Branding Proposal Study Task 4

Branding Proposal Study Task 4

To expand on the logo system i created here is a few examples of collected whiskey branding and a brand strategy proposal for the Whiskey Elements product. 

Here are 4 Branding Projects for Alcohol produce, all different in there style and product range. All gathered from Behance I find it an excellent secondary source for well presented and photographed projects, I feel photographing the product and its range is a very important aspect and can enhance everything and all these examples show, use of props also enhance the product. 

Love the moodiness of this product range, the darkness & creepiness that is carried out throughout the use of color and use of props. I feel color is a big thing in communicating a desired concept and this branding project outlines that. The Illustrative logo and banner has a more mystic feel but this is distracted and converted to a dark and creepy feel throughout the whole brand presentation. 

Love the simplicity of this range of products within this branding project. A considered use to a consistent material choice is obvious with an equally continuous use of analogue illustrated imagery with supporting analogue and digital type that flows with the whole rustic yet clean aesthetic. I learn from this branding project that consistency of a certain aesthetic you want to present is the key. 

A branding project can be made of minimal products or a vast range this more minimal project makes use of just a minimal selection but the thought thats gone into them is extremely considered. 

They have created a typeface for the product range, enhancing the products exclusive feel with supporting aesthetics that suggest a high end and bespoke drink. 

I love the simple use of a monochrome color pallete, colour is one of the biggest things for me when it comes to communicate a message. And this palette here presents to me a high end product with a superior attention to detail. The monochrome color scheme supports the bespoke typeface. 

I chose this example to touch back on my previous research, keeping aesthetics traditional in whiskey branding is important. This product does that but with a more illustrative twist. The traditional use of serif typefaces and other script type fonts is obvious but a main focus has been applied to the custom typeface.

I feel this attention to detail is very important for a product like whiskey were all attention and customer expectation comes from there wants and needs of a very well crafted drink. So expressing this through the aesthetics is important. Expressing all company morals and ethics through concept and aesthetic development and final products is important. 

Brand Proposal

Based on the logo I have and the concept It follows the proposal for a brand strategy and range of products would be that I keep with the idea of visualizing a contemporary twist on tradition and heritage. But through the considered use of materials. The product I am promoting has lots of considered use and development when it comes to materials and treatments, a wood product that has gone through lots of testing and treatments to arrive were it is now so carrying this use of wood and treatments will be one of the main elements I would carry on into a brand proposal. Combine this with the extension ideas of customization that derives from the logo and the products claims of customizing the taste of whiskey I have a good base to create a proposal on. 

I will focus mainly on printed and physical materials as this links best with the product, no smartphone apps will be created just a simple website with the main focus on the product, a website with minimal pages, mainly just a home page, a history page, an about the product page, and a products page for ordering. Consideration to the payment system would to me come from a paypal system as its secure and familiar to most people as well as been simple to use so all target markets even ones not familiar to new technologies can use it. 

Printed promotion products will be basic stationary like business cards and small informative leaflets that could be handed out at independent food and drink festivals. These will follow the same cream, dark/light brown and red color scheme I presented in the logo system finals. A nice extra would be to hand out coasters with laser engraved logos, made of thin pieces wood. Preferably oak to link with the products material and link back to oak barrels were whiskey is traditionally made. Each piece of wood would be individual to keep things rustic and personal for the person who receives the coasters.

I would like to offer a range of kits that contain the whiskey elements, an introductory kit, a daily use kit and a connoisseurs kit.

The Introductory kit will be made up of a pack of 2 of each flavors of the whiskey elements, all engraved with the image of the whiskey element itself on it along with 2 wooden coasters.

A daily use kit will consist of 2 glass's with an embossed outline logo on the side, 2 coasters, a bag of whiskey stones with engraved logo into the stone with a screen printed logo on a traditional cream cloth bag.

The connoisseurs kit will include a large whiskey bottle with embossed outline logo (of the whiskey bottle with the whiskey element inside it) on the side. 2 glass's with outline logo (of the glass with the whiskey stones inside), 2 sets of whiskey stones in a cream cloth, 6 of each flavor whiskey elements, and a holiday gift set for friends. All this will be enclosed in a traditional wood panel box with rustic aesthetics and a screen printed solid black logo on the top of the box lid, on the front side of the box will be laser engraved "Whiskey Elements".

The holiday pack will contain 1 of each favors of the whiskey elements wrapped in thin tissue like paper with all the logo variations printed on with a wax stamp that holds them all together (traditional brass stamper mentioned in evaluation). This would make an ideal gift and provide great further promotion.

Promotion wise leaflets would be handed out to all in depended off licenses, supermarkets, and the product would be promoted at food and drink festivals and even maybe set up stalls at music festivals to promote there product out there to a different target market. 

Social media sites would be set up but I feel the whiskey drinking target market wouldn't be so familiar with this so I really would want to push face to face promotions through demonstration of the product at previously mentioned places like supermarkets and festivals with hand outs of traditional promotion materials to pass on to family and friends.

Location wise I feel best places to focus the position of the brand strategy and products would be in Scotland (Origin of whiskey production), Mexico, Venezuela, South Korea, South Africa, Taiwan, Germany, Singapore, France and the USA. According to http://beveragetradenetwork.com/en/top-10-scotch-whisky-consuming-countries-236.htm the biggest whiskey drinkers in the world. 

One final aspect of promotion would be to establish the company into the market sector of whiskey products by maybe trying to collaborate with big names and trying to get them to take the product on board as an "add on sale" when someone buys a bottle of whiskey an offer or discount could be established between the two companies to increase the chance of someone buying a bottle of whiskey and a whiskey element on reduced price. Or vice versa. 

Taking all this into account and carrying it all out I feel a good customer response arise from the target market.