The Picture says it!

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After some consideration, well….a lot and maybe too much, I’m going to go with my gut feeling and do Fever-Tree YCN brief. I’ve wasted a week in deciding which brief to pick so I have to make up the time over the weekend. Being unable to attend a group tutorial wasn’t helpful either, then again I didn’t knowing where I stood with the briefs.

Start with a general look at Fever-Tree, Brief and Cause.

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Fever-Tree

Fever-Tree Indian Tonic Water launched in the UK in early 2005, the brand name chosen due to fever tree being the colloquial name for the cinchona tree in which quinine, a key ingredient for tonic, is found. The highest quality quinine was sourced from the Rwanda Congo border and blended with spring water and eight botanical flavours, including rare ingredients such as marigold extracts and a bitter orange from Tanzania. Crucially, no artificial sweeteners, preservatives or flavourings were added.

Gin and Tonic is in vogue yet what a lot of people don’t know is that the discovery of quinine, tonic’s key ingredient, was one of the most significant discoveries in medical history. Quinine’s anti-malarial properties have saved millions of lives since the early 1600s and now, we want to help bring an end to malaria and save millions more lives from this preventable and treatable disease. Malaria is a disease that still kills approximately 180,000 children under five each year in the Congo – the very area where we source our quinine.

Brief

Create beautiful designed limited edition bottles to engage customers and raise money for Malaria No More Uk

To select at least one of the five regions detailed in the project pack and create a set of four different designs inspired by four different countries within that region that are affected by malaria.

Target Audience

Our existing and potential consumers span a broad 35 – 65 age range. They are driven by quality and are prepare to pay more for it. Many a prosperity towards G&T and will choose premium brands of spirits over own brand labels.

Specifically each design must

  •  Look premium, beautiful and visually engaging.
  • Retain the clarity of the brand name (FEVER-TREE), product descriptor (INDIAN TONIC WATER), and key information (i.e. no artificial sweeteners, 500ml etc.)
  • Ideally be instantly recognisable of the continent or country
  • Create intrigue and interest amongst existing Fever-Tree consumers without alienating or confusing them.
  • Entice new consumers to purchase Fever-Tree for the first time.

 

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Malaria No More UK

We’re a young and ambitious charity, with a mission as transparent as our name: to end the world’s oldest killer disease – to make malaria no more.

We were founded to confront the horrific reality that a parent loses their son or daughter every minute to an entirely preventable disease that only costs £1 to treat. We work to inspire others to join us in the fight, help protect millions of lives at risk, and unlock the vital funds needed to do it.

Next few posts will be

  • More in depth look at Fever-Tree
  • Competitors
  • Limited Edition Bottles
  • Regions & countries effected by Malaria
  • Malaria No More UK
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