CRAFT GIN CAMPAIGN // BLACKHORSE MORALITY
Black Horse Craft Brewery and Distillery is a small family business, farm and wedding venue situated in Magaliesburg. They established themselves as a specializing Craft Beer Brewery in 2012 and later launched their very own AMBER GIN, called MORALITY conceptualized and inspired by the GIN crisis.
THE BRIEF:We were to choose a existing South African craft gin brand and conceptualize a campaign from the foundation expressing commentary on any social, political or cultural aspect of South African society, in the form of comedy, satire and parody.
BLACKHORSE MORALITY - Limited Edition
South Africa is a divided society. More specifically there’s inequality between social classes within gender and cultural settings. I designed a campaign with a limited edition MORALITY GIN that brings South African Women over all social, economical and cultural classes together.
My focus is mainly placed on a very versatile group of middle and upper class women who shares a love for GIN, its delicious flavors and its rich history.
Social Media Posts | Instagram & Facebook
The Campaign works in association with the "International Women's Forum" and encourages all women of South Africa to break barriers between social classes. GIN can be seen as a part of a social event and therefore the limited GIN should create a platform for women to join a sisterhood and deal with social ills South African women deal with every day.
THE CONCEPT
A conversation topic is started by portraying the significant women who fought for our rights and helped shape the future for the next generation. She shares a subtle but strong topic of conversation towards the consumer. One that can be discussed between friends while enjoying a classy beverage.
The goal of the GIN CAMPAIGN is to commemorate these wonderful and iconic women of South Africa.
BLACKHORSE MORALITY | Bottles each with a branded tot measure and custom "Originality" certificate.
The packaging for the GIN has a feminine appeal with striking colors of soft blue, yellow and pink. On and within each box there’s a pattern and florals resembling the flavor of the GIN.
The three iconic women portrayed is Helen Suzman for the Turkish Rose, Sophia Williams de Bruyn for the Minty Cucumber and Albertina Sisulu for the Rooibos and Honey GIN. Hidden within the florals is a bird, each one unique to the flavor and social ill and acts as a symbol of freedom.
BLACKHORSE MORALITY | Custom GIN cocktail recipes.
BLACKHORSE MORALITY | Posters
The packaging includes a promotional booklet with information about the specific icon, a promotional sisterhood pin women can wear as a symbol of solidarity and it can also act as a ambient design and lastly a suited cocktail recipe for each flavor of GIN. The campaign includes posters that will be static and also ambient.
THANK YOU!
