Reinforcing the Brand: Initial Research
February 11, 2014 § Leave a comment
Thinking & Practice
So as stated previously, I chose to do this project based on the French vodka brand Ciroc. I gathered together some initial thoughts and ideas about the brand identity.
Here I took some photos of bottles of alcohol and aftershave. Although we are not actually designing the bottle it was interesting to look at them to get an idea of identity. What I found interesting was how some bottles of aftershave actually resembled existing alcohol brands, for example the Burberry bottle (bottom left) has the same frosted glass and similar shape to the Grey Goose bottle (top right) and the lid of the Next fragrance (bottom right) resembles that of a Dissaronno bottle.
Here I have visualised some of the core brand values of Ciroc. One of the main things it sells itself on is celebrity endorsement. Hip-Hop producer P-Diddy is the spokesperson for the brand and gets 50% of all profits made by the brand. He also features in some of the advertisements for the vodka. The brand also features heavily in lyrics by various Hip-Hop artists, Rick Ross is one example. The brand distinguishes itself from other vodka brands by emphasising the five-time distillation and the fact that is is produced from grapes (in particullar Mauzac Blanc grapes from the Gaillac region of France) not potatoes. There is a large social media integration and awareness of consumer motives – naturally the brand has nightlife connotations.
The brand was endorsed further during the turn of the year in 2013 when many celebrities tweeted their fans asking “How are you going to #CirocTheNewYear?” They also targeted large events around the time of New Year such as the ball dropping in Times Square.
Overall the brand has a luxury aspirational element to it, a range of flavours and an array of celebrity endorsements. On my recent visit to New York there were Ciroc advertisements in bar windows, on taxi cabs and billboards. The brand has successfully integrated itself to a very high up and recognisable position within society.