Sara Morris Memo

Memorandum

To:  Beyond Design

From: Sara Morris

Subject: Pink Elephant Brewery Re-Design

Date:  7^th  February 2012

Situation

As requested, this memorandum addresses the services required to produce new packaging graphics for the Pink Elephant Brewery. The Pink Elephant Brewery is based out of Blenheim, New Zealand- the most populated part of the Marlborough region. Founded in 1990 by Roger Pink, Pink Elephant has been devoted to making quality beer “by beer lovers, for beer lovers.” That being said, they need products to reflect the quality ingredients and traditional value they hold. I will be creating promotional products/packages that will draw a customer’s attention, and wow the loyal customers. Promotional posters, coasters, and beer taps are a great way to create intrigue for first-time customers, but will maintain the same sense of pride and tradition for the rest. I believe that a new refreshing logo will fill the clients needs, and as a team we will create something modern and flavourful - just like the beer they brew.

Concept

Please view attached document with rough sketches of my concept design. 

Concept Analysis

My first concept is a new brand logo. I chose something simple and sleek. My first change was the elephants trunk in the original design (its hanging down); if the trunk is pointed up it’s a sign of good luck. My second thought was to chose two (2) colours for the logo, and to make sure there was enough contrast so that if the logo were in grayscale you wouldn’t loose any detail. I’ve sketched a few styles of elephant that I want to use, I want it to be a clean design but I do not want it to be bland. I have added some crests, arches, and scrolls to enforce the traditional values. 

Once the main logo was designed, the products would be a little easier to design. The pint glass design has the logo on the front, either a frosted-glass style finish on the logo only or a metal plate that is secured on the glass. I designed a few glasses because people (especially customers) love options. My first glass is a beer mug somewhat shaped as the head of an elephant, and the tusks of the elephant are used as handles. The next design is similar, however I removed the tusks and used the trunk as a handle.

I have also design the packaging for a six pack of beer. This is a crucial part of the marketing tactics, customers will browse the beer store looking for something new to try. For this approach I strayed away from how I designed the logo, the logo is still the same but there is more colour. I wanted something to stand out off the shelf, and maintain a level of unity throughout the package. As well as the box itself, I also designed a promotional offer to go inside the box (ex. T-shirt, keychain, and bottle opener).

Conclusion

In conclusion, my concept designs reflect solidly on the values of the Pink Elephant Brewery. With the Pink Elephant Brewery being located in a heavily populated area, proper marketing and branding are required to make the sales deserved to the company. Pink Elephant Brewery has won numerous awards for best tasting beer, so their branding should reflect that pride. In order to create a strong identity you need to create an equally strong brand identity. In this scenario, these designs were made by beer lovers, for beer lovers.

Concepts