YCN: Scavi & Ray - Brief re-write

YCN: Scavi & Ray 

Issy Tanner and i have decided to work together in a collaboration on the YCN Scavi & Ray Brief. We decided we will begin working on the brief after our dissertation has finished. As a bit of early planning we have decided to re-write the brief and give ourselves a list of things we need to do and research before getting back after christmas. Beginning the research early will allow us to begin designing and developing our concepts straight away.

The Brief : 

Background

Prosecco is an Italian sparkling wine from strictly defined areas north of Venice. Prosecco can’t come from any other country or area – Cava is from Spain and Champagne is from France. Prosecco is only produced in the regions of Veneto and Friuli Venezia Giulia in the hills north of Treviso.

With an attractive pale straw colour and intense fruity aromas, prosecco is light, fresh and very refreshing. There are two main styles of prosecco which are differentiated by carbonation level: ‘frizzante’ is lightly sparkling and ‘spumante’ is a fully sparkling product. The easy-to-drink taste of prosecco also provides the perfect base for refreshing cocktails such as Bellinis.

The prosecco category has grown rapidly in recent years in the UK, with over 50% growth in 2013. Many drinkers now prefer the more refreshing, fruity flavour versus “heavier” champagne products. Prosecco has lightness of taste and personality;
it is fun not pretentious, much more about sociability, style and enjoyment rather than tradition and formal occasions.

So, great products associated with fun and enjoyment are growing very quickly but there’s one question...can you name a prosecco brand?

With your assistance, inspiration and ideas, the answer to this question will be Scavi & Ray Prosecco.

The Brand

• Created by Joe Scavi & Carlucci Ray from the white Glera grapes which are harvested from vines situated in the hills of the Veneto area.

• All Scavi & Ray Prosecco is developed and approved by Marcus Del Monego, the first person to hold the titles of Sommelier World Champion & Master of Wine.

• In his tasting notes, Marcus describes the Scavi & Ray prosecco as a fresh and delicate fruity aroma with a lively sparkle, golden colour and dry finish. The perfect serving temperature is between 8-10 degrees.

• The Scavi & Ray range includes Prosecco, Rosato (rose) & Hugo (prosecco & elderflower cocktail) and is available in 750ml and 200ml piccolo bottles.

• Scavi & Ray is a successful international brand enjoyed in the finest hotels including the Armani in Dubai and premium clubs and bars in Berlin, New York and London including Mahiki, Whisky Mist and The Criterion.

• The Scavi & Ray brand has a love of creativity, fashion and design. The brand is now the official partner of London Fashion Week & Weekend and has partnerships with Berlin & Amsterdam Fashion shows.

• Further partnerships with designers have produced stunning limited edition bottles such as the WREQ London lifestyle bottle (see attachment for fashion partnerships).

The Creative Challenge

We would like you to create a campaign which raises awareness of Scavi & Ray,
the UK’s first premium prosecco brand. The focus should be on fashion and design. The target market is females who enjoy life and have a good group of friends. For them, bubbles aren’t only for birthdays – a glass of prosecco is top of the wish list after a busy week. They love life, fashion and getting together with friends. You are free to consider any medium, or combination or media, that you feel will be the most effective.

We are looking for a Scavi & Ray above the line campaign which grabs the attention of our target market. Feel free to consider how pack designs (which bring to life Scavi & Ray’s fashion partnerships) may feature within such a campaign, given the recent success of such executions and customers’ positive response to them. A short, memorable tagline would be nice too; so carefully consider language within your campaign.

The best ideas will be featured in Scavi & Ray’s September 2015 London Fashion Week activity.

Mandatories

Our logo and brand guidelines must be used and adhered to. They can be found in the accompanying Project Pack, as can Scavi & Ray pack shots, examples of previous fashion bottle partnerships, and the Scavi & Ray typeface (Sackers Gothic Medium).

Re-Write: 

To start re-writing the brief Issy and i decided we would go through the brief and circle all the words that were relevant to what might influence our design and what stood out to us. We realised how the brief was basically aimed at us at target audience and we are to create a campaign to raise awareness of the brand. 

We made a list of things we needed to look at and produce research for:

- Go through the brief guidelines.

- General Research

- Brand Research

- Prosecco existing packaging and bottle research high end/own brands

- Bottle product and packaging

- Existing campaign & events.

- Target Audience

Issy and i have already come up with a concept around the idea of an event to promote the brand we will look into this more and build on this idea.