OUGD503 - Responsive - YCN: Greenall's Gin - Evidence of Submission

OUGD503 - Responsive - YCN: Greenall's Gin - Competition Submission Boards

https://issuu.com/stephenjdale/docs/stephen_dale_greenalls

OUGD503 - Responsive - YCN: Greenall's Gin - Greenall's Street Party Collection

The Street Party pack brings together a range of items with Greenall’s at their very heart. From the Original London Dry Gin itself - to the personalised bunting and recipe cards, this campaign embodies and signifies what it means to be truly unapologetically British. Each item is instilled with the heritage of the Brand, as well as the British customs it has seen and been a part of creating.

Greenall’s green interpretation of the Union Jack  flag is the creative epitome of their Britishness, providing instant recognition to consumers as a part of the brand’s core identity. Iterations of this have been created and featured on the Limited Edition packaging and bunting to bring vibrancy to the campaign.

The Greenall’s crest, being the embodiment of their brand heritage, authenticity and over 250 years of stories as Britain’s oldest gin distillery, is featured on all campaign items/products. This provides reassurance to consumers of the Brand’s smooth taste credentials and superior quality.

Greenall’s dark green is their key brand colour alongside lighter green Pantone which brings to life the vibrancy of the social occasions that Greenall’s is at the heart of, with white as a secondary colour - The Street Party campaign creatively makes use of each of these colours to create a new, exciting and vibrant campaign that is still recognisable as authentic Greenall’s.

As a mandatory requirement of the brief, the Greenall’s Original London Dry Gin logo features on all campaign items. This additionally ensures each and every product is recognised as being part of the Greenall’s brand, which is important considering the introduction of new designs.

Founded in 1761 by Thomas Dakin, Greenall’s gin has been at the forefront of British gin for gin lovers through the centuries.158 years later, 1919 saw the Nation come together in celebration of the signing of the Treaty of Versailles. It was here that the Street Party became a tradition that would become a staple of British culture. 

With this campaign, Greenall’s invites the Great British public to share in their celebration of British heritage, pride and their 100% ownable Original London Dry Gin by throwing their own Greenall’s Street Party. Each and every item within the campaign has been created with complete consideration of not only the brand’s history and heritage, but also its ambitions and motives for the future and target. 

The campaign provides millennials with a new means of celebration and social occasion through contemporary, vibrant and bold designs that also capture the essence of the Greenall’s brand - which is to provide products that can be at the heart of good times and social, responsible drinking occasions. 

OUGD503 - Responsive - YCN: Greenall's Gin - Production - Street Party Pack Box

All items featured within the Greenall’s Street Party campaign would be available to buy as a pack - to allow for the brand to be at the heart of the celebrations it inspires - though the Greenall’s Original London Dry Gin in Limited Edition packaging is the lead campaign product and would therefore be sold separately for the duration of the campaign. 

The box features Alice’s street party-scene illustration across each side as the staple visual of the campaign, while the top simply bears the Greenall’s crest and single juniper berry botanical illustration to encapsulate the identity of the campaign. Inside is a bright tone of green in contrast to the limited colour exterior.

A band bearing the Greenall’s Original London Dry Gin logo surrounds the box and sits beneath the Greenall’s crest - providing the pack with brand familiarity due to its part as the core Greenall’s identity while ensuring the heritage of the brand is clear. In contrast to the box design itself, the band also supplies a strip of surrounding Greenall’s colours that contrast the contemporary monochrome illustrations that feature on each side of the box. 

Additional Party Pack Pieces

In addition to the other pieces that are a part of the Greenall’s Street Party pack, further items could be introduced such as paper plates, cups and napkins bearing the brand’s core visual aids depending on success and/or demand of the campaign following introduction to market. 

OUGD503 - Responsive - YCN: Greenall's Gin - Production - Bunting

If there is one thing that truly makes a street party - its bunting. Even before the first recorded street party in 1919, Britain had a long held history of residents dressing streets for national occasions, using flags, garlanded material, and later bunting - the staple decoration of street parties made of strings of triangular pennants.With this Greenall’s personalised bunting, the truly authentic contexts of both Greenall’s and the British Street party are clearly celebrated.

Initial bunting designs explore a series of iterations of Greenall’s key brand visual: the green interpretation of the Union Jack, providing consumers with visual familiarity through colour and concept.

When taken to critique, all those involved noted that they felt the lighter bunting design with white ground beneath the green union jack was the most favourable design - light and bright for the summer   street party season. Feature of the brand’s logo and crest ensures parties making use of the street decoration are is instilled by the heritage and history of Greenall’s.

In addition to the original bunting design is an additional design, this being a triangular crop of Alice's street party illustration - this being the staple visual of the campaign and representation of campaign intentions. The Street Party scene illustration is the visual embodiment of this Greenall's initiative, and through its feature brings cohesion across other campaign products via consistency of visual presentation.

OUGD503 - Responsive - YCN: Greenall's Gin - Recipe Cards

A key part of the Great British Street party is the unity of community that it inspires - most typically manifested through the making of produce to serve and share at the event. 

The Greenall’s recipe cards feature the brand’s key colour scheme and visual details shown on the limited edition packaging to maintain campaign cohesion. The featuring of Alice’s botanical illustrations provide relevant visual representation for the recipe cards as of their context in regard to showing the ingredient of gin. It serves as a motif for further ingredients and inspires the natural methodology of baking by hand as opposed to shop bought produce.

Also featured on three of the cards are Alice’s cocktail illustrations featuring a free flow of watercolour, demonstrating the fresh vibrant flavours found in Greenall’s cocktails.

Alice’s Street Party Scene illustration here shows an ideal vision of what the recipes can be a part of if made.

The recipes included in the Greenall’s Street Party Pack have been chosen as quintessentially British with a Greenall’s twist.

The set of 6 includes 3 easy-bakes: 

Gin and Lemon Drizzle Cake

Although the exact origins of the Lemon Drizzle are unknown, the cake is said to be derived from the pound cake, which was first baked in England around 1700. A pound of each ingredient was used to make a simple, heavy cake to feed large groups of people - perfect for street street parties.

Gin and Tonic Cheesecake

While many cakes have a long history dating back to ancient Greece and Rome, where flat heavy 'cakes' were sacrificed to gods, the earliest documentation of a cheesecake most similar to that we know today is found in 'Forme of Cury' - an English cookbook from 1390. On this basis chef Heston Blumenthal has argued that cheesecake is an English invention.

Gin and Lime Jelly

Gelatin desserts, referred to as jelly in Britain, are desserts made with sweetened and flavored gelatin. This kind of dessert is first recorded by Hannah Glasse in her 18th century book The Art of Cookery, of which was a best seller for a century after its first publication. The book is considered as by far the most popular cookbook in eighteenth-century Britain.

And 3 Greenall’s original cocktails:

The classic G&T, a Mojito and a Basil Smash.

The notion of baking with Greenall’s gin presented in the recipe cards is sure to capture the mind’s of British millennials looking for new ways to make memories - with Greenall’s at the heart of their endeavours (as desired by the brand). Each recipe featured on the cards has firm British origins, reinforcing the quintessentially British heritage of Greenall's.

Printed on 300gsm bright white satin stock for a sleek, contemporary finish that is wipeable - providing functional cards less prone to damage when surrounded by ingredients.

OUGD503 - Responsive - YCN: Greenall's Gin - Limited Edition Bottle Label

Printed on self-adhesive transparent acetate, the limited edition bottle label bears a simplified variation of the box design for consistency within the street party campaign materials. The transparency of the label featuring Alice’s street party illustration and botanical

flourishes creates a clean, contemporary and pure aesthetic due to the clear gin inside. The label additionally features the other most important features of the box design, including the brand logo and crest of heritage.

OUGD503 - Responsive - YCN: Greenall's Gin - Production - Limited Edition Bottle Box

In celebration of Greenall’s coming together with the street party to communicate an authentic ideal of British heritage, the Limited Edition packaging brings together the familiarity of the Greenall’s visual language through colour and identity with Alice’s street party scene illustration to enhance the individuality of the packaging and communicate a new limited-time concept for the Nation to get 

involved in.

The packing uses Greenall’s dark green and lighter green Pantone colour to ensure familiarity of the brand is not jeopardised. This, in addition to Alice’s minimalistic line drawing creates a light, contemporary design perfect for the summer - when street parties are primarily held.

The new box design uses both Greenall’s typeface Futura and a script typeface to maintain visual cohesion with the brand’s existing identity. It also features an iteration of Greenall’s green

interpretation of the Union Jack - the creative epitome of the brand’s Britishness - and Alice’s

botanical illustrations for additional context.

Further features of the packaging include light green foiling, used on both Greenall’s crest and the ‘Limited Edition’ detailing to ensure the brand‘s heritage, authenticity and superior quality is clearly communicated to consumers.

The box has been printed on 300gsm bright white satin stock for a strong form and sleek finish that appears vibrant and contemporary - in keeping with the Greenall’s brand ambitions to appeal to target millennials.

OUGD503 - Responsive - YCN: Greenall's Gin - Alice's Illustrations

The following illustrations have been created by my collaborative partner Alice. Street parties are a great part of British culture and provide opportunity for communities to come together to celebrate national occasions.

As Street Parties are our chosen theme, we want to create an atmosphere of joy and celebration through communities. Alice's illustration features characters young and old to show the unity street parties bring. It consists of a limited colour scheme, emphasising the detail of the line work, and gives a nod to our personalised Greenall’s bunting which draws the composition together. The combination of line illustration, characters and colours bears an appropriate blend of traditional Greenall’s with a contemporary edge that has the potential to successfully capture millennials and beyond.

In addition to the main Street Party scene illustration, Alice produced botanical drawings following research into Gin and it’s ingredients - such as juniper berries. These hand rendered botanical features embrace the purity of the gin as well as accentuating the nature of street parties and the delicate craft of distilling. The traditional style of illustration aptly connotes the ‘Quintessentially British’ visual language of Greenall’s as a brand. 

Continuing in the same illustrative style of line work and limited colour, Alice also created Cocktail illustrations featuring a free flow of watercolour, demonstrating the fresh fruity tastes found in Greenall’s cocktails, alongside fine black outlining.

These illustrations also pick up on trends within the realm of cocktails and quintessentially British custom by featuring drinks within jam-jar glasses. 

With these illustrations I can begin to design the elements to be featured in the Greenall's Street Party Pack.

OUGD503 - Responsive - YCN: Greenall's Gin - Rationale & Critique

Rationale

The street party undeniably comes within the realms of Greenall’s call for a ‘quintessentially British moment’ having endured its presence within British culture for nearly a century. The notion in itself reflects the Greenall’s brand and it’s desires to inspire fun, social events and celebration of British heritage.

Critique 

Following additional research in to street parties and confirming the idea through a short rationale, Alice and I took the idea to a feedback discussion to ensure the idea was well recieved by peers and members of the target audience - millennials. Findings from the critique follow: 

Do you believe a street party represents the 'quintessentially British' moment Greenall’s are looking for?

All those questioned agreed that they conisidered street parties to be quintessentially British and that it was an original idea in regard to the Greenall’s brief.

‘Would you throw a street party yourselves?’

All who participated in the critique said that they would consider throwing a street party if they were supplied with all the required materials and/or products but were less likely to if it required individual sourcing of event items.

If all required items were provided in a Greenall’s Street Party Pack - would this encourage you to hold one and what would you expect to see in there?

Feedback recieved confirmed that the target would be much more likely to throw a street party if supplied with all the required items - these including the following: 

• Bunting 

• Paper Plates 

• Recipe Ideas 

and of course...Gin.

Following the critique, Alice and I confirmed our response to the Greenall’s brief would be a campaign-led Street Party Pack including Limited Edition Packaging (Bottle Box and Label), Recipe cards, Bunting and paper plates. 

OUGD503 - Responsive - YCN: Greenall's Gin - Further Research - Street Parties

A street party is a party in which many members of a single community come together to observe an important event, in celebration of a significant event or simply for mutual enjoyment. 

As a form of activism, street parties are festive and/or artistic efforts made to reclaim roadways as public space. They were made known in Western Europe and North America by the actions of 'Reclaim the Streets' - a widespread 'dis-organization' dedicated to reclaiming public space from automobiles and consumerism.

The British tradition is said to have originated after World War I as residents' own 'peace teas' to celebrate the signing of the Treaty of Versailles in 1919 and to treat children after much experienced hardship. It was the first time street parties were organised by residents on a mass basis. 

A children's tea party in an East End Street in London, to celebrate the Treaty of Versailles at the end of the First World War (1919).

Street parties are a great part of British culture and provide opportunity for communities to come together to celebrate national occasions. Thousands of street parties took place for the Queen’s Diamond Jubilee in 2012, and in June 2015 over 7 million people got together for The Big Lunch.



Historically, street parties in the UK have been held to commemorate momentous events, such as VE Day (Victory in Europe) or the Queen's jubilees. An estimated 10 million people took part in street parties in 1977 for the Queen's Silver Jubilee. 

A street party to celebrate the Queen's Silver Jubilee (1977).

The tradition was hugely prevalent for the wedding of Prince William and Kate Middleton in April 2011, with around 1 million people joining in street parties. For the Queen's Diamond Jubilee in June 2012 around 2 million people took part in street parties. After then this uniquely British tradition truly established itself within British culture, prominently in England and Wales, as residents continued to organise them on all major national days of celebration.

Today – Street parties are being held at any time of the year, for all ages, and for the sake of building community spirit within neighbourhoods. 

Street parties evolved out of earlier traditions such as parades, tea parties and banquets in villages or towns. Before 1919, there had been a long held history of residents dressing streets for national occasions, using flags, garlanded material, and later bunting - the staple decoration of street parties usually made of strings of triangular pennants.

Street Parties Through the Years.

A street party in St Leonard's Avenue to celebrate the Silver Jubilee of King George V (1935).

A party in Disley Street, Manchester, to celebrate the coronation of Queen Elizabeth II (1953).

Families and young children celebrating the Royal Wedding in 1981.

People celebrate the Diamond Jubilee 2012 by holding parties on the sea front in Hove, Sussex.

OUGD503 - Responsive - YCN: Greenall's Gin - Idea Selection

In discussion with Alice upon meeting to discuss our ideas, we have concluded that the Street Party concept is the most appropriate to target and has the most potential to be carried forward. We feel that the Summer Fête and Garden Party as events are perhaps too formal and/or participated in by older generations to appeal to the target of millennials - whereas a Street Party feels more accessible to all, including millennials, due to the sense of community that they inspire.

The Street Party concept has already provided both myself and Alice with initial ideas for potential campaign materials and products that could be used by the target to throw their own Greenall’s themed parties with the brand at their heart.

Although Alice and I are in favour of this idea above all others, we plan to carry out further 

research before establishing a final rationale to be put to critique.

OUGD503 - Responsive - YCN: Greenall's Gin - Brief Interpretation & Idea Generation

Despite the collaborative nature of the project, Alice and I have decided to initially generate our own ideas in response to the Greenall’s brief to provide ourselves with a greater range of ideas that we can then discuss, change and/or develop.

My own interpretation of the breif has led me to primarily consider social occasions and/or means of celebration that would be considered as ‘quintessentially British moments’ as requested by Greenall’s. 

These included the following:

Idea 01

The Summer Fête - An elaborate festival, party or celebration typically including entertainment and the sale of goods and refreshments. Village fêtes are common in Britain, and are usually outdoor shows held on village greens or recreation

grounds with a variety of activities.

Idea 02

The Garden Party -  A party in a garden that is usually more formal than other outdoor gatherings such as picnics or barbecues, etc. A garden party can be a prestigious event - For example, invitations by the British Sovereign to garden parties at Buckingham Palace are considered an honor.

Idea 03

The Street Party - A  party in which many members of a single community come together to observe an important event, in celebration of a significant event or simply for mutual enjoyment. These parties are notably distinguished by decoration of involved streets with bunting and the sharing of goods and refreshments.

Each of the three occasions provide ample opportunity to create Greenall’s led campaigns surrounding these events that supply the target with new means of social drinking and celebration within responsible environments.

OUGD503 - Responsive - YCN: Greenall's Gin - Important Dates

YCN Brief Release Date: 24th OCTOBER 2016

Studio Brief 02 Briefing Date: 12th JANUARY 2017

YCN Brief Deadline: 23rd MARCH 2017

Responsive Academic Submission: 27th APRIL 2017

OUGD503 - Responsive - Collaborative Practice Aims & Motivations

Brief to be Undertaken: YCN - Greenall's Gin.
Collaborator: Alice Garrard (Illustration)

Motivations for Undertaking the Collaboration

• With an interested in British society, class, culture and history - the Greenall's Gin brief provides apt opportunity for the exploration of these fields. 
• Collaborating with another student who I do not know will force me to step out of my comfort zone and build confidence in engaging with other designers and people in general - personally and professionally. 
• Working with someone from another discipline will mean a more diverse range of ideas and outcomes can be created, outcomes that alone would not prosper with only my skill-set. It will be exciting to see what comes out of the collaboration including the artwork/style of another creative and the thoughts and ideologies that they input during the design process.

Methods of Communication  

I anticipate that communication between Alice and I will include face-to-face meetings, messaging and perhaps e-mailing.

Where possible I believe meetings in person will bring the best concepts, ideas and resolutions to fruition - with additional contact over messaging in between these to track progress and keep one another updated with personal contribution to the collaboratively curated outcome.

Meetings should take place at least once per week, with messaging in-between to track progress.

Member Skill-sets

Graphic Designer (Me) - The skills I provide are use of the adobe creative suite in addition to creative print finishing and methods.

Illustrator (Alice) - Clean illustration style.

OUGD503 - Responsive - YCN: Greenall's Gin - Initial Research

Greenall's

Greenall’s is The Original London Dry Gin, handcrafted by Britain’s oldest gin distillers since 1761. One of the world’s most awarded gins, Greenall’s is particularly noted for superior quality and smooth taste. The brand was established by Thomas Dakin who set up the gin distillery in the heart of Warrington (a major stop-over destination for all thoroughfare heading from London to then North of the country) with the ambition of producing the smoothest gin and pioneering a new production process with the first ever use of the Coffey still to distil a more refined and accessible spirit.

Greenall’s are proud of their British roots, and the authenticity, heritage, and stories that have led them to become one of the UK’s favourite gin brands. They embody the classic British sense of humour: the perfect balance of being down to earth with a touch of irony. ‘Inviting and open-minded’ — Greenall’s want to welcome people their fun and spirited world of gin.

The Greenall’s product range is led by Greenall’s The Original, however also includes Greenall’s Wild Berry, Greenall’s Sloe and our innovative premixed cans in 5 different  flavours.

With over 250 years of authentic stories we still remain at the heart of everyday sociable drinking occasions. Greenall’s is the #2 standard gin in the UK and we’re enjoyed in over 200 countries. We’re a contemporary British classic – just as relevant today as we were back in 1761.

Gin

Juniper Berries

Gin is an alcoholic spirit with a distinct flavour derived from juniper berries. It is one of the broadest categories of spirits, represented by products of various origins, styles, and flavour profiles that all share juniper as a common ingredient.

Gin is the fastest growing spirit category in the world, with Britain drinking gin in record amounts during 2016, buying 40 million bottles in a spending spreethat has outstripped sales growth in beer and sparkling wine. Annual gin sales rose 16% to break through the 1 Billion barrier for the first time in the UK, leading the drink industry to declare 2016 the 'year of gin.'

Gin & Tonic, a trend that started in Spain (and then spread to the UK, the US, Australia and into the rest of Europe), is the drink of the moment. 

OUGD503 - Responsive - YCN: Greenall's Gin - Brief Information

The Brief 

To choose a quintessential British moment that has lasted through time and is still relevant today, and bring this to life in a contemporary way through a piece of creative that has Greenall’s at its heart.

Any of Greenall’s products can be at the centre of designs, though certain products will suit certain occasions better. 

The creative could be applied across any channel. It may feature on a piece of limited edition marketing collateral or it might be shared as part of a Facebook strategy to recruit new consumers into Greenall’s or engage with existing fans. Alternatively it may constitute a poster campaign. 

Greenall’s are also open to any medium — from print to photography, video, graphic design, 

animation, illustration etc.

Target Audience

Greenall’s would like to target 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 this 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. The aim is to make them passionate advocates of Greenall’s through reinforcing their authenticity and credentials as well as amplifying the brand’s inviting British personality.

Creative Considerations

• Greenall’s green interpretation of the Union Jack  flag is the creative epitome of their Britishness, and has featured on packs in a number of iterations. It brings vibrancy and fun to the party. Consumers recognise the green flag as being part of their core identity. It is ownable and distinctive, helping them to stand out on shelf and in bar. Greenall’s are keen for this to be integrated within the response.
• Greenall’s crest is the embodiment of their brand heritage, authenticity and over 250 years of stories as Britain’s oldest gin distillery. It is a badge of reassurance and a nod to their smooth taste credentials and superior quality.
• Greenall’s The Original is 100% ownable as they were the first British gin distillery and they 
• want to communicate this more to consumers – to show that the fantastic classic recipe developed over 250 years ago is still as relevant and popular today.
• Greenall’s dark green is their key brand colour alongside lighter green Pantone which 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 are used throughout communication.

Mandatory Requirements

The Greenall’s The Original logo, must feature on all designs.