BA (Hons.

) GRAPHIC DESIGN
Module Code Module Title OUGD303 FMP Semester Doc. Code

LEVEL

06

OUGD303

BRIEF 1- D&AD PACKAGING DESIGN BRIEF (DESIGN BRIDGE) Brief Create branding and packaging for a 21st Century Scotch whisky brand that challenges category convention and rituals and appeals to an international female consumer. Background / Considerations The Scotch whisky packaging category is steeped in a rich history of codes and imagery. Almost all of the brands we are familiar with started way back in the 1800s and most still echo that historical period in their physical manifestation. There is an overt theme of masculine prowess, heather and weather, ancient castles and a world of glens and macs of conservative traditions. But what could an authentic, modern Scotch whisky look like in 2012? I want to create a strong conceptual brand that is shown throughout the packaging and promo, The packaging must be innovative exploring creative nets and consumer engagement through promo materials. I plan on using type and pattern together to create the identity of a contrasting contemporary Whisky brand as Whisky brands usually use imagery and brown/ gold colours I want to add colour and vibrance in a sophisticated way that is appropriate to Whisky. Investigating what women drink, what they are usually drawn to, where how they drink all will focus the ideas. Mandatory Requirements -Thorough research of Whisky labels and alcoholic drinks, Luxury labels, packaging, What is contemporary? And what women want? -Packaging for an innovative, new brand that is firmly rooted in the 21st Century, is progressive and challenges the category conventions. Studio Deadline 09/03/12 Deliverables -Branding -Whisky label -Whisky Packaging -Promotional Material such as serviettes, glasses, bottle dispenser.

Module Deadline 29/05/12

This brief should be read in conjunction with the module brief. Please refer to module information at E-STUDIO for module brief, submission deadline, graded outcomes and further reading.