% tonic, 30% gin. Knowing that, we created a vision for Q Tonic, a premium tonic water, to accompany those fancy drinks.”, therefore I do not think this design is very much effective, with so little information on the bottle, it leads people to assume it is entirely tonic water. However that is not the case, the drink is blended with gin and it is something that should be pointed out in their design because the buyers should be entitled to know everything about the drink. I also think the design is a little plain, with just a plant which is reference as to where they got tonic from. Dark grey colour as it blends well with the seethrough glass.The type used for the “Q”, is the only thing that stands out for me, because it is fancy.
Vocation Brewery Robot Food designer from United Kingdom, based in Leeds. He designed Vocation Brewery packaging for John Hickling, who established Vocation. Vocation is a Uk microbrewery, craft beers with unique different distinctive flavour and cover identity. Each beer with different coloured name titles such as heart and soul, bread and butter, pride and joy and divide and conquer. Each bottle have names in bold, bright colour that are slogans advertising companies used a lot in the 1920’s to the 70’s. The texts have been positioned in the middle of white small illustrated vectors going around in a slight vertical and horizontal shift. I find the tropical and quirky design daring. While this design may be the opposite of Fever-Tree, the reason I decided to research it is because how the aesthetic monolinear illustrations are juxtaposed and the idea of drawing different small things that are still entwined. The illustrations are busy but not squashed up
Other Design Packages & Evaluation
to the point of confusing people of their meanings. It gives an enthusiastic feel, more youthful than childish. They remind me of tattoos with the mix of african symbols. I would like to try this approach, putting down different characteristics illustration in a monolinear style, relating to a country.
Research Evaluation I found other gin and tonic beverages for research puposes and they all seem to be heading the same way with their design which is used a design that portrays flowers or plants as to suggest the substance is 100% obtained from a plant which could be used typically in medicinal products, which tends to be the most appropriate way to suggest how healthy the drink is. With that being said, I would like to do the opposite. I would like to use a different method to approach this idea. During my quinine research on the medicine topic, I found out what the structure looks like and I would like to use it as a design inspiration that references the anti-malarial medicine and tonic, rather than the typical floral approach.
Selected four countries for inspiration “You should select at least one of the five 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”. (Fever-Tree, YCN brief) My task is to create beverage package design inspired by four different countries from 5 regions such as Africa, South America, Asia, North and central america and SE Asia. The designs should have some distinctive look that derived from each country. I have chosen Africa and South Amerca countries for inspiration. I will first start with research the selected countries map, language, culture, famous places and society.
Four selected countries
Nigerian Flag, Wikipedia.
Nigeria
This is the Flag of Nigeria, deisgned in 1959, the flag is a vertical with two green bold stripes and white in the middle. The green stripes represents Nigeria’s natural weath, while the white stripes represents peace. Nigerian offical language is English because of British colonisation, the language is used more by those who live in the urban communities than in the rural areas. There are over 521 languages in Nigeria but at least 9 of them are now extinct. Out of these languages, there are other major languages which are Igbo,Edo, Kanuri, Yoruba, Hausa and Fulfulde. There are 250 thnic groups in Nigeria, the largest ehtic groups are Igbo, Yoyuba and Hausa-Fulani.
Hausa people is the largest tribe in Nigeria, they are also known as “hausaland�. Most urban communities like the cites are occupied by Hausa people since the stone age to the present age (AnswerAfrica, The Hausa Tribe). The Hausa people’s worship the Islamic religion, the traders from North Africa taught them this worship. They also have prominent tribal marks, usually across their face, used for identification. It made it more easy for them to identify people in the even of those that go missing, war or captured for slavery. Their clothes usually knitted patterns from every bright colour. Just like other ehtnic groups in Nigeria, their typical traditional wear is called buba which is a fitting long-sleeved blouse or shirt.
Otili Mask Famous Otili mask photograph. I love how memorising this mask is. It is called the Otili mask and it is from cross river Ibgo Ohaffia tribe. This is photo taken in Nigeria in 1931 by Dr.G.I.Jones.
Hausa Tribe
Top places in Nigeria Zuma Rock in Abuja, Nigeria.
Obudu Cattle Ranch, also called Obudu Hills.
Four selected countries
Angola
Angola’s national flag was hoisted in November 11, 1975. It is split in two horizontal colours, one red and one black and a yellow machete, one star and half-gear crossed. Angola’s language portuguese. Angola’s capital is Luanda.
Nigeria Wikki Warm Spring, Yankari National Park, Bauchi State, Nigeria. Natural springs with a constant temperature of 31 degrees C
Olumiri wateterfalls, Erin Ijesha Waterfall. Known as a natural Suana.
Angolan Flag, Wikipedia.
Angolan culture is mixed with Portuguese culture due to the colonisation. There are different ethnic communities with their own culture, traditions and natives languages; Kimbundu, Ovimbundu, Mestico, European, Bakongo and other. Although they have different cultures, they have similiar music styles such as kizomba, semba, zouk, Kuduro, Kilapanda and merengue. Angola has three demoninant religion Indigenous beliefs, Roman Catholic and protestant.
a martial arts to overcome them. Capoeria is now more popular with the younger people than the older (Our africa, Angola, people, culture). It is a sport extremely popular world wide but mostly in Brazil as the Angolan slaves passed it on.
Zambia Flag, Wikipedia.
Zambia
Capoeria
Zambia’s flag a mixed with four rich colours, three that are vertical. Green represents Zambia’s lush flora, red is for their struggle for freedom, black represents the Zambian people and lastly orange is for the natural wealthy resources.
Zambia has a divers cultures, materials and A lot of brazilian slaves came from Angola, spiritual traditions. Many of rural tribes still which is where capoeria is from. The slaves practised the combination of dance and martial follow their traditional values and costums. arts. Their masters never knew it was really
Chewa Tribe Gule
Chewa people also known as the Gule Wamkulu, have a remarkable dances that even the United Nations Educational, science and cultural Organization have recognised their talent and have decided to protect it. Chewa people live in the Eastern Province (Seadams1990, wordpress, A little more abut Zambia).
Ghana Flag, Wikipedia.
Ghana
The flag of ghana designed in 1957. Bright colours such as red, yellow and green in horizontal stripes, with a black star in the middle of the yellow stripe. The main official language in Gana is English, other most spoken languages are Akan, Ewe, Dagomba and Ga. The Ghanians worships their traditional religion, christianity, catholics, Islam, Protestant and Baptist. Ghana is best known for their chocolate, gold, they were previously called the “Gold Coast”. They are also well know for their diamons, oil, Kente cloths and their capability of producing many types of woods. Four selected countries
Kente Cloths
Kente cloths are usually given as a classic unique gifts. They are known as nwentom in the language Akan. The colours usually consists of yellow, green and black, to represent Ghana’s flag. They are a type of silk and cotton fabric. They are traditionally used as clothing.
They emerged from the Ashanti Kingdom and then later was adopted by other West African Countries.
African Tribe Masks African tribal masks from the African Continent. Nigeria’s and Zambia’s is included. Every tribes masks are different.
Four selected countries
African patterns are ofeten seen in clothing, pottery and paintings. The African’s love to design their patterns with symmetrical or geometrical patterns and it does not look plain as they are placed in varius ways. Adinkra Symbols Some African patterns carry meanings, as they are Adinkra symbols & meanings. They are created by the Akan. They are used in fabrics, logos, pottery and advertising. Andrinka symbols convey messages of traditional wisdom, the aspects of life or the enviroment. All of them have distintive meanings, often proverbs (Adinkra, wikipedia).
African Patterns
Development
My sketches are to help me when coming to design my work on which will be mostly on Illustrator. I begun sketching the bottle layout and then followed on with sketches for the front label designs for Fever-Tree. I stuck to the ideas that can visually be recognised as each of the African countries and also not so childish as the target audience are adults. Deveopments
Bottle Outline
Experiments & Deveopments
I am happy with my bottle layout outcome, I stuck to original bottle outline as my guideline. I also used the logo ep, that was provided for us to use to make it easier rather thn designing it from scratch. I like how it does not look too bland, i used gradient effects on illustrator to kind of bring out a bit shades and light as if t is see through.
Ghana
Experiments & Deveopments
By this point I was playing around on illustrator to see just to see what I can possibly come up with something better. I Decided not to follow the briefs whilsts expeimenting because it will restrict my ideas but will follow the guidelines when it comes to developing. I did not yet stick to the color system guidlines because wanted to do it when I had come when i go forward to my development. I really liked all the outcomes, as i loved the medical structure for quinine, it gives gravity to the rest of the deisgn and I find that black shape on Ghanian patterns really stands out. Although i like the designs.
Angola & Nigeria
Experiments & Deveopments
The design I least like is the first bottle as it seems to busy, not very impactive as the design i did for quinine structure on Ghana. So I decreased the the quirky shapes that supports the main texts and that lead to bland outcome. I stuck to my sketch plans of embracing tribal masks. My tribal design was inspired by an Angolan tribe called Yaka, it was photograph taken in 1951. I used the pen tool to for the
outline, mostly around the head but did my own little spin on to it. Nigeria design was influenced greatly by the Nigerian Flag and Adinkra cloths symbols. I used a symbol called “Kwatakye Atiko�, which means bravery and valor. Maybe removing a symbol or two may imrove the look. These outcome may be simple but it embraces the countries cultures.
Zambia
For Zambia initially experiemented with a lot of shapes that were used to produce patterns using the pen tool, I stuck to Zambia’s Flag colour which is Green, Red, Black and orange. Nothing was tsanding out for me, so I tried to make the shapes bigger this time and more direct than all over the place. Although I am happy with ladt outcome, I found it difficult to place the text “Tonic”, perfectly lines with the banner as it the texts have to have a strict rule for the spacing between each other, it was not easy.
Guidelines
These are the guidlines Fever-Tree provided the participants, it helps understand what is needed to be followed such as the spacing in the between the texts, the fonts used and the sizes. One thing that I think will be a challenge for me is the “E�, practise.
Back Labels
These are the back labels for the bottles, I decined four to go with the designs I have selected and want to further develop. I wanted it to resemble the front label so I made them have the same colours. The guidelines for the back labels advices us to stick to the same structure, so it was impossible for me to add the designs but even so I find that back label designs weigh in good with the designs.
Evaluation These are my final outcomes for my Fever-Tree limited edition bottles to engage customers and raise money for Malaria No More UK. The challenge was to choose one Region and pick four countries within that Region and I chose Africa, the countries were Ghana, Angola, Zambia and Nigeria. Each one influenced the limited edition bottle designs, as they had to have distintive look from the regions and countries. One in particular that I had fun making is the Ghanian bottle design because I think the qunine structure as an appraoch to portray the cinchona tree than the typical flowery, makes the work look more authentic. I made changes to each bottle because of the guidlines, I made sure the font and spaces were the one adviced and found a way for them to fit in a way it does not obstruct the designs. I modified Angola, Zambia and Nigeria’s designs as it was a lot of volume and it made the text less attractive. For Angola, I removed the Adinkra cloth symbols and changed the trible colours to blue and yellow because the black text will be seen. I am happy with the outcome because it does has more of an impact now.
For Nigeria, I also removed the Adinkra cloth symbols because although the symbols meant bravery and I added it because it was to depict our bravery agasint Malaria. I really enjoyed researching and designing for this competition, It is my first comepetition and I learned that research is really the most important step before designing.
http://www.fentimans.com/ Q Tonic, Page 13.
Bibliography About Quinine, Page 8. http://www.livescience.com/44821-what-is-quinine.html http://www.fever-tree.com/latest/feature/a-short-history-of-the-fever-tree About Qunine anti-malaria, Page 9. Cinchona Bark Image http://homeoresearch.blogspot.co.uk/2011/12/china-officinalis.html#gsc.tab=0 Anti-malaria properties, structures https://en.wikipedia.org/wiki/Quinine Fever-Tree Images, Page 10. http://www.packagingoftheworld.com/2015/08/fever-tree-redesign.html http://bpando.org/2015/06/17/packaging-fever-tree/ Fentimans&Bloom, Page 12. https://www.masterofmalt.com/gin/bloom-gin/
http://www.thekitchn.com/hot-trend-cool-drinks-artisana-120849 http://lovelypackage.com/q-tonic/ Vocation Brewery, Page 14. https://www.behance.net/gallery/25842045/Vocation-Brewery Nigeria map and ethnic groups, Page 16 Wikipedia Top places in Nigeria, Page 18. http://naijagists.com/top-10-most-beautiful-places-to-visit-in-nigeria/ Capoeria, Page 18. http://www.our-africa.org/angola/people-culture Zambia, Chewa people, Page 18. https://seadams1990.wordpress.com/2015/12/09/a-little-more-aboutzambia/ Tribal Masks Images, Page 21. https://uk.pinterest.com/ddanimal/masks-ii/ African Pattern Images, Page 22. https://uk.pinterest.com/search/pins/?q=african%20pattern&rs=typed&0=african%7Ctyped&1=pattern%7Ctyped