ELDERFLOWER

CORDIAL

REBRAND / ADVERTISEMENT CAMPAIGN

Anne-Kristin Breit | Designer annekristinbreit@gmail.com

Product Description

Crafted from handpicked elderflowers and fresh lemon juice, Belvoir’s elderflower cordial adds the perfect blend of sophistication and refreshment into all your events. Its beautiful floral taste comes to life when mixed with sparkling water, tonic or made into mocktails and cocktails.

Belvoir is a UK based company that has grown from selling 1056 bottles of Elderflower Cordial in 1984 to now selling 27 million bottles annually with exports over all the world. For this project, I only focus on Elderflower Cordial, the flagship flavour for the company. It started selling in Australia in 2018.

USP: Fresh Flowers, Fresh Lemon Juice, No Preservatives

Brand SMP: Bringing People Together

SMP: The perfect guest for all your events.

PROJECT

PACKAGING - BEFORE AND AFTER

In my research, I've noticed that there is a new market emerging for high-quality non-alcoholic drinks and millennials are the driving force behind it. They pursue a healthy lifestyle and want a high-quality product. Based on this research I was seeking to elevate this product into this category of drinks. Elderflower cordial is a very versatile cordial but has high quality. It is the lowest in sugar and with no preservatives added it stands out among cordials. This cordial can serve at a beautiful summer picnic or at a very formal festive event. It brings sophistication into everything. It also makes the perfect gift. For this reason, I have also created a second packaging which will be sold as a "gift edition". These gift editions will be available at Market stands and at seasonal events at the supermarket.

The problems I wanted to address through this rebrand:

The Label was hard to read and therefore did not stand out in the Supermarket Shelf
Elevate the product, as it is a high-quality product
Bring awareness to the flavour, what it is and how it can be used

BEFORE

AFTER - PACKAGING ONE

AFTER - PACKAGING TWO - GIFT EDITION

PROCESS

The process of this rebrand started with a lot of research into the brand, the company, industry projects, as well as users and target audience. This process of research gave me a strong foundation for where to go with this rebrand. It showed me that there is an increasing trend into high quality, non-alcoholic drinks that give you the lifestyle that you enjoy with wines or cocktails, but without the consequences of alcohol influence. This trend is mainly driven by millenials who are more health conscious, as well as expectant of high quality. Elderflower Cordial is a perfect cordial for this niche. Based on this, I've decided to make elderflower cordial more elegant and sophisticated looking, matching the high quality product that it is, with an elegant aesthetic. I have kept handwritten script for the Logo and for accented words to bring in a more human side into the rebrand, while making it more readable, clean and sophisticated.

Establishing my market strategy plan, media plan and social media plan help informed me in where I am taking my advertisement and promotion, giving me essential skills for the future.

Original Logo

New Logo

Marketing Plan_Page 14 updated.pdf

ADVERTISEMENT MOCKUPS

"The Perfect Guest" Campaign

Besides the general multi-media marketing strategy, which includes Print Ad's, Billboards, TV Ads, Point of Sales, etc. I've also identified three other marketing strategies that are applicable for my product and which I've sought to include in my deliverables.

Content Marketing

To bring in educational information about Elderflower, its health benefits and what can be done with it. For this purpose, I've created a google site with information that is accessible through the scanned QR Codes. These QR Codes are embedded in my Point of Sales - the Shelf Banner and the Bottle Tag's.

Social Media Strategy

My social media strategy consist of weekly posts about mocktail/cocktail recipes, getting people excited about how Elderflower Cordial can be used. It will also have weekly fun facts and information about Elderflower, as well as announcements on which Markets it will be presented and available. I would hope to generate some photo competitions to start creating community around this drink.

Event Marketing

The Event strategy is centred around Taste Stands. As this is a relatively new flavour to Australia it is important for people to have the opportunity to taste the product to get more interested. These Taste Stands will be set up at Grocery stores and in Community Markets, like Freo Markets, Twilight Hawkers Market, etc.

My Social Media choices have been Instagram, Facebook and YouTube for videos. Both Instagram and Facebook are being used by millennials, giving a wide platform to reach people. The focus of my social media will be Elderflower Cordial Recipes and Elderflower Information with Fun Facts about product and company. I will include running photo competitions around my Advertisement Campaign "The Perfect Guest" to create community and continue to raise awareness how this product bring high-quality into every event.

"The Perfect Guest for all your events" speaks to the versatility of Elderflower Cordial. Whether for a Summer Picnic, at home with friends, a wedding, or other formal events, Elderflower Cordial fits into every setting, bringing sophistication and refreshment. The process of coming up with the slogan and Campaign name has taught me many things and once i've got it I was able to roll it out very quickly into different formats.

Magazine Ad to be displayed at Woolworth and Coles Magazines, as well as other Food Magazines.

Shelf Banner to be displayed in the Grocery store as a Point of Sale.

Taste Stand to be set up at the entrance of the Grocery store, as well as in Markets

Billboard at a Train station. Lots of people transit through the Train station which makes having a Billboard there very effective.

Merchandise to be sold alongside the purchase of Elderflower Cordial, especially at Markets.

MOTION GRAPHIC

TVC 1_Final 1.mp4

Music by Zenya Augustin, Audio Student

Contact Details

EMAIL: zenya.artista@gmail.com

SOCIALS: https://soundcloud.com/zenya-augustin/sets/zenya

PREVIOUS WORK

By Anne-Kristin Breit

Portfolio

Magazine Cover | Aug 2020

Magazine Pages | Aug 2020

Magazine Page Example | Aug 2020

In this 32 pages Magazine, I explored the problem of "Urban Loneliness" and ways to overcome it. I focused on stories from cities around the world, where people use creative ways to build community and draw attention to the need of the community. The hope through this magazine is to bring hope, as well as creative solutions.

Amsterdam City Map | Sep 2020

Perth City Map | June 2020

Melbourne City Map | Nov 2019

Over the years, I have created a set of City Maps, that I am making available for purchase. It started with Cities that I have worked in over the years and has extended now to other cities per requests of friends. All maps can be viewed in my portfolio.

Maps that are already created: Berlin, Perth, Melbourne, Amsterdam, London, Manila, Mexico City, Durban, Kolkata, Cairo, Jakarta, Hyderabad, Toledo, Albany, Poole, Chicago

"Come Alive" Campaign Posters and Motion Graphic

Synopsis

Collectively, as people, we have come through a difficult year. In every season of the year, challenges needed to be met with flexibility, adaptability and patience. We were all impacted, Individuals, Families, Communities, and the World. However, in the midst of it, new things emerged. We found new ways to connect, new ways to educate, new creativity and innovations, as well as a gratefulness for what we have. With these images, I reflect on this year through different layers of meaning. The number of Spheres stands for us as Individuals, Families, Communities, and the World, while the colours represent the different seasons of the year. It wasn't a short season of difficulties, but an extended one. The butterflies stand for the new life and the new, positive things we can take into the next season.