Artisan Drinks - Concept feedback

07.03.2019

I used this crit today to talk about the concept rather than the design style because the design style will be developed once the concept is fully confirmed and developed. I spoke about the initial ideas I had had and then lead to the idea of compliments and lifting spirits. I discussed the situations that I identified someone to have a drink - especially ones with a mixer - and what socially they would be feeling. The idea of being in these social situations to lift your spirits and essentially improve your day through social interaction lead to the idea of using compliments as part of the campaign. 

The feedback from the group was positive in regards to this idea and they said that one way it could become more of an intelligent concept would be to link it to the drink and use adjectives that could be used to compliment the person but then also link back to the drink e.g. bubbly, sweet, fizzy. This would bring the concept together and the Artisan Drinks Company would see the relevance to be much stronger and representative of the drinks better than just another campaign that makes people feel better.

The idea to then take the text based print campaign to an interactive level by developing something that could be used in a bar - an environment where the mixers will most likely be used - received a lot of positive feedback. I spoke about maybe taking the compliments from the campaigns but turning them into conversation starters rather than statements could be a good way to push the campaign even further. 

Examples

you look ‘bubbly’

you’re so sweet

you’re so fruity 

we go well together 

Reflection 

• research adjectives for drinks tastes, qualities, appearances etc.
• work on copy
• make sure the adjectives can easily be associated to a drink 
• research the interactive element of the campaign 
• develop consistency