Adrian Curelea Memo

To: Beyond Design

From: Adrian Curelea     

Subject: pink elephant microbrewary design concepts

Date: 7^TH February 2012

                          

SITUATION

I am pleased to offer this response to the Beyond Design group in regards the Pink Elephant Microbrewery Request for Proposal – Graphic Design Contract.

My proposal meets the requirements set by the Request for Proposal and is effective from February 7, 2011 until March 20, 2011.

      The Pink Elephant brewery location in Blenheim, New Zeeland is in close proximity to the large cities of Nelson, Christchurch and Wellington. This attribute is of great importance because of the large consumption of beer in the near metropolitan areas. The brand has received numerous awards in New Zeeland while 2 of its beers were featured in the renowned “500 of the world’s greatest beers”.

The high quality ingredients of top fermenting ale yeast, mineral adjusted water, whole hop flowers and malt from around the world makes Pink Elephant of the most enjoyed beers in New Zeeland.

The brewery has established brand awareness which can be built upon and has developed high interest among New Zeeland’s retailers. Beer consumption is overwhelmingly male-dominated, 21 years of age and up, with men accounting for more than 80% of the volume consumed.

Currently, the lack of creative design in the brand as well as advertising and an updated website pose major threats to the company.

The client has requested new graphic designs and a variety of marketing materials for its ales including bottle and beer glass graphics and handle designs for the draft pump.

The team efforts should be concentrated on the client’s needs. The process of rebranding should begin with multiple concepts and designs in order to achieve a stronger logo brand. This logo will be featured on the beer glass graphics and the draft pump handles as well as the billboard ads. The team will also create billboard ads, in-store banners, merchandise design and a new website.  Equally important is the redesign of its two most enjoyed range of beers, the Pink Elephant Mammoth Ale and the Golden Tusk Special.

CONCEPT

Upon review of the Request for Proposal, I have developed a new graphics for the 355 ml bottle, beer glass, merchandise design, beer draft pump handles, billboard and a in-store ad.

CONCEPT ANALYSIS

-       The 355 ml bottle logo

      The logo has been specially developed to communicate and reinforce the brand’s authenticity, heritage and brewing quality.  The logo may be applied in merchandise, packaging, communication and sponsorships. The color of the type was chose to be white to symbolize the purity of the brand. This type lies on a black background and symbolized the sophistication involved in the production of the beer. The hand-drawn elephant logo was designed to be distinctive and placed in the center in a way that reflects the tradition standing behind the product. The pink ellipse surrounding the character brings emphasis to the character. The fonts “Baskerville” and “Sans Gill” are fit because are simple but traditional but demand attention from your customers and allows him or her to focus on the more important things.
This attention to detail is important, as it indicates the value placed on your customers, as it in it is part of the product we’re selling to the customers.

-       The Beer Glass

The beer glass is a great promotional tool for the brewery and also a complement to the different styles of Pink Elephant beers which enhances the aromatic flavors. The glass is simple and contains the Pink Elephant logo in the center.

-       Merchendise

Let’s provide beer lovers with the best selection of the Pink Elephant beer related merchandise available!  T-Shirts, Caps and Iphone Apps and everything in the middle can be made available.

-       Beer draft pump handles

The elephant trumpet style handle, is one of the most original beer handles ever. It will capture the imagination of the draught beer dispense market year in year out and could quickly establish itself to be the number one handle around.

CONCLUSION

With the help of the creative design team, Pink Elephant will be able to advertise itself to the proper target market through a variety of marketing tools as well as a brand new logo which will embrace the whole range of Pink Elephant beers. A website will transform this brand into a internationally known beer. Success is guaranteed with the above recipe.