Feedback

Before attending the feedback session, I set a number of questions to be answered so that there would be a structure to the discussion.


Is adding a charity to the concept appropriate? Why? Which charity?

- relating the creative to a charity would make your work stand out against other submissions in the competition

- Relating a charity to the creative adds a sense of seriousness to the designs

Through a discussion over this topic there were various comments, each contradicting each other in terms of whether relating the creative to a charity is appropriate. Both the idea of linking Breast Cancer research and the Racehorse sanctuary were discussed. Although there were comments that supported these links, the decision has been made to not include a link to a charitable organisation. Through rereading the brief there is a large emphasis on the Britishness of Greenall's as well as the fact that they were the first british distillery. This is an aspect that requires more attention through the design, as well as introducing a new audience to think of Greenall's in a social environment/situation. 



Do you have any suggestions on how the designs could be made more gender neutral?

- Colour

- Shape of the tag

- Tone of voice

- The use of the Greenall's flag



Overall comments:

On a whole, it was discussed that the designs are only the start of where the response could go. It was determined that there needs to be a more focused problem that the creative is answering. This is due to the content needing to achieve something for the brand. This solution also needs to involve their relationship with being their heritage and how their 250 recipe is still relevant and popular today. This could be explored through illustrating the ingredients in the gin recipe, as well as exploring other ways in which attracting their millennial target audience. 

Another aspect that was mentioned was whether Afternoon Tea is the strongest british event to base the creative around. Due to research on the company I was able to provide some background information in the discussion. In particular, the fact that Greenall's are a number of The Jockey Club was mentioned. This led to the discussion of whether relating the creative to horse racing would be more appropriate. However, I have previously highlighted that this would be an obvious response in completing the brief as this is an even that the brand are already associated with. Creating a piece of design that supported horseracing would also go against my own ethics and beliefs therefore is not something that I wish to do.