Target Audience

The target audience of Elemental Gin is men aged 55-65. They have at least a master’s degree, if not a doctorate degree, in the STEM field or the business field. He is the CEO of a major company, a retired college chemistry professor, or a doctor with an annual income of $200,000+. Every Saturday morning he likes to play golf with his buddies at the local country club. Additionally, he enjoys taking his wife out to fancy dinners every Saturday night in their Audi sports car. He enjoys spending his money on his favorite red wines and single malt whiskeys. He spends hours researching and tasting his liquors before he makes a purchase: he considers himself a liquor connoisseur. Once he decides on a bottle, he and his wife like to sit in their wine cellar and sip on their new purchase. Lastly, this man is very philanthropic. He’s passionate about giving back and supporting the organizations that helped him get to where he is today.

About the Product

Elemental Gin is a status symbol. The overall essence of the product line represents exclusivity and eliteness. ­­­To enforce this tone, I focused my design around the “less is more” mentality. Minimalistic designs have more of an exclusive feel. The fewer text and visuals that are present, the more “high-end” vibe the product will emanate. Keeping my older target audience in mind, they don’t need all the bells and whistles in terms of the amount of text and visuals in the design: they are drawn to more simplistic designs. The vibe of the product line is formal, classy, and pristine. It gives off an elitist, yet sophisticated attitude. What makes Elemental Gin special is its strong brand identity that’s centered around chemistry. The ideal target audience for this brand will be excited and intrigued over this product as there are no other gin brands that are centered around chemistry. Its distinguishing characteristics are its muted, lime green, ombre background and the product’s perfect balance of intricate, yet minimalistic, hexagonal patterns.

About the Design

Organic chemistry focuses on the study of the structure, properties and reactions of organic compounds. This is a topic that most consumers may be unaware of or have a very limited knowledge of. However, I’m sure that most consumers have heard of “chemistry.” They at least know that chemistry is a branch of science that focuses on the chemical makeup of things. To ensure that my products reference chemistry enough for any eye to understand, I made my product line a muted, lime green color. More than any other color, I associate green with science. Primarily on the sides of my box packaging (referenced more subtly on the fronts of my products), I included a mass of hexagonal shapes to reference organic molecules. What differentiates these shapes from looking like their more “well-known” counterpart, honeycombs, are the color (green as opposed to yellow/gold), the orientation of the hexagons, and the additional features on the hexagons that honeycombs don't have: (1) the inclusion of three interior lines within some of the hexagons, on alternating sides and (2) the inclusion of two lines protruding from some of the hexagons. While I won’t go into detail explaining specifically what these elements mean in organic chemistry, these specific characteristics help to solidify my chemistry brand identity, eliminating any uncertainty that these patterns look like honeycombs.

See the full creative brief of Elemental Gin here.