Brief 2: YCN / GREENALLS - Campaign Poster: Initial Exploration

In order to define a campaign aesthetic it was essential to understand the generic conventions of the alcohol industry in reference to its promotional styles. This instigated an exploration into previous gin adverts to understand how the industry promotes itself currently. I analysed 3 posters from separate brands and found a range on commonalities such as the use of the bottle heavily placed within the poster to reinforce the product to the audience. The Greenall's and Gordon's Posters are very similar in their aesthetic utilising a silver backgrounds, product placement, and iced drinks in order to send a clear message to the target consumer. The Hendricks poster is strikingly different in its aesthetic building the brand on its quirky differences. The 'unusual' illustrations have opened the brand up to a contemporary audience pulling in a hipster crowd with its dare to be different attitude. 

Identifying these generic conventions within the case studies identified problems within the resolution to the brief as a the design directions feel very corporate and commercial, however as this brief is undertaken as a response to a competition brief it should showcase a creative flair and by abilities as a designer, therefore the resolution should consider these generic conventions yet also complement a competition submission.