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CHASE VODKA REBRAND

RUPI DOSANJHDESIGN STRATEGY

1/12/2011

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THE CONTEXT

William Chase, Entrepreneur

Potatoes gathered

Mashed

Fermentation Finishing & Stripping

Bottling

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THE CONTEXT

SPIRIT & LIQUEURS MARKET IS WORTH £8.2mil.VODKA ACCOUNTS FOR 32.4% OF THE ENTIRE

MARKET. (Keynote 2010)Vodka getting the Royal Approval from Prince Harry

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THE BRIEF

SOLD FOR £40mil!

RENAME THE VODKA!

OR NO DEAL!

“You don’t want a premium drink associated with snacks. You wouldn’t get a Dom Pérignon coming out of a Hula Hoops factory.” (The Telegraph 2010)

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REPOSITION THE BRAND

PREMIUM

VALUE VODKA

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HOW?

WHY? (USPS)

250 POTATOES TO MAKE 1 BOTTLE OF CHASE

‘EXPENSIVE & LABOURIOUS’ PRODUCTION METHODS USED THAN MASS PRODUCED VODKAS

EVERYTHING IS DONE ON SITE AT THE FARM IN HEREFORDSHIRE

AND, OF COURSE, IT’S THE UK’S ONLY POTATO VODKA!

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WHO?

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WHY THE URBAN TYPES?

£££££’S! £25K A YEAR

UNDER EXPOSED NICHE BRANDS

PRODUCTS WITH STORIES

ENJOY THE FRUITS OF THEIR LABOUR

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DESIGN STRATEGY

Innovation + Technology + R & D = Product (sorted!) Yes, but also need a good Brand Strategy to PUSH SALES!

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BRAND VALUES

‘Quality Produce’ (Chase Distillery 2010)

The company is proud to emphasize the raw materials

used to create their vodka is grown and controlled on

their own farm.

‘Provenance and pedigree’ (Chase Distillery 2010)

It gives the brand an authenticity that conscious, niche

product craving consumers will buy into.

‘Super Premium’ (BBC 2010)

The distillery is placing itself with well-established

competitors such as Belvedere and Grey Goose.

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DESIGN AUDIT

WHY?Deconstruct the product & see if brand values have been achieved

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SAMPLE

Chase Vodka Gift Pack

£45

70cl bottle

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DESIGN LAYERS ANALYSISGIFT BAG

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DESIGN LAYERS ANALYSISGIFT BOX

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DESIGN LAYERS ANALYSISBOTTLE

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DESIGN LAYERS ANALYSISTAG

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DESIGN LAYERS CONCLUSIONHAVE THEY BEEN ACHIEVED?

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THE RESULTSWINNER OF WORLD SPIRIT AWARDS 2010

EXPANDED PRODUCT RANGE

INCREASED OUTPUT FROM 5,000 TO 25,000 BOTTLESEXPANDED INTO GLOBAL MARKET (USA, UAE, BRAZIL & CHINA)

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REFERENCES

Borja de Mozota, B. (2003). Design Management: Using design to build brand value and corporate innovation.

Capstick L 2010, Spirits & Liqueurs Market Report. Keynote [online] Available at: www.keynote.co.uk [Accessed 30th October 2011]

Hurley, J., 2010, Tyrrells entrepreneur targets US with artisan vodka – made from spuds. The Telegraph, [online] 13 July 2010. http://www.telegraph.co.uk/finance/businessclub/7888597/Tyrrells-entrepreneur-targets-US-with-artisan-vodka-made-from-spuds.html)

Mosaic. Available at www.experian.com

Neumeier M, 2007, The Brand Gap, How To Bridge the Distance Between Business Strategy and Design, A Visual Presentation [online] Available at: http://www.slideshare.net/coolstuff/the-brand-gap

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ANY QUESTIONS OR QUERIES?