Greenall's Gin - Brief Breakdown

The Brief

- 'Design a piece of creative that brings to life a classic British moment in a contemporary way'  - this indicates that there is no defined resolution that Greenall's are looking for which would allow me to work towards a resolution that is suitable for my practise 

- 'We would like you to choose quintessential British moments that have lasted

through time and are still relevant today, and bring this to life in a contemporary way through a piece of creative that has Greenall’s at its heart.'

- Open to any medium - print, photography, video, graphic design, animation, illustration, etc. 'Your creative could be applied across any channel. It might feature on a piece of limited edition marketing collateral, such as a coaster, a postcard, a gift with purchase or a neck tag. Or it might be shared as part of our Facebook strategy to recruit new consumers into Greenall’s or engage with our existing fans. Or it might constitute a poster campaign.'

- Greenall's consider their green interpretation of the Union Jack flag as a epitome of their Britishness. They describe the flag as bringing 'vibrancy and fun to the party' and that it 'amplifies the good times. It brings to life our inviting tone of voice'. As it is something unique to the brand they are 'keen for this to be integrated in an engaging, creative and disruptive way' within the response to the brief

- The Greenall's crest represents their heritage, authenticity and over 250 years or stories as Britain's oldest gin distillery

- 'Our Greenall's dark green is our key brand colour and our lighter green Pantone brings to life the vibrancy of the social occasions that Greenall's is at the heart of. White and silver are also secondary colours that we use throughout communication.'

- Target audience; millennials who are looking for authentic, British brands with real heritage and stories to be part of their everyday life. 'Having a

good time socialising with their friends is important to our target audience and

gin is firmly on their radar and at the heart of their drinking occasions, although

they don’t have any particular loyalty to any specific brand.'

Mandatories

- The Greenall's The Original logo, must feature on all designs

- The creative must adhere to the responsible drinking guidelines

Background Information, Greenall's

- Oldest gin distillery (1791)

- One of the world's most awarded gins

- Proud of their british routes and authenticity 

- 'We embody the classic British sense of humour: the perfect balance of being down to earth with a touch of irony. We’re inviting and open-minded — we want to welcome people into our fun and spirited world of gin.' 

- The Original, Wild Berry, Sloe, 5 premixed cans