Exploring the briefs in depth I chose to develop the Greenall's brief as my completion entry, this is partly due to being a Gin drinker myself creating an instant engagement and understanding of the product and marketplace. The key features that attracted me to the brief were that it is extremely experimental and open within its regard to deliverables allowing a great deal of creative freedom stating the brief is 'open to any medium' which appeals to my practice allowing a more experimental challenge.
Analysing the brief in depth I initially highlighted all of the areas that hinted to what the brief was asking for within the resolution, this was an extremely worthwhile activity as pulling out these key words can later inform if I am truly answering the problems identified within the brief and reign myself back in if I wander off topic. The key elements pulled from the brief include the brand wants to promote itself as contemporary while not loosing touch with its extensively established sense of heritage with the use of British iconography instilling a sense of patriotism within the target audience. A millennial audience is specifically defined within the brief reinforcing the contemporary aesthetic that is also mentioned within the revitalisation of the brand image. The tone of voice is established as 'down to earth with a touch of irony' and reinforced stating it is a drink for everyday life. The brief hints they want the brand to thrive in 'Sociable drinking occasions' suggesting an event might sit well for this creative response, identifying the brand personality as 'vibrant' and 'fun' with a strict reinforcement of the brand identity in order to generate further brand equity with this new demographic.
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