Final Design

As this brief required a personal response, requesting a drawing of something that helps you relax as an individual. I therefore chose to create a repeated pattern design, making up the shape of a Border Terrier face. The decision to complete this design was due to the feedback comments towards the uniqueness of an animal illustration, as well as it having a strong personal connection to myself. The pattern that makes up the face is reflected to creative a full face. As the design will be displayed on an A3 double page, the margin fold will be through the middle of the illustration. To accommodate this, there is minimal detail in the centre of the design, with the block shape of the nose being large enough to ensure that the least amount of detail would be lost in the design. Test prints of the design have been completed to ensure that this is the most appropriate layout of the design.

Illustration Design

The animal that was chosen to be used in the illustration was determined through personal experience as well as there being supporting research. 

The brief requires that the prints are made on A3 paper with a 3px brush size. These are requirements that have been met when completing the illustration. The brief also states that the book will be A4 therefore indicating that the A3 print will be folded in half. This means that the pattern either needs to be across the full page or with a margin gap so that the least amount of detail is lost within the margin fold. 

Reflecting back on the Adult Colouring book research, many of the patterns are repeated to fill the page. Repetition is also something that is known to relax and individual due to the repetitive motion/appearance. 

Through discussions with peers, the singular design was favourited due to this being the design that allowed the full details of the illustration to come through. Although the reasons for repeating the illustration design were described as being 'strong' and 'relevant', it was also said that the 'impact of the illustration is lost through the overcrowding of the page and the mass of detail'. This led to the reconsideration to which design would be submitted. The designs were also printed on A3 to demonstrate how they would work with being folded down the centre. As the repeated patterns do not cross the centre margin line, the only issue raised was with the centred design. However, due to the design having minimal detail in the centre, this was not a justified issue. 

Feedback on Ideas

After generating a range of ideas and different ways in which each could be approach, a feedback discussion was had with a group of peers. Prior to the feedback session, I began sketching some different designs to show visuals of the type of style that the line drawings would be drawn in.

In the feedback group I explained that I thought the under the sea theme was the strongest due to the aesthetics of a repeated pattern as well as it being gender neutral. However, many of the comments made were negative towards this design; 'I wouldn't think to relate an underwater scene with relaxing' and 'The design needs more detail so that it is clear as to what the scene is' are two comments that stood out in the discussion. Although the first is a personal opinion, it is a valid comment to make. As it is a more ambiguous response, there may be less submissions that focus on this subject therefore developing this idea further may be beneficial to the response. On the other hand, as there is a limit to the time spent on this brief through self inflicted deadlines, another design approach may be more successful rather than focusing on a subject where my drawing strengths lack.

In terms of an alternative design approach, one idea that received more positive comments and interest was the idea of creating an animal shape out of a pattern design. This idea was influenced through the drawings in the Enchanted Forest adult colouring book, as well as through my own interest in animals. This approach was described as being 'unique' and would 'benefit my illustrative practise more than other ideas' as it would allow me to experiment with my own freehand style. On the other hand, it was also said that this may be an obvious response to the brief and it is therefore important that a personal approach is taken in creating the line drawing. 

Initial Ideas

After exploring the current styles that are used in adult colouring books and referring back to the brief, the following notes were made. As the brief asks for a 'create a visual representation of something that helps you feel calm and relaxed,' this is what the mind map focuses on, as well as working through a range of outcome that could be made in response to the action/experience/behaviour.

Adult Colouring Book - Research

Looking more specifically at a floral design pattern and how this can be made more unique led me to the colouring book  Enchanted Forest. The below images are examples of the line drawings that are present in this adult colour book. The use of the plant line drawings form the shape of the animals with only certain features of the animal (such as the ears, eyes and legs) being more of a simple outline. This is an interesting way to bring in an illustrative botanical style but with still relating to the brief. 

Relaxing

How each individual relaxes is unique to them. Some of the most common activities are:

- Doing hobbies that you enjoy(e.g. sport or craft)
- Yoga/meditation
- Cleaning
- Spending time with your friends/family

One of the more surprising activities is spending time with your pet. This is a natural activity to do if you own a pet and therefore are not fully aware of the benefits that it can have to your mood. In a study conducted by the food makers Winalot, 55% of dog owners felt more relaxed after spending time with their dog, 44% were more optimistic and another 44% were less worried about everyday problems. Many individuals also associate happy memories and feelings with their pets. 

Adult Colouring Book - Research

The adult colouring book style is something that I am familiar with through my own colouring book interests. Being aware of the existing styles that are currently very popular in this field will allow for a more unique approach to be determined. 

From analysing the images below, it is clear that a woodland/outdoor theme is popular and often features in many of the adult colouring books that are on the market today. Although being in the outdoors is an experience that could be identified as calming and relaxing, there is more likely to be many more submissions to the competition featuring this type of design. 

A more unique style is a floral repeated pattern. Although this can be said to be more feminine, the floral prints are less commonly seen in colouring books. This is a route that I would like to explore further in terms of the different variations that could be produced in this style. 

PAPYRUS Brief Interpretation

The brief is explicit in determining the outcome that is required 'an adult colouring book style line drawing' that is a 'visual representation of something that helps you feel calm and relaxed'. This is a brief that provides the opportunity to explore my current illustrative style in an abstract or literal way. 

As this is a smaller brief with a structure to the outcome, a smaller time scale can be set for completing an outcome to submit to The Art of a Peaceful Mind. The aim is to research and complete this brief within a one to two day period. This allows for sufficient time for various outcomes to be explored and then develop a final design. 

Social Media

To demonstrate the social media side of the campaign, mock ups have been presented with the photographs that were taken in the organised shoot. In the submission, this demonstrates the direction that the concept can be taken in and shows the concept works on a range of different platforms. The campaign considerations have been made to strengthen the submission as well as to provide a more rounded campaign rather than just submitting what is required.

Andy Burrill inspired

The work of Andy Burrill is bold and strong in communicating a message through strong colour choices and bold sans serif text. These are traits that were suggested to experiment with for the main body of text on the designs. 

Through experimentation, the same traits of Burrill's work have been transferred to the text on the front of the bottle tags. 

Bold:

Semi Bold:

Using the same font in bold gives the text more definition on the tag. Using the bold font style also makes the text more eye catching and therefore the audience are more likely to see the tag when viewing the different gin bottles available to sale. Although using a bold font style adds positives to the design, the thickness of the stroke size of the individual letters gives the tag a cluttered appearance and takes the focus away from the Union Jack. Using semi bold overcomes this issue and creates an even balance between the type and background.
An anomaly with the designs is in the name 'The Queen's Tipple' as this falls on a three line length format. Removing the 'The' from the name makes the text even more impactful, however then makes a variation to the name that Greenall's have given the cocktail. As the amount of wording on the tag is limited this may not be an issue. 

The same font style has also been applied to the poster designs. On showing these designs to a group of peers it was mentioned as to whether the size of the 'S' should be changes. In the Greenall's logo the 'S' is of a smaller font size, being placed to the same height as the other letters but the baseline is different.

Through experimenting with this, the same bold impactfulness of the text is slightly lost through having a smaller 'S'. This therefore demonstrates that this is not an aspect of the design that will be changed. To create a consistency throughout the designs, using the semi bold font style on both creative collaterals is important.

Photography Shoot

Following the plan and using the mood board as reference, the following photographs were taken. There were many experiments with the layout of the objects to determine the most appropriate for the social media posts, as well as to provide a range of layout styles that could be used. The images have been made adjusted to fit the size of an instagram picture. This is due to Greenall's having an important online presence and therefore having images that are ready to post quickly and efficiently is important in the launch of the campaign. 

Feedback - Tag Designs

From the feedback received the tags were then printed to gain feedback on the printed version, rather than always looking at the designs on screen. One of the comments made was that the Union Jack did not appear the same as it does on the other Greenall's branding. Although this shows an alternative way that the flag can be shown, it was said to look more representative with the inclusion of the middle line. This is an element that has now been included in the design. Another comment was that the text on the front of the tag is not impactful enough compared to the background. It was suggested to look at the work of Andy Burrill and to see whether the same impact could be made to the text on the front of the tag. This is a suggestion that requires experimentation to determine whether it is appropriate to the design. 

Inclusion of full Union Jack flag:

Photography Shoot - Plan

It has been decided that rather than just creating the campaign through words, it would be more beneficial to the competition to see this visually. To do this, photographs are going to be taken of a set up tea party. These photographs will be taken by second year photography student, Hilda Quick. The plan for the shoot is to arrange a tea party set up with a white background. The white background will ensure that a clean photograph is taken as well as having a more advertising appearance. It will keep the photography simple and a clear focus on the items rather than the context. This is important as the items hold the focus of the idea behind the advertising imager. These images will then be proposed to be posted to the Greenall's Gin instagram, promoting the 'Get together with Greenall's' campaign and to encourage their audience to join in with the tea party. 

Photoshoot plan:

Adjustments - Tag Designs - Feedback

Following on from the feedback session, adjustments were made to the tag designs. One of the main comments that stood out was the suggestion of introducing an element of illustration to the designs, other than using a pattern within the flag. The chosen illustrations are of an ingredient in the cocktail recipe for each individual card. The positioning of the hole for the tag was also mentioned. Although this hole is typically known to be at the top of the tag, it has been placed to the left hand side so that it does not misalign the text. As well as this, it allows the main position of the Greenall's logo to remain. Experimentation with this positioning was carried out prior to the feedback and through discussions throughout this experimentation process, the current displayed position was said to be the most appropriate to the design. 

In the image there are two backs to the tag presented. Within a feedback discussion with peers it was a mixed response to which design is most suitable. Having the Union Jack on the back has been described as creating a consistency throughout the whole print campaign materials. It has also been said that the white background is more appropriate as it makes the text clearer to read. As these comments were made from viewing the designs on screen, the next stage is to print the designs and determine through feedback and self analysis which is the most appropriate. 

Other feedback comments:

- Having the union jack on the back adds that burst of colour that appears consistently throughout your designs, makes text slightly difficult to read

- I like the flag being on the front and back as this creates consistency although i'm not sure it works with the text - reduces readability

- The illustrations are a great touch to the designs - a much more appropriate choice than the previous handwritten messages

- The layout of the text on the front of the design is very clear and eye catching

- Text is straight to the point, demonstrates the professionalism of the company. The hashtag adds an element of fun

- Not sure how the union jack will look against the same design on the bottle, might be too much? - This is an important comment to highlight as it is a consideration that has been taken within the design process. However, after purchasing a bottle of The Original Greenall's Gin, there is a lot of negative space that is created around the design. Therefore in theory this should not be an issue but it something that will be tested when the tags are printed. 

- Illustrations and personality to the designs and from knowing your work can clearly identify that you have produced them yourself  - This is another important comment to analyse. The main aim for completing this brief was to insure that my illustration style would be used appropriately in the designs. This comment demonstrates that this aim has been successfully filled. It is also important to ensure that the illustrations are appropriate to the company and the designs which through experimentation and adjustments, it has been shown that they are. 

- The text is most clearly read on the tag with the white background

The next stage is to print the tags and gain further feedback. This is a process that I have learnt from in previous briefs where changes of the type size and colours used have needed to be changed after viewing the printed design. This is due to things looking different on screen to what they do when printed. 

Poster Designs

From the feedback comments, the simple union jack design was preferred. From looking back at the guidelines set in the brief, it is written that the brand use white and silver as secondary colours throughout communication. To ensure that the creative produced meets their brand guidelines and that it appears as something that has been designed with these taken into consideration, the following design was produced. 

Adding the #172f28 Pantone colour to the background gives the poster depth and therefore stands out more. To show variation, colour swatches have also been taken from the Wild Berry Gin to provide the colour tones used for an alternative poster. Although the typical colours of the company are #172f28 and #62a60a, demonstrating a variation is important to demonstrate the considerations made. Using colours that represent the company is essential as the advertising posters will be viewed in a range of different environments. Due to the dark background colour, it was more appropriate to use white text so that it stands out clearly and has a higher legibility than if it were to be a darker colour. As well as changing the colour of the text to fit with the brand, colour adjustments were also made to the logo, changing the colour of the crest to white. This ensures that it stands out against the Pantone greens. 

Feedback - Tag designs

The below designs were also shown to the discussion group including members of the target audience.

Self Analysis

- The 80% opacity Union Jack creates definition in the design and relates to the way that the flag is presented on the gin bottle. This link is important as it will be displayed alongside each other.

- The black text clashes with the Pantone green used in the logo, this is something to experiment more with; change the background colour, change the colour of the text so that it is consistent with the Greenall's logo 

1. Which flag design is the most visually pleasing; block colour or with a 80% opacity?

- The block colour adds definition to the tag

- Block colour allows text to stand out clearly

- The change in opacity shows the three different lines in the Union Jack, this is also the same type of effect that is used on the Greenall's bottle

- There is more of a link to the brand with the second design (80% opacity)

- The opacity Union Jack attracts my eye  more as there is some definition to the flag shape

2. Do you prefer the handwritten message on the back of the tag or the illustration of one of the ingredients?

- The handwritten effect adds personality to the design. It feels as though the company are really trying to connect with their audience

- The illustration is more appropriate to the design as it relates to the content - it also adds just the right amount of informality/fun to the design

- The berries; they appeal to the wider audience where as the handwritten message may not

Feedback - Poster Designs

- Union Jack with illustration of the botanical ingredients of the gin

- Union Jack with illustration of some of the ingredients in one of the gin cocktails

- Different tone of voice, more lighthearted and casual

The three above poster designs were presented to a crit group including members of the target audience. These are individuals who have been identified for their interest in gin and not specifically to the brand. This was important as the print campaign would not only be aimed at their existing audience, but to a wider audience of gin drinkers in general. 

Questions:

1. Which design do you prefer in terms of the text on the poster?

- The 'Cheers!' design is very informal and fun, it's eye catching and somewhat appropriate to the personality of gin drinkers. Although, it does not demonstrate the campaign that you are proposing and therefore I wouldn't fully understand what is going on if I were to see this poster 

- 'Get together with greenall's' is a more serious tone that 'Cheers' although still has an element of informality. It also clearly demonstrates your campaign and links well with the hashtag

- 'Get together with greenall's' sounds more inviting. It makes me think of being around friends and drinking gin! - This is a comment that was made by numerous members of the discussion group and is what the overall aim of the campaign is

- The overall design of the poster works better with the first set of text. Although the 'cheers' is fun and playful, it isn't enticing enough to make me want to look further into the company

From the comments it would be appropriate to conclude that 'GET TOGETHER WITH GREENALL'S' is the more appropriate choice of wording to advertise the campaign. This is due to it clearly demonstrating the campaign and being bold enough to catch the audience's attention and intrigue them into looking into the campaign further.  

2. Which design do you prefer in terms of the pattern design; the lemon/berries or the botanical ingredients?

- I would describe the berry design as being cute and more feminine but it appeals to me!

- The botanical illustrations is more appropriate to the design as it relates more to Greenall's rather than the cocktails

- I wouldn't have known that they were an illustration of the ingredients of the gin, but you could advertise this in some way which would then strengthen the design

- The botanical design is more gender neutral therefore appeals to the wider target audience; the berries are more feminine

- As a male drinker of gin, the botanicals are more appealing but not sure that they add anything to the design

3. Do you think that the pattern design works or is the Union Jack enough?

- The pattern adds creativity to the designs but the design looks more professional without

- I think that there is too much going on with the pattern as well as the Union Jack - perhaps lowering the opacity of the pattern may make it less imposing

- I like the pattern but it is too feminine and creates a distraction when trying to read the text

- The Union Jack design looks very professional and I instantly know that it is something produced by/for Greenall's

From the feedback comments it is easy to conclude that the pattern design is not something that appeal to the target audience. Although the design was liked, it was described as being a distraction when trying to read the text. As a piece of advertising, this would make it unsuccessful as the audience would not want to read or interact with the poster.

Illustration Patterns

Using the illustrations of the botanical ingredients used as the ingredients for the gin, a pattern was created which was then transferred to work with the Union Jack flag. Experimentation with the pattern was important at this stage as it was essential to continue with a pattern that worked with the shape of the flag. Through self analysis of the designs and from feedback comments from peers, it has been determined that the second image is the most visually appealing. This is due to the thinner stroke of the shapes, as well as the overall pattern design working more effectively with the shape of the Union Jack. 

The ingredients

Another aspect of the brief that has been highlighted as important is that Greenall's wish to communicate the recipe that they have developed over 250 years and that it is 'still as relevant and popular today'. An idea of how this could be brought into the creative is to illustrate the ingredients involved in the distillery process. 

The ingredients that make up Greenall's The Original are; Water, Botanicals and Spirit. These are ingredients found on the 'Our Distillery' page of the Greenall's website. More specifically, the four botanical ingredients are; Juniper, Angelica, Lemon and Coriander seeds. Including illustrations of these ingredients is an direction that requires further development and to see the visual of whether it is appropriate to the audience. 

Social Media

As part of the developed concept, linking the creative to a social media campaign brings together the British heritage that the brand wishes to include as well as attracting their millennial target audience. Rather than just presenting this in the submission, mock up ideas have been sketched as the basis of demonstrating how this could be shown through imagery. Through researching answering competition briefs, it has been evident that the most successful submissions are those who consider how the concept could be applied further. 

Digital Designs

Through the development of the concept and the overall theme of the creative, adjustments have been made to the designs. These adjustments involve the change of the main text on the posters, an overall adjustment to the illustration designs, as well as including a hashtag that then will lead on to relate to the social media campaign. 

These designs are initial experimentations of the developed direction of the creative. Incorporating the Union Jack was a highlighted suggestion from the brief. Although this may be seen in numerous submissions, adding a pattern design to poster design would set this apart from other submissions. The text positioning on the poster has been inspired from the 'Keep Calm and Carry On' prints. This reflects the britishness of the company and that they are proud to show off their heritage. Transferring this layout to the tags was less successful. The above images demonstrate in brief, the experimentation of the text layout. Due to the word length of the cocktail names, the positioning of the text is more appropriate and visually appealing when displayed over two lines. 'Wild Berry' is in a smaller type size due to it being the name of the gin in the cocktail rather than the cocktail name. This would alter depending on the recipe. To determine whether these designs are visually appealing to the audience, feedback will be gained. 

Get Together With Greenall's

'Get Together With Greenall's' is the proposed campaign that links the creative designs together. Introducing a campaign to the designs gives the creative a purpose - to advertise the 'Greenall's Tea Party' to their existing audience and to a wider audience of gin drinkers. In the brief it clearly explains that they want the creative to link to a  a quintessential british moment that has Greenall's at the heart. This campaign is a clear demonstration of that as it is playing off the quintessential british moment of afternoon tea and a tea party. These events both involve socialising and having a good time with friends which is one of the ways in which their audience are described. 

The campaign will be advertised using posters and bottle tags that will all feature the hashtag #greenallsteaparty. To launch and promote the campaign, images will posted to Greenall's social media profiles. An example of this will be mocked up and submitted to the competition. It is important to ensure that the first image clearly advertises the campaign and how the audience can interact with the product/creative. This could be done through the sharing of images of social events or the cocktails that they have made from the recipe tags. To strengthen the images posted to social media, the mock-up images will be of an organised tea party that will be a demonstration to the audience of what they can organise themselves. 

To ensure that the other requirements of the brief are met, the highlighted sections will be continuously be referred back to to ensure that a strong campaign is proposed and designs as a solution to the brief. 

Sketches/Mind Map

To work through how adding a social media campaign element to the creative, a range of designs were sketched/planned out. From this help was gained through further discussions with peers to identify the most appropriate tone of voice for the text. 

Main poster text ideas:

Originally this began with Afternoon Tea, brought to you by Greenall's. It was decided that this sentence is too 'wordy' and needs to be more catchy and straight to the point. From this the following slogans were suggested:

- Get together with Greenall's

- Gather together with Greenall's

- Cheers to that

- Grab your squad, grab your Greenall's

Each of the slogans relate to their millennial target audience through the light hearted and fun tone of voice. Through the continuation of the discussion it was decided that 'Get together with Greenall's' would be the most appropriate form of text to use for the poster designs. This short yet informative piece of text advertises to the audience that they should hold a creative event with the Greenall's product. It would also relate to a more varied audience more so than some of the other suggests.


The social media hashtag:

- #greenallsafternoontea

- #greenallsteaparty

- #shareyourgreenalls

In a discussion based on the social media hashtags, it was mentioned that changing the wording to focus round a 'tea party' rather than 'afternoon tea' would be more appropriate to the younger target audience. This is due to the connotations that surround an afternoon tea, such as the event mainly involving the formal consumption of tea. On the other hand, a 'tea party' suggests a informal social atmosphere were a group of friend are enjoying each others company. This therefore indicates that Greenall's would be better associated to the spin off afternoon tea event, in the form of a tea party. 

As highlighted, the brand would like the Union Jack to be involved in the designs. From this the initial sketches work around the inclusion of the flag. To develop from this, alternative ways of including the Union Jack have been sketched. These designs were influenced through the following designs:

This first design includes the illustration piece by Hatty Newman. This is a creative who I have recently been intorudced to through the Nicer Tuesday videos on It's Nice That. Hatty produces the illustrations using paper, which are then photographed in such a way that they appear flat. This has informed the idea that bunting made with the Union Jack design could be photographed in a similar way and then be used as the focus of the poster designs. This design could also be transferred to the tags. 

Following on from the concept of photographing Union Jack bunting (mentioned in a feedback discussion as being a common thought when thinking of 'all things British) I was then led to consider a way in which this could be presented in a 'creative' yet 'disruptive' way. These are words that have been taken from the brief when describing the inclusion of the Union Jack.  There are many connotations that could be taken from the word 'disruptive'. The obvious response to this being 'to cause mayhem' and therefore could provide a design that does not flow/is visually unappealing. The more ambiguous response is to consider how the design can work with the other content and be disruptive in a creative way. An example of how this would work is displayed through the above images. The photographed flowers are disruptive in terms of the text having to work round/through the text and in some times hiding certain sections of a letter. 

Typeface Research

To explore how their heritage and celebration of being british could be explored through the design, I have looked into typefaces that are typically british. Through reading the Classic English Fonts article on classicenglishstyle.com certain typefaces have been highlighted as being typefaces that are known to be british. The only appropriate typeface identified is Gill Sans. The other typical typefaces were those used for street signs and The Underground. These typefaces would not be appropriate as they are identified with such big commissions. The style is also not appropriate to use for a Gin brand. 

http://www.classicenglishstyle.com/classic-english-fonts/


Gill Sans 

- often identified as the font used by London Underground

- created in 1926

- used in the 'Keep Calm and Carry On' posters

Direction Focus

Going back through the brief I have highlighted certain aspects that are mentioned as being important to include in the designs or what the creative should communicate: 

These are elements that need to be included into the design to ensure that the response is fully answering the brief. Certain aspects such as 'Greenall's The Original is 100% ownable as we were the first British gin distillery and we want to communicate this more to consumers' are a suggestion as to content that could be included in the creative. Another examples such as including the Union Jack Flag is an aspect to the design that they would like to be integrated in an 'engaging, creative and disruptive way'. 

In terms of breaking this down, the aspect of communicating their authenticity and Britishness is portrayed through the use of the Union Jack Flag. However as well as including this element of heritage in the creative, the designs also need to appeal to their target audience of 'millennials' who enjoy 'having a good time socialising with their friends' all based around the quintessential British moment of afternoon tea. Through discussions with peers and tutors the concern of how these two very different links could be made. Furthermore, in the previous feedback discussion it was said that there needed to be more of a focus behind the concept. Bringing these two concerns togethers led to the idea that the link between these two aspects could be joined through the introduction of a social media campaign. This campaign would be advertised through the tags and posters and therefore would stem further through social media such as Instagram, Twitter and Facebook. 

Adding a social media element to the creative designs demonstrates how the concept can be taken further. This aspect relates to the target audience as they are the most active age range audience of social media.