Craft Gin Branding,Packaging Design & Campaign _GIN ń RASIE
THE BRIEF
The task is to create a unique craft gin brand targeting Afrikaans-speaking individuals. The brand aims to provide social, political, and cultural commentary on South African society through satire, and parody. The focus is on designing three craft gins, each with distinct flavours, all aligned with the overarching theme of expressing commentary in Afrikaans. The packaging and accompanying copy are expected to reflect this sharp and witty conceptual framework.
Gin ń Rasie brand guide (page 2 -3) mock-up
Gin ń Rasie brand guide (page 1 -2) flat design
Gin ń Rasie brand guide (page 3) flat design
Gin ń Rasie brand guide (page 4-5) flat design
Gin ń Rasie brand guide (page 6-7) flat design
Gin ń Rasie brand guide (page 5 -6) mock-up
Gin ń Rasie brand guide (page 8 -9) mock-up
Gin ń Rasie brand guide (page 10 -11) flat design
Gin ń Rasie brand guide (page 12 -13) mock-up
Gin ń Rasie brand guide (page 12 -13) flat design
THE CONTEXT
The project delves into the realm of Cultural Feminism, with a particular focus on Afrikaner identity and the woman's role within it. It draws inspiration from the concept of the "Volksmoeder," which encapsulates the etiquette and norms associated with women in South Africa. This brand seeks to celebrate the historical significance of the Volksmoeder while recognizing the evolving roles and influences of women. It takes a multi-generational approach, highlighting the different stages of a woman's life from the youth to the elderly, thus encompassing the complete spectrum of Afrikaner female identity. Furthermore, the project context acknowledges the phenomenon of language mixing, emphasizing its role in reflecting shifting dynamics within Afrikaans society. The older generations play a pivotal role in passing on Afrikaans, much like they teach etiquette and norms to the next generations, recognizing the dynamic and evolving nature of language while preserving its richness in contemporary contexts. This context shapes the project's narrative and design elements, portraying the essence of Afrikaner women's evolution and their language heritage.
Billboard mock-ups of all the flavours gin
"Sarie se Somer" billboard flat design
"Hanli se Herfs" billboard flat design
"Lia se Lente" billboard flat design
Gin ń Rasie gin bottle label flat design for each flavour
"Sarie se Somer" packaging pack-shots
"Sarie se Somer" packaging flat design
"Hanli se Herfs" packaging pack-shots
"Hanli se Herfs" packaging flat design
"Lia se Lente" packaging pack-shots
"Lia se Lente" packaging flat design
THE CLIENT, AUDIENCE AND COMMUNICATION GOAL
The client, a forthcoming craft gin brand, aims to celebrate and preserve Afrikaner culture and heritage. The target audience includes individuals of legal drinking age with a deep connection to Afrikaner culture, valuing their heritage, feminine empowerment, tradition, and innovation. The project's communication goal is to infuse Afrikaner cultural heritage into branding and packaging while making it relevant to a contemporary audience, striking a balance between tradition and evolving ethical standards to resonate with a diverse and modern audience.
Gin ń Rasie package content overview pack-shot. Each package includes: 500ml gin, 200ml tonic and four different dried botanicals
THE CREATIVE STRATEGY
The creative strategy aims to explore diverse aspects of Afrikaans womanhood, highlighting the evolving roles of women while honouring cultural heritage. It encourages modern women to embrace their roots and older generations to celebrate the progress of women in society. The strategy evokes nostalgia and growth, promoting a return to Afrikaner origin without being bound by tradition, and fostering mutual support among women. It uses "suiwer Afrikaans" to symbolize the purity of womanhood and incorporates generations of Afrikaans to showcase women's adaptability. Drawing from the theory of the "Volksmoeder" and generations (ages 18-29, 30-49, and 50-60), it depicts the identity of Afrikaner women. It also addresses language mixing, stemming from the decline of Afrikaans, emphasizing older women's role in passing on language, etiquette, and norms to future generations while adapting to the new.
"Sarie se Somer" gin and tonic pack-shot
"Hanli se Herfs" gin and tonic pack-shot
"Lia se Lente" gin and tonic pack-shot
THE CONCEPT
The concept for this craft gin brand is a blend of traditional and contemporary elements of Afrikaner culture and the evolution of women in society stemming from the "Volksmoeder" ideology. The Afrikaans idiom "die appel val nie ver van die boom af nie" is central, signifying a connection to the language's origins and the intergenerational link between the generations. The concept emphasizes humour and education through gin flavours, celebrating women's evolution while staying rooted in their culture. The three gin flavours, "Sarie se Somer," "Hanli se Herfs," and "Lia se Lente," represent different generations, their etiquette, and the seasons of their lives.
Gin ń Rasie mobile website mock-ups
THE MEDIA & VISUAL STRATEGY
The media and visual strategy for this project adopts an integrated approach to convey the brand concept, beginning with billboards that introduce "Gin 'n RASIE" and its unique gin flavours. The campaign then transitions to a website, for consumers and offering insights into the brand's narrative and the gin flavours. Finally, the packaging serves as an informational medium, enriching the consumer's understanding of the product and brand. The project's visual elements incorporate a monochromatic design approach and semiotics theory to convey meaning through symbolism. The colour palette reflects the flavour profiles of summer, autumn, and spring, while a brand guide ensures visual consistency. The selection of this visual language mirrors the project's concept of generational differences in language and etiquette, allowing the brand to connect various generations while honouring their heritage.
