Fever-Tree YCN Brief

Fever-Tree YCN Brief 2015/16

The Brief Create beautifully designed limited edition bottles to engage customers and raise money for No More Malaria UK The brand are looking to support World Malaria Day (April 25th) for the next 5 years. One way they intend to do so is by producing a range of limited edition 500ml bottles with a wrap design. These designs should be inspired by countries effected by Malaria and Fever-Tree will make a donation to No More Malaria UK (NMMUK) for each of the limited edition bottles sold.

The design, should be a wrap design, which adheres to the current footprint of the bottle, “whilst inspiringly embellishing it�. The designs must be beautiful and sophisticated and not childish in any way, this is so that it stands out whilst connecting with the premium audience - 35 - 65 year olds who are willing to pay more for a better quality of product. The designs must also incorporate key information such as the brand, product name, product descripter to the consumer, without interfering or rendering this information illegible. Select at least one

of the five regions (Africa, Asia, North & Central American, South East Asia, or South America), and produce a range of at least 4 designs, each inspired by, and representative of, a different country within that region that is affected by Malria.

Whilst each bottle should be unique in its look and feel, the range needs to be tied together and should be part of the same family.

Fever-Tree will add a neck tag to each bottle to communicate the partnership between themselves and NMMUK, so the designs should focus on the visual rather than the visual communication. The bottles should look desirable and be inspiring, whilst maintaining the brands premium look, creating intrigue and interest in existing customers without conusing or alientating them, as well as enticing new customers to try the products for the first time.

The Brand -Premium Drinks mixers (tonic water, ginger beer, soda water etc) -Ran by Charles Rolls and Tim Warrillow -Slogan; “If 3/4 of your gin and tonic is tonic, make sure you use the best” or “mix with the best” -First product on shelves 2005 -”Fever Tree” local name for cinchona tree (Peru) which produces the quinine (key ingredient for tonic water) -Quinine sourced from DR Congo border with Rwanda -100% natural, no artificial preservatives sweeteners, or flavourings -Premium Natural values of brand/product -Served in 8/10 top restaurants around the world -Cool Brand Status for 4 years in a row.

“History of The Fever-Tree”

Taken from www.fever-tree.com Legend has it that the bark of the fever tree was first used by the Spanish in the early 1630s when it was given to the Countess of Chinchon, who had contracted malaria (known colloquially as the ‘fever’) whilst living in Peru.

The Countess recovered and the healing properties of the tree were discovered.

Despite this success its reputation was slow to catch on, it was imported to Europe under the name ‘Jesuits Powder’ which proved a very poor selling strategy in Protestant England.

Even when Charles II in 1679 was cured of the ‘fever’ its popularity was not assured as its use remained the secret of his physician (Robert Talbor).

However, the healing power of this remarkable tree only became world renowned in the 1820’s when officers of the British Army in India, in an attempt to ward off malaria, mixed quinine (the extract from the bark of the fever-tree) with sugar and water, creating the first Indian Tonic Water.

It was made more palatable when they added a little expedient of gin to the mixture.

The original gin and tonic was thus born, and soon became the archetypal drink of the British Empire, the origins of which were firmly planted in the fever tree.

Colonialism produced a huge demand for the bark of the fever tree. In the 1850s the East India Company alone spent £100,000 annually on the bark, but it still brought in nowhere nearly enough to keep the colonists healthy. The answer was to try and cultivate fever trees in the colonies. This initiative inspired intrepid plant hunters across Europe to risk all and travel to South America to harvest these most valuable of seeds. The Englishman, Richard Spruce, brought back seeds from Ecuador, which were subsequently grown in India and Ceylon; but they turned out to be of a species that was relatively poor in quinine.

The Dutch had more luck with seeds provided by Charles Ledger, a British explorer in Peru. Ledger found no interest from the British government, still smarting from its experience with Spruce. However it turned out that Ledger’s seeds yielded up to eight times more quinine and subsequently gave Holland a near monopoly of the market.

Here at Fever-Tree we’ve gone back to the roots of this remarkable tree and have discovered the last remaining plantation of original fever trees descended from the infamous Charles Ledger’s Cinchona Ledgeriana variety still in existence in the heart of the war torn Democratic Republic of Congo. Through adversity the plantation is prospering, having made a reputation for producing the finest natural quinine, (still harvested with traditional methods). We’re delighted to be supporting this remarkable plantation, by using its highest grade natural quinine in our range of premium tonic waters.

The Products Indian Tonic Water By blending fabulous botanical oils with spring water and the highest quality quinine from the ‘fever trees’ of the Eastern Congo, we have created a delicious, natural, award winning tonic with a uniquely clean and refreshing taste and aroma.

Designed to enhance the very best gins or vodkas.

Naturally Light Tonic Water Our Naturally Light Tonic Water is the world’s first all natural, lower calorie tonic water. With 58% fewer calories, there is no need to compromise on taste as this delicious, crisp tonic water combines fruit sugars and natural quinine with citrus, aromatic botanicals and soft spring water.

Mediterranean Tonic Water By blending the essential oils from the flowers, fruits and herbs that we have gathered from around the Mediterranean shores with the highest quality quinine from the ‘fever trees’ of the eastern Congo, we have created a unique, delicate, floral tonic. Created to accompany the finest vodkas or to enjoy as a sophisticated soft drink.

Elderflower Tonic Water Offering a light and subtle character, the delicate and sweet flavour of elderflower is perfectly balanced by the soft bitterness of the quinine. Providing a summery twist to the classic gin and tonic, the refreshing floral flavour works equally well as a sophisticated soft drink.

Lemon Tonic Lemon Tonic is our name for Bitter Lemon. One of the most sophisticated mixers invented, this delicious drink has been ignored by the major drinks companies for years and many now have no idea what it is or how to drink it. By blending the highest quality Sicilian lemon oils with our signature quinine Spring Soda Water from the Congo, we’ve restored By blending soft spring water with a the taste and quality of this high level of carbonation, our Spring fantastic mixer.

Soda is perfect for bringing out the best flavours of finest whiskies.

Ginger Ale Made by blending three natural Sicilian Lemonade and unique ginger oils, that have With the aroma and taste of been sourced from around the freshly squeezed lemons, world, with soft spring water. So including ‘sfumatrice’ oils from delicious that whisky writers are the highest quality Sicilian saying ‘at last’ here is a ginger ale lemons, we have created a they can recommend to partner perfect mixer for the best vodkas, great products. gins or rums. Equally delicious as a soft drink.

Ginger Beer By brewing a blend of three gingers from Nigeria, Cochin and the Ivory Coast we have created an award winning ginger beer that has been highly acclaimed by gastronomes and critics alike. Perfect in a Dark & Stormy, Moscow Mule or simply as a soft drink on its own.

Naturally Light Ginger Beer Using natural fruit sugars we have developed this delicious, reduced calorie ginger beer. A naturally brewed product that has the distinctive long lasting ginger character of Fever-Tree with 42% fewer calories. Perfect with your favourite rum or vodka or as a refreshing soft drink.

Wrap Bottle Designs

Tonic Water Bottle Branding/Designs

Fever-Tree Countries Affected By Malraia Algeria

Angola

Benin

Botswana

Burkina Faso

Burundi

Cameroon

Fennec Foxes White / Green

Turaco (bird) Red

Leopard Yellow/Green

Zebra Light Blue

White Stallion Red / Green

Lion Red / White

Lion Green / Red

Chad

Congo

Cote d’Ivoire

DR Congo

Ethiopia

Ghana

Guinea

Kenya

Goat / Lion Blue / Red

Elephant / Lion Red

Elephant Orange/ Green

Leopard Light Blue

Pentagram Green

Black Star Red / Yellow

Goat / Lion Red / Yellow

Lion Black / Red

Liberia

Madagascar

Malawi

Mali

Mozambique

Niger

Nigeria

Rwanda

Traveller’s palm Lion Mosque Djenne White Star Blk/Red/Green Green/Yellow Red/White/Blue Red/Green

Green/Black

Zebu White/Green

Eagle Green/White

Leopard Blue/Yel/Green

Senegal

Sierra Leone

Sudan

Togo

Uganda

Zambia

Zimbabwe

Lion Green/Yel/Red

Lion Green/Blue

Secretary Bird Uhuru Torch Lion Red/White/Blk Blue/Blk/Green Green/Yellow

Crane Black/Yel/Red

Fish Eagle Green/Red/Blk

Bird Symbol Green/Yellow

Africa

Tanzania

Bangladesh

Bhutan

Lion Flames Of Fire Red/Green/Blk Blue/Red/Gren

Bengal Tiger Red/Green

Thunder Dragon Dragon/Stars Orange/Yellow Red/Yellow

Iran

Nepal

Pakistan

Papua New Guinea

Yemen

Lion Red/Wht/Gren

rhododendron blossom Red

Star & Crescent Green / White

Bird of paradise Black / Red

Golden eagle Red/Wht/Blk

SouthEast Asia

Cambodia

Laos

Malaysia

Myanmar

Temple/Ox Red/Blue

Elephant Red/Wht/Blu

Tiger/Hibiscus Red/Whi/Blu

Chinthe (myth) Yel/Gre/Red

Asia

Afghanistan

Azerbaijan

China

India

Indonesia

Lotus Org/Gren/Wht

Garuda (myth) Red/White

Philippines

Thailand

Timor Leste

3 Stars and sun

Elephant Red/Whi/Blu

Mount Ramelau

Chosen region

Vietnam

Star on red field Red/Yellow

Red/Whi/Blu/Yel

Red/Yel/Blk/Whi

Belize

Costa Rica

Dominican Repub

El Salvador

Haiti

Honduras

Mexico

Keel-billed Toucan Red / Blue

Yiguirro (bird) Blue/Red/White

Palmchat (bird)

Turquoise-browed Motmot (bird) Blue/White

Hispaniolan trogon

Red/White/Blue

Blue/red

Scarlet Macaw Blue/White

Golden Eagle Red/Gre/Wht

Argentina

Bolivia

Brazil

Colombia

Ecuador

French Guiana

Guyana

Sun of May Blue/White

Llama/condor Red/Yel/Gre

Southern Cross Yel/Gre/Blu

Andean Condor Yel/Blu/Red

Andean Condor Yel/Blu/Red

Jaguar Yellow/Green

Canje Pheasant Red/Gre/Yel

Paraguay

Peru

Venezuela

Lion Red/Whi/Blu

Vicuna (llama) Red/White

Troupial Yel/Blu/Red

North & Central America Nicaragua

Panama

Turquoise-browed motmot (bird)

Harpy Eagle Red/White/Blue

Blue/White

South America

Country research - Asian Countries Afghanistan

Azerbaijan Officially “The Islamic Republic of Afghanistan”

Flag Coat Of Arms

National Animal: Lion

Officially “Republic of Azerbaijan” Flag Emblem

The Land of The (Holy) Fire eternal flames

Bhutan “People’s Republic of Bangladesh”

Flag Emblem

National Symbol; Bengal Tiger

National colours: red, green, black

National Symbol: Flames Of Fire

National Colours: red, green

Capital: Kabul

National Colours: blue, red, green

Capital: Dhaka

Islamic nation Long history of invasions

Capital: Baku Caucasus Mountains

National sports Football and Cricket Great Mosque of Herat

Bangladesh

Secular state, 95% Muslim

National Flower: Tulip Bijo Rug, an example of Azerbaijani carpet making

Wrest;ling is the national sport.

Powerhouse in Chess

Map of major cities and rivers in Bangladesh

“Kingdom of Bhutan” Land of the Thunder Dragon Flag Emblem

National Colours: orange, yellow Capital: Thimphu

National emblem is water lily sat on water, surrounded by rice paddys, 3 jute leaves and 4 stars.

National sport cricket Low-lying flood-prone country, 3 main rivers.

National Symbol: Thunder Dragon

Eastern end of the Himalaya’s 18 Duar’s, (gates / doors) traditional points of access from India Dashi Prayer Flags, allow constant communication with the heavens.

Blue Himalyan Poppy Tantric Mahayana Buddhism

China

India People’s Republic of China

Flag Emblem

National symbols: stars, Dragon

Indonesia Republic of India

Flag Emblem

National Symbol: Lotus National Colours: Green, Orange, White

Flag Emblem/Coat of Arms

Posey

Ghandi

The Great Wall

Predominantly Hindu country.

Communist Panda and bamboo

Emblem; wheat, rice, Tiananmen gate, cog, big star represent united China, 4 smaller represents social classes

Islamic Republic of Iran

Capital: Jakarta

Capital: Tehran

Flag National Symbol: Garuda Emblem (mythical bird)

National Symbol: Lion

Taj Mahal.

Golden Temple

Lion Capital of Ashoka.

4 lions on a base with a Dharma Chakra (wheel of law), elephant, lion horse and bull.

Ashoka Chakra - wheel of law, centre of the flag.

National Colours: Red, White, Green

National colours: Red, and White

Taj Mahal, Golden Temple

Capital: Beijing

Cycling

Republic of Indonesia

Capital: Delhi

National Colours: Red, Yellow

Chinese dragon Health symbols

Iran

Borobudur Komodo Dragon

5 principles, star - belief in one God. Chain - just and civiliaized, tree- unity and wide roots, bull - democracy.

Rice and cotton - sustenance and livelihood.

Huma Bird Simurgh

Previously known as Persia

Diverse terrain, mountains/ volcanoes to beaches and rainforests.

17,508 islands, 6,000 inhabited

Emblem represents Allah (4 crescents) and a sword represents together, with the 4 crescents, the 5 pillars of Islam

Birthplace of Polo, freestyle wrestling is national sport.

Azadi Square

Nepal

Pakistan Federal Democratic Republic of Nepal

Flag Emblem/Coat of Arms

Capital Kathmandu

Islamic Republic of Pakistan Flag Emblem

Red/ crimson flag (rhododendron colour/victory) with blue border (peace) and sun and crescent moon

Emblem contains the the 4 main crops during Badshahi Mosque independence.

Shalwar Kameez Jasmine national flower Shalwar Kameez

Capital: Port Moresby

Ghurka’s ?

Bab-e-Pakistan, Pakistan Monument

Gender Equality Jasmine

Republic of Yemen

Flag Emblem

National symbol: Bird of paradise

Islamic nation

Southern Cross Strong traditional tribal customs largely unexplored diverse terrain, forests and beaches, mountains and volcanoes

National Symbol: Golden eagle

National Colours: Red, White, Black

National Colours: Black, Red

Parliament Raggiana birdof-paradise

Capital: Sana’a / Aden

Coffee plant and Marib Dam

Traditional spear and Kundu drum

Faisal Mosque, Minar-e-Pakistan,

Yaks / cattle

Flag Emblem

National Colours: Green, White

National Colour: Red / Crimson

Rhododendron Mount Everest from the south

Capital: Islamabad

Yemen

Independent State of Papua New Guinea

National Symbols: Star & Crescent (Islam)

National Symbol: rhododendron blossom

Mount Everest and the Himalayas

Papua New Guinea

Dar Al-Hajar Bab Al-Yemen

Deserts, mountains, coastline, very low on water Early centre of Islam (7th cent) and educating the Arab world, home of Algebra (9th c)

Shibam “Manhattan of Dragons Blood Tree the Desert”

Design Development

These are some of the initial sketches that I could use to wrap around the bottle such as flags of native peoples of Argentina, or national symbols such as the Sol de Mayo which sits in the middle of the Argentinian flag.

Similar concepts to these could be applied universally, using national symbols, or historically or cultural significant flags to the people of that particular country.

These are some sketches showing how this idea could be applied. The left sketch shows the flag of the country being wrapped around the bottle with a white background.

The second sketch shows how the flag being manipulated to form a ribbon in the space between the two labels.

The ribbon shape is popular with charities, and using this shape

helps reinforce the charitable aspect of the campaign.

The third sketch is a bit bolder.

The front of the bottle is split into quarters around the label, and it would feature the countries national symbol such as the Sol de Mayo in the top right quadrant, accompanied with a flowing element through the other 3 quarters, in this case a river of stripes coloured blue and white the national colours of Argentina.

The forth idea features a much more minimalist idea, with the flag just being wrapped around the base of the neck of the bottle.

The background would be white to give a perception of purity.

However this could become a problem with countries that have a flag that isn’t extendable beyond its standard width dimensions, or a flag like Nepal that has an asymmetrical shape.

This sketch shows the rough proportions of the different elements of the bottle such as the spacing between the labels, where they sit in relation to the bottom and top of the bottles as well as the size of the labels.

This gave me a better idea of the proportions that I need to consider when producing mockups or ideas.

I think that the idea which features the quartered design looks a lot better and may be more in line with the premium image of the brand, This sketch shows a more detailed/close up view of what the idea would look like using a country from my selected region. A Nepalese edition may include Mount Everest given that its summit sits in Nepal, and a national symbol of Nepal is the

rhododendron blossom which appears on the country’s flag.

Given that the country’s national colours are red and blue the blossoms would be coloured red, as the labels are usually quite lightly coloured and peak of the Mountain would be blue-ish with a white snowy top.

Bangladesh

Bhutan

India

Nepal

Water Lily

Blue Himalayan Poppy

Lotus Flower

Rhododendron Blossom

Water Lily from the national emblem

Double Vajra from the national emblem

Ashoka Chakra, from the national flag

Mount Everest

Bottle Designs For the bottle designs I decided to cover the bottle in the national flower of each of the respective countries, to help with recognition of the country it represents I have also included a slightly altered image from part of the national emblem, flag or well known landmark. I think the flowers are something that are both beautiful and interesting, especially with how they are applied to the bottles.

The wrap design has been left blank at the top for when the neck tag is added, but the design can be extended to the cap if required.

I have left one of the flowers overlapping the label to add depth and intrigue. Also I think this makes this one outstanding flower more indentifible - anyone with a knowledge of flowers will be more likely to identify the flower and therefor the nation.

Bangladesh Water Lilies Water lily & 4 stars

Bhutan Blue Mountain Poppy Double diamond dorje

India Lotus flowers Ashoka Chakra

Nepal Rhododendron blossoms Mount Everest

Label Designs When designing the labels for this limited edition range, I decided to keep certain elements the same, as to avoid alienating any existing customers. I left the header of the label which contains the Fever-Tree logomark in its original state, as well as retaining the same layout and typefaces. For the white and clear labels I removed the tree in the background as this could be confused with the transparent or underlying elements. I feel that all these options are at least intriguing and at most inspiringly beautiful.

White label Metallic white/silver label with transparent lettering.

White represents the products purity

Clear label Transparent label with white lettering. Clear label reveals the pattern underneath and is the most intriguing.

Black label Black label , white lettering, and variable colour tree, tonic water’s core branding is yellow. Black is often associated with premium/limited edition products.

Potential Multi-pack Designs Even thought the brief only asks for designs to be mocked-up on 500ml Tonic Water bottles, I thought I would explore some further options, mocking up the designs onto some of the multi-pack packaging. Giving the flowery nature of the design, I think that the next step would be to add some flowers to expand the footprint of the box. This would give the packaging more impact on the shelf and garner more attention from customers, both existing and potential new customers.

Full Bottle & Label Range

Bangladesh

Bhutan

India

Nepal

Preferred Option

‘The 300 word Pitch’ The Fever-Tree brief asked for a set of four designs that each represents a country from a region effected by Malaria. These wrap designs needed to be beautiful, sophisticated, intriguing and interesting whilst maintaining the brand’s identity to avoid alienating the brand’s premium market.

Other requirements from the brief was that the designs should work with the information on the existing label, I have worked around this by creating the designs to work with the current label, as well as creating some new designs that use the same layout and formatting, just with a different colour-way and approach that makes the label more interesting. However, I have kept the same header on the label to maintain the brand recognition to new and existing customers. I created a white label to symbolise the products purity, a black label, as this is often associated with limited edition products and a clear label in order to create interest and reveal more of the underlying pattern.

My design(s) are centred around the national flower for each of the countries, this was inspired by the use of representative iconography in the branding of several national rugby union teams. The brief asked that the designs be recognisable of the country they represent, the national flower as well as an added representation of the national emblem, flag or landmark should also help with the identification of the country on the bottle.

I created the design by duplicating the flower vector to cover the body of the bottle, leaving the neck clear for the neck label and the neck tag mentioned in the brief.

The brief also asks that the designs create intrigue and interest in existing customers without alienating them, whilst enticing new customers, I believe that my design does all this in an elegant manner.

Floral International Rugby Emblems/Logos England - Rose Canada - Maple Leaf Ireland - Clover Japan - Cherry Blossom New Zealand - Fern Scotland - Thistle Wales - Fleur de Lis

Limited edition bottles in support of Malaria No More UK

World Malaria Day Monday 25th April 2016

Limited edition bottles in support of Malaria No More UK

World Malaria Day Monday 25th April 2016

Limited edition bottles in support of Malaria No More UK

World Malaria Day Monday 25th April 2016

Limited edition bottles in support of Malaria No More UK

World Malaria Day Monday 25th April 2016