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