THE BRIEF
ACME distillers have commiited to build a new craft gin distillery in Scotland. Everything about the distillery is new, designed to meet a growing demand of gin.
As everything is new, ACME needs to create all of the assets for the gin. The list is as follows:
Location
Where would you build the distillery and why?
Name
What's the name of this new product?
Brand look and feel
How does the brand look, feel and sound?
Brand icon
Do you need to create an icon/symbol to lead the brand?
Bottle shape
What do you want to bottle it in? Tall, round, short, fat bottle etc?
Outer pack
Can you create a gift pack that makes it look irresistable on shelf?
My concept is a ginseng infused gin called 'Jartoux's', a nod to the French Jesuit Cartographer and Mathematician Pierre Jartoux who introduced ginseng to the 'New World' in 1709. This is referenced in the 18th century gin bottle shape, and the 1709 embellishments. The spot varnish is Jartoux's own engraving of the ginseng he observed, and the spot varnish map on the box is the map he worked on whilst in China during that time.
The distillery is to be located in Inverness, as the area is known as the 'garden of Scotland', and is also suitable to grow ginseng. An old name for Inverness is also 'Tomatin', meaning 'Hill of Juniper'.
The concept combines elements from Scotland (the location, and addition of ginger), England (the gin itself), China (ginseng) and France (Pierre Jartoux). As such the gin is described as a 'Finely crafted blend of cultures', and there are many references to travel throughout - such as the map on the outer packaging.
Cap detail.
The J cap detail is taken from the logo, and can be used as an icon. For example, a proposed idea is that the brand run its own travel blog to attract visitors to the website. The J icon can be used as a stamp, to make places 'Jartoux Approved'.
Full front and back views.
Back reads: Jartoux's is a finely crafted gin, a blend of cultures with Siberian Ginseng, Red Korean Ginseng and a dash of Ginger, all locally grown in Inverness. Our gin represents exploration and discovery, just as Jartoux discovered ginseng. The gently spiced flavour of Jartoux's feels world travelled and we hope it inspires you to travel the world, too.
The coat of arms on the neck of the bottle is a shield containing 3 fleur de lis - a symbol of France - and two rampant lions - a symbol of Scotland.
Box packaging.
Point of sale example.
The idea for the point of sale sample is that the boxes would be placed on varnish red wood plinths. These continue the contemporary yet traditional feel of the brand, and also nod towards Chinese wooden boxes of that era.
Magazine advert example. To be placed in in-flight magazines.
The advert tagline is a reference to the 'New World', as well as a reference to the combination of cultures involved in the concept.
Website example.
Above is an example landing page for the brand's website - where the travel blog would be hosted, along with brand info etc.
