Exploring an initial aesthetic direction for the drinks umbrella's I was keen to utilise the union jack flag in the brands colour palette as within the brief it is suggested the use of the flag would be preferable as it fits with the recent redesign of the Greenall's bottle and is described as the 'creative epitome of our britishness'. However in developing this concept digitally found it would be difficult to identify and would not sit correctly spread over the form of the umbrella.
Developing the aesthetic further, I experimented wit the use of raindrops taken from the aesthetic of the poster. This created continuity within the campaigns collateral and allowed for a refined aesthetic that isn't too busy for due to the small scale of the umbrella. The greenall's logo features prominently with the campaign developed into a hashtag to increase its social media presence.
The final aesthetic is minimal in its designed components to allow an 'at a glance' understanding of the campaign. The umbrella cleverly links to concepts of brand psychology that will transport a millennial audience back to their childhood, while being playfully appropriate to the concept. The use of the campaign within a hash tag is perfect for its environment in commercial bars as it invites a digital footprint for the campaign, again particularly appropriate to the millennial generation. The prominent feature of the Greenall's logo makes consumers aware of the brand and attributes this to the experience while the consistent aesthetic with the poster reinforcing individual campaign elements.
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