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.