Gin Exports on the Rise

The United Kingdom is the heart of gin and is also the biggest exporter, exporting to 139 countries. Over 50% of the gin made in the UK is exported overseas which makes up 70% of the global supply and was worth £421 million back in 2015;

“Enough gin to pour 580 million gin and tonics was enjoyed in the US last year as exports rose 9% to a record £159 million – in part thanks to a UK revival led by fashionable artisanal producers like Sipsmith and Hoxton”. (Gov UK, 2016)

Britons are proud of British Gin because they are proud of our culture become drinks of choice in the US and all over the world;

“Business is booming for our iconic drink brand in the States. From our world class gins to beloved ales, it’s fantastic to see brands so synonymous with British culture becoming the drinks of choice in bars, clubs and restaurants across the US”. (Environment Secretary, 2016)

“Like English wine our British gin is also experiencing a boom. We have seen an incredible rise in the number of distilleries set up in the last year with record breaking sales reaching £1 billion”. (Miles Beale, 2016)

What does this mean for my project?

With the likes of gin expanding worldwide, creating content with a very British background (using the weather concept) means it Greenall’s Gin could be known to a wider audience other than millennial’s in Britain.

References

BBC (2016) The gin craze, in our time – BBC radio 4. Available at: http://www.bbc.co.uk/programmes/b084zk6z (Accessed: 25 February 2017).
Department for Environment, Food & Rural Affairs and The Rt Hon Elizabeth Truss (2016) Exports of UK gin, beer and wine to USA increase (Archived). Available at: https://www.gov.uk/government/news/exports-of-uk-gin-beer-and-wine-to-usa-increase (Accessed: 25 February 2017).
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Using Colour Phycology to Attract Millennials

Colours Within Brands

During the Greenall’s Gin project, it will be important to stick to the brand colours to make it more appropriate and to keep the material consistent throughout, I will also need to use appropriate colours to what the type of media is i.e posters, coasters and apps.

In a study titled “Impact of colour on marketing,” researchers found that up to 90% of snap judgments made about products can be based on colour alone, depending on the product.
 Regarding the role that colour plays in branding, results from another study show that the relationship between brands and colour hinges on the perceived appropriateness of the colour being used for the particular brand (does the colour “fit” what is being sold?).
 (Gregory Ciotti , 2016)

The quote states that it is important that the colours you choose fit what is being sold, therefore, it’s important for me to stick to what the target audience will like but within reason as brand awareness will also need to be made clear.

Colour Misconceptions

Using the right colours will be important within my competition brief to make sure I am targeting the right audience.  Although colour psychology isn’t an exact science, some may get a better response with millennials/ young adults;

“Colour psychology is not an exact science and there are no right or wrong colours, only colours which may get a better response than others from your target market” (No name, 2009).

Therefore, there will be no right or wrong answer but it will be important to use colours that millennials react to best and using colours that work well together and get the right balance.

Colour Preferences

Figure 1 outlines preferred colours from males and females, then goes on to explain what both genders prefer and are most suitable within business marketing;

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Figure 1 – Colour Preferences (https://tinyurl.com/brrrak9

 

References/Bibliography

empower-yourself-with-color-psychology (2009) Target markets. Available at: http://www.empower-yourself-with-color-psychology.com/target-markets.html (Accessed: 20 February 2017).
Brown, E. (2016) Age and gender based color preferences. Available at: https://www.designmantic.com/blog/infographics/age-and-gender-based-color-preferences/ (Accessed: 21 February 2017).
Dzulkifli, M.A. and Mustafar, M.F. (2013) ‘The influence of Colour on memory performance (Accessed: 21 Febuary 2017).
Scout, H. (2016) The psychology of color in marketing and Branding. Available at: https://www.helpscout.net/blog/psychology-of-color/ (Accessed: 21 February 2017).
Singh, S. (2006) ‘Impact of color on marketing’, Management Decision (Accessed: 21 Febuary 2017).

Research Questions – Greenall’s Gin and my Peers Projects

Why do people drink gin?

“Gin and tonic can help fight malaria! The quinine in tonic water is what really helps malaria. But it has a bitter taste, which is complemented by the addition of gin. That’s the reason why British colonialists in India started to drink the combo in the first place”(Buzzfeed, 2013).

Why are Britain so proud of making gin?

The ‘Gin Craze’

“The Gin Craze was a period in the first half of the 18th century when the consumption of gin increased rapidly in Great Britain, especially in London” (Wikipedia 2016)

What influences the younger generation to drink alcohol?

“Recent years have seen the consumption of alcohol at population level reach an historical high, coupled with an increase in alcohol’s availability and affordability. These trends indicate a more central place
for alcohol in UK culture and, some argue, an increased ease with consumption above healthy levels across all age groups” (Seaman, P – 2010).

 

Questions to think about for everyone else’s projects:

Weather Project – Will Cuthbert 

  • What could be made that hasn’t been made before for weather?
  • How do you make it interactive?
  • What 3D designs can I implement?

Thirsty Water – Chantelle Woodward 

  • How much water is consumed world wide?
  • How can you encourage people to drink 2L water a day?
  • How could you promote to help get clean water to 3rd world countries?

Misrepresented Culture

  • Why do people associate muslims with terrorism?
  • How could you change this using media?
  • What do you hope to gain from the project?

Employ Autistic People

  • How could you create more awareness using media other than just a video?
  • What are the common misconceptions of autism?
  • How will you create the media is a non-patronising way?

First Craft Cider Company

  • What is it you are going to create?
  • How are you going to tackle permission issues to shoot photography in certain locations?
  • How are you going to create media that will catch the clients eye’s?

Nottingham Future City

  • How are you going portray the ‘future’
  • What attracts people to Nottingham?
  • How are they going to improve it?

Iconic Roald Dahl

  • How will you create illustrations that aren’t mediocre?
  • How will you implement technology?
  • What sketch techniques do you plan to use?

References

Abarca, J. (2017) 16 reasons why gin is the best. Available at: https://www.buzzfeed.com/justinabarca/reasons-to-love-gin-even-more?utm_term=.ferZOM56A#.kvm3yA2zX (Accessed: 21 February 2017).
Gin craze (2016) in Wikipedia. Available at: https://en.wikipedia.org/wiki/Gin_Craze (Accessed: 21 February 2017).
Seaman, P. and Ikegwuonu, T. (2010) Drinking to belong: Understanding young adults’ alcohol use within social networks. Available at: https://www.jrf.org.uk/sites/default/files/jrf/migrated/files/alcohol-young-adults-full.pdf (Accessed: 21 February 2017).

Using Colour Within Marketing

color-banner

How Do Colours Influence People?

Blue – Blue is the mostly preferred by men, it is also associated with things such as water, peace and reliability. Brands use this colour to promote trust in their products with a sense of security, it also stimulates productivity.

Green – Associated with health, tranquility, power and nature. Green is used in stores to relax customers and it can also be associated with environment. It stimulates harmony in the viewers brain.

Purple – Royalty, wisdom and respect are widely associated with this colour. It also stimulates problem solving and creatively, it is also associated with beauty.

Orange & Yellow – These colours are happy and are seen as optimistic. These colours can create anxiety that draws curious buyers and window shoppers.

Black – Authority, power, stability and strength are associated with black. It can be overwhelming if used too much.

Grey – Grey can lead to feelings such as not feeling worthy or depression. It can be used to symbolise old age.

White – Purity, cleanliness and safety are associated with white. White space helps spark creativity as it can be perceived as unaltered.

5 Dimensions of Brand Personality

When creating material for Greenall’s Gin, giving it personality through the brand will be important to engage with the audience.

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Figure 1 – Dimension of Brand Personality (www.helpscout.net)

Colour Within Common Brands

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Colour within popular brands (https://smallbiztrends.com)

Inputting What I Have Learnt into Project 4

After this research I am aware of what colours attract customers and what meanings they may have. I will use Greenall’s Gin current colours and add necessary colours that attract a younger audience within the materials I create.

References

How to use the psychology of colours when marketing (2014) Available at: https://smallbiztrends.com/2014/06/psychology-of-colors.html (Accessed: 20 February 2017).
Scout, H. (2016) The psychology of colour in marketing and Branding. Available at: https://www.helpscout.net/blog/psychology-of-color/ (Accessed: 20 February 2017).

Choosing a concept – Testing/ Survey Results

To choose a final concept, I created a survey and conducted it on Greenall’s target audience, millennial’s/ young adults. Here are the questions followed by the results;

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From the data, I found that 76% 47 precipitants were students, 17% in full time work, 2% of the people were in full time work and 4% were on a placement year. Out of all the precipitants 25.5% chose the ‘William Shakespeare’ concept, but beaten by an extra 2% was the ‘Weather’ concept which took the overall vote.

My chosen concept for this project will be ‘The Weather’ as this is what Greenall’s target audience wants.

British Weather Concept

The weather in the UK is a huge talking point within and outside of the UK. All millennials (Greenall’s target audience) would have/have spoken about the weather at some point.

“As a nation we enjoy complaining about the weather, which is perhaps not surprising as we generally have a lot to complain about. We’ve just had one of the worst winters on record and if the predictions of Huddersfield meteorologist Paul Stevens are correct, future winters are likely to be bleaker and colder, giving us plenty of reasons to moan”.(Hilaire Stelfox 2013).

Relevant sources

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Interpretation

Weather Coaster.jpg
Coaster prototype

Feedback from peers and tutors indicated that the prototype for the concept looked appealing but may not look like it is targeted for millennial’s. Further research will be conducted i.e colour theory and psychology of advertising and selling to create the best content for the competition and university brief to the best of my ability.

References

Stelfox, H. (2013) Talking point: Why is the weather so bad? Give us your view. Available at: http://www.examiner.co.uk/news/west-yorkshire-news/talking-point-weather-bad-give-4930151 (Accessed: 17 February 2017).

Toy Story poster(No Date) Available at: http://i.imgur.com/rzGHo2w.png (Accessed: 12 February 2017).

(No Date) Available at: https://s-media-cache-ak0.pinimg.com/564x/1f/2e/55/1f2e55a245ef2dd4bb0e3225ea2eea64.jpg (Accessed: 12 February 2017).

Funny Gin Coaster(No Date) Available at: https://cdn.shopify.com/s/files/1/1486/1064/products/poured-gin-instead-of-tea-funny-coaster_large.jpg?v=1477948801 (Accessed: 12 February 2017).

Cheltenham Races Concept

About The Races

In 1815 the first organised flat race took place in Cheltenham on Nottingham Hill. The popularity of the races over the next few decades had crowds of 30,000 people visiting the race course for its annual two day meeting in the month of July.

The racecourse was later moved to Prestbury Park after violent outrages, which is still the current venue, since 1831. In 1964, Racecourse Holdings Trust (now Jockey Club Racecourses) was formed to secure the future of Cheltenham. The Group now owns 13 other racecourses – a combination of Jumps, Flat, Dual Purpose and All Weather racecourses. Wholly owned in a Trust by The Jockey Club, Jockey Club Racecourses reinvests all of its profits into its 14 racecourses to ensure the continued success and development of British horse racing.

Relevant Sources

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Interpretation

poster_mockup_MD.jpg

Created in photoshop, my interpretation takes inspiration from researching what the concept could look like.

References

Cheltenham Racecourse – about (2017) Available at: https://www.facebook.com/pg/thehomeofjumpracing/about/?ref=page_internal (Accessed: 17 February 2017).
(No Date) Available at: https://uk.pinterest.com/search/pins/?q=cheltenham%20races&rs=typed&term_meta%5B%5D=cheltenham%7Ctyped&term_meta%5B%5D=races%7Ctyped (Accessed: 17 February 2017).

William Shakespeare Concept

Theatrical Beginnings

There is very little evidence about William shakespeare but he is known worldwide for his play-write and poetry.

“By 1592, there is evidence William Shakespeare earned a living as an actor and a playwright in London and possibly had several plays produced” (no name, 2015).

Establishing Himself

By 1597, 15 of the 37 plays written by William Shakespeare were published. Civil records show that at this time he purchased the second largest house in Stratford, called New House, for his family. It was a four-day ride by horse from Stratford to London, so it is believed that Shakespeare spent most of his time in the city writing and acting and came home once a year during the 40-day Lenten period, when the theaters were closed.

Why this concept?

I believe with further research, I could produce professional humorous material that reflects Shakespeare’s person and professional life.

Shakespeare Themed Relevant Material

The use of quotes and humour will shape this concept using minimalistic material as inspiration.

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Interpretation

Here is my interpretation of what the concept could look like;

 

Shakespeare Coaster.jpg

References

Design | posters | Shakespeare (2010) Available at: https://uk.pinterest.com/johannedaoust/design-posters-shakespeare/ (Accessed: 17 February 2017).
(No Date) Available at: http://www.biography.com/people/william-shakespeare-9480323#married-life (Accessed: 17 February 2017).

Industrial Revolution Concept Research

Background

Early 18th century British industries were generally small scale and relatively unsophisticated. Most textile production was centred on small workshops or in the homes of spinners, weavers and dyers: a literal ‘cottage industry’ that involved thousands of individual manufacturers. Such small-scale production was also a feature of most other industries, with different regions specialising in different products: metal production in the Midlands, for example, and coal mining in the North-East

Steam and Coal

Textile mills, heavy machinery and the pumping of coal mines all depended heavily on old technologies of power: waterwheels, windmills and horsepower were usually the only sources available.

As early as 1712 Thomas Newcomen first unveiled his steam-driven piston engine, which allowed the more efficient pumping of deep mines.

More efficient and powerful engines were employed in coal mines, textile mills and dozens of other heavy industries.

Transport

The growing demand for coal after 1750 revealed serious problems with Britain’s transport system. Though many mines stood close to rivers or the sea, the shipping of coal was slowed down by unpredictable tides and weather.

Relevant steam punk themes

After gaining knowledge of the industrial revolution, steampunk came to mind. Steampunk is a popular concept that could be incorporated within my industrial revolution theme.

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All images taken from pinterest

Hendricks Gin Steampunk theme promo

Interpretation

Greenalls coaster mockup.jpg
Coaster prototype

References

Allen, R.C. (2006) The British industrial revolution in global perspective: How commerce created the industrial revolution and modern economic growth. Available at: https://www.nuffield.ox.ac.uk/users/Allen/unpublished/econinvent-3.pdf (Accessed: 12 February 2017).
Behance (no date) Available at: https://www.behance.net/gallery/47127611/Johnnie-Walker-x-Pawel-Nolbert-Limited-Artist-Edition (Accessed: 12 February 2017).
White, M. (2015) The industrial revolution. Available at: https://www.bl.uk/georgian-britain/articles/the-industrial-revolution (Accessed: 12 February 2017).
https://s-media-cache-ak0.pinimg.com/564x/f1/ce/cf/f1cecfbe32d965357e173f42b3da382f.jpg (Accessed: 12 February 2017).
https://s-media-cache-ak0.pinimg.com/236x/71/2b/f9/712bf9233f98c20c15e32d4dba8c102b.jpg (Accessed: 12 February 2017).
http://us.123rf.com/450wm/tribalium123/tribalium1231301/tribalium123130100079/17471163-cartel-industria–dise-o-industrial-industria-de-plantas-edificios-f-brica-industrial-silueta-f-bric.jpg?ver=6 (Accessed: 12 February 2017).

Project 4 Concept Ideas – Greenall’s Gin

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References

20 things the team at ICE think are quintessentially British (2015) Available at: http://imperial.events/20-things-the-team-at-ice-think-are-quintessentially-british/ (Accessed: 7 February 2017).

Brown, K. and profile, V. my complete (2015) Research – ‘quintessential British moments’. Available at: http://k-brown1518-sp.blogspot.co.uk/2016/11/research-quintessential-british-moments.html (Accessed: 7 February 2017).

Sunday roast (2017) in Wikipedia. Available at: https://en.wikipedia.org/wiki/Sunday_roast (Accessed: 7 February 2017).