Direction Focus / Survey

Although there are many directions in which the brief could be taken, having a focus will allow for detailed research to be conducted and therefore producing a well a informed piece of design. In a discussion with peers, the favoured 'British moment' was the afternoon tea. This is something that was mentioned in the brief therefore there is a higher chance of other submissions being focused on this area. To produce something that is different for the competition brief, it would be more beneficial to select something that I have discovered through research or to take this moment in an alternative direction. To go for a less obvious quintessential moment would be a risk as it may not be recognised by Greenall's therefore they would be less likely to have an interest in the creative produced. On the other hand this could work to an advantage as it shows that I have produced something that they would have not previously considered.
Each of these directions have their pros and cons therefore further research is needed to inform the direction.

To reach out to the target audience that the creative will be designed for, I set up a survey to help with the direction process. The survey is aimed at those who drink gin which was made clear in the description to ensure that it was not answered by those who did not have an interest in the subject.

Questions & Responses:

Are you male or female?

Male - 6

Female - 15


How old are you?

18 - 24 - 2

25 - 35 - 0 

36 - 42 - 8

43 - 50 - 10

51 - 60 - 0

60 & over - 0



On what occasions do you drink gin?

Socialising with friends (at home) - 8

Socialising with friends (at a bar) - 8

Socialising (in general) - 9

Other (please specify) - 6
- At Christmas when we make our own slo gin
- It's an occasional drink


What would you say is the most recognised quintessential British moment?

Afternoon Tea - 18

Picnic - 2

Horse/Dog racing - 0

Country Shows - 1

Other - 0


Have you ever been involved in any of these occassions?

Yes - 21

No - 0


When buying gin from the shop, would you be attracted to a gin that came with 'something extra' over your usual choice? (e.g a recipe tag or limited edition packaging)

I don't buy gin - 6

Yes - 10

No - 5


If you answered yes to the last question, please specify what would attract you the most.

I answered no - 9

Limited edition packaging - 1

A recipe involving gin - 4

A coaster - 1

A gift - 2

Other (please specify) - 2
- Sold along with a good quality tonic water
- Exciting flavours to try


Although when advertising this survey to be answered, it was specified that it was aimed at those who drink or have an interest in gin, there were still responses from those who did not fit this criteria. However, this is beneficial for those questions where gin was not necessarily relevant. Using this method of research has also highlighted that a range of responses can be received as you are reaching out to a larger target audience than perhaps your peers. The responses have also helped in guiding the direction that the brief will be taken in. Although Afternoon Tea may be the most obvious choice for the creative resolution to the brief, it is the most recognised by the target audience which is an important aspect of the requirements set by Greenall's. The survey has also highlighted that the gin audience is more female than male. This is an aspect that will inform the design decisions made, as well as the overall appearance of the designs.