Craft Gin Branding Campaign

BRIEF

The goal of this campaign was to conceptualise a craft gin brand that comments on a social, political or economic issue in South-Africa in the form of satire. The target audience is Afrikaans-speaking individuals with as sharp sense of humour and a high LSM.

STRATEGY

The issue addressed, was the corrupt tender processes in South-Africa. The goal of this brand is to expose the consequences of corrupt tender, emphasizing on inadequacy and incompetence.

CONCEPT

The consequences of this corruption is depicted by portraying the gin brand as the final product of a corrupt tender process. A tender that gives the specifications of the craft gin formed part of the concept because these specifications are clearly not met by the final product of the craft gin.

EXECUTION

The trademark has a distinctive aesthetic quality (tacky bling) depicted by a gold, black and white color scheme. The incorporation of tiger skin print material as well as black and white scans, which was drawn over with gold markers, further enhances the “tacky bling” theme.

The overall image of the brand tries to portray durability but is actually a realistic reflection of the low quality of the corrupt tender processes. Incompetence is portrayed by means of large, "Intellectual" words and direct translations that’s used incorrectly.

There are two craft bottles; “Die Prullerige Produkverskaffer” - focuses on tenders being outsourced for products such as petrol, zinc and office chairs. “Die Drogbeeldige Diensleweraar” focuses on tenders that require services such as paintwork, building work and construction.