Varma Design & Branding A MOST UNUSUAL DRINK by DraftFCB Barcelona

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Industry Gin
Media Design & Branding
Market Spain
Agency DraftFCB Barcelona
Creative Director Baldiri Ros
Art Director Gustavo Benedetto - Gabriel Izquierdo, Luis Eduardo Garcia, Darío Busto, Alejandro Torroba, Miguel Ayala, Diego Rodríguez Fraile, Miguel Martínez Velacoracho
Copywriter Claudia Vicente, Cristina Alonso Del Río, Miguel Dominguez, Elisa Lucía
Account Supervisor Silvia Asensio
Released June 2011

Credits & Description

Category: Promotional Item Design
Advertiser: VARMA
Product/Service: HENDRICK'S
Executive Creative Director: Beto Nahmad (Draftfcb)
Creative Director: Baldiri Ros (Draftfcb)
Head Of Strategy: Manuel López Piñeiro (Draftfcb)
Copywriter: Miguel Domínguez (Draftfcb)
Copywriter: Claudia Vicente (Draftfcb)
Copywriter: Cristina Alonso (Draftfcb)
Copywriter: Elisa Lucía (Draftfcb)
Graphic Designer: Marian De La Fuente (Draftfcb)
Art Director: Luis Eduardo García (Draftfcb)
Art Director: Darío Busto (Draftfcb)
Art Director: Miguel Velacoracho (Draftfcb)
Art Director: Gabriel Izquierdo (Draftfcb)
Art Director: Diego Rodríguez Fraile (Draftfcb)
Art Director: Alejandro Torroba (Draftfcb)
Art Director: Miguel Ayala (Draftfcb)
Account Director: Mar Ortega (Draftfcb)
Account Supervisor: Silvia Asensio (Draftfcb)
Account Executive: Marta De La Torre (Draftfcb)
Account Executive: Cristina Pastor (Draftfcb)
Account Executive: Nuria Pérez (Draftfcb)
Media placement: DIRECT MAILING - 2500 - FEBRUARY 2011
Media placement: DIRECT MAILING - 2500 - APRIL 2011
Media placement: FLYER - 3000 - SEPTEMBER 2011
Media placement: DIRECT MAILING - 2500 - JUNE 2011

Describe the brief from the client
The client’s main objective was for their gin to stand out from all the other gins in a crowded market of alcoholic beverages.

Describe the challenges and key objectives
Creating a brand image to change the way gin is consumed in Spain through the concept ‘The Most Unusual Gin’. Everything that the brand makes and develops must be unusual in all its designs and messages.

Describe how you arrived at the final design
The main design goal is to create a contradictory and extravagant universe of impossible worlds using a Victorian aesthetic.

Give some indication of how successful the outcome was in the market
In no time, Hendricks’s gin has become a mainstream brand positioning itself among the top 10 premium gins and it’s the most known gin among consumers.
We've managed to get a massive amount of people at their unusual parties, as well as a large audience participation on its corporate website and Facebook profile, where there are 2700 fans.