OUGD503 Studio Brief 1 - YCN Fever Tree - Research

OUGD503 Studio Brief 1 - YCN Fever Tree - Research

Brands Research

It is helpful to look at other luxurious brands to gain further insight into how they advertise and portray themselves. Therefore I looked into Grey Goose Vodka as this is well known for being high quality. This uses very similar tactics as Fever Tree by using silver, sparkling imagery like a diamond to convey high quality, suggesting that this vodka is diamond worthy and 'extraordinary'. This targets the upper/middle class by using extravagance to appeal to them and perhaps others by suggesting that you can be a part of the extravagant lifestyle by drinking this vodka.

In addition, I also looked at Fever Tree's main competitor - Schweppes. Schweppes is quite an inclusive brand yet different advertisements of theirs appeal to different target markets. This advertisement appeals mainly to men but still uses the element of sophistication by branding male Schweppes drinkers as real men with 'status.' This is also using power and dominance to convey themselves which does appeal to the same target market as Fever Tree.

Bottle Wraps

These are a range of different bottle wraps which all target different focus areas. Bacardi uses quite sophisticated designs, relevant as they are celebrating their 50th birthday. These are also good to refer to as each has a different, strong design but they work so well as a set together - part of the specification for Fever Tree. These designs uses historic, rustic elements to create an overall sophisticated appearance. 

Kraken Rum as used a really effective wrap for their bottle, creating a mould which conveys an old bottle and reminds you of ocean. It has a pirate vibe to it but in a sophisticated way, really relevant for Rum. The use of material is interesting for the wrap and has made me consider other possibilities for a wrap design.

These are very lively, friendly designs and although a bit feminine, they are quite inclusive. This represents the brand Coca Cola really well as the main elements and ethos are being friendly, something for everybody and 'pickupable.' These designs also work well as a set and the designs clearly have been thought out well as they wrap so nicely around the bottle. 

Brands supporting causes

I came across this amongst my research into brands which support causes and how they display it. This bar saves lives' whole purpose is around supporting causes therefore is it clear as to why their message is the main feature of the packaging. These bars also feature African patterns as a clear motive behind the cause. This technique is very in your face but certainly does draw your attention to it.