A Postcard for a Modern Gin Brand
My first thought when tasked with designing a direct mail postcard was quick and blunt - do people even check their mail anymore?
So much of our communication goes through email. People living in rentals are inundated with junk mail addressed to past residents and it just winds up unopened in the trash.
What could I design to break that sad life cycle?
I wanted to use a large photo or artwork of some kind on the front to spark curiosity and keep the branding points subtle, something that didn't scream 'advertisement' and could be saved and stuck on a refrigerator.
The postcard is designed to the specs of a USPS deluxe postcard, 6x9 inches. When mixed in with other mail this size will stick out against both regular sized envelopes and standard postcards.
The outlined text running behind the images lists the botanical blend that Ethereal Gin uses, a selling point that sets them apart from other brands on the market and something that they want to emphasize as a point of difference.
Design elements on the postcard and throughout the overall branding are inspired by midcentury European design. Gin was the most popular spirit in the United States during the 1950s and 60s and it has enjoyed popularity in Europe since the mid-15th century. I wanted to link this history through the design style and overall aesthetic.
The back of the postcard shows a shot of the product in action and display's the company's branded type mark along with a quick description.
The postcard is designed with two calls to action that work in physical and digital spaces. First, the postcard prompts users to visit the brand's website and social media channels. It incentivizes this with a coupon and a low effort entry through a QR code. After this, the postcard activates the customer to look for Ethereal Gin at their local liquor store once they see online where it is in stock near them.
In addition to being part of a direct mail marketing campaign, the postcard could also be displayed and handed out at food and drink festivals or other marketing events.