A packaging collection in response to a brief from Greenall's Gin, which asked for an outcome that brought to life a 'quintessential British moment' in a contemporary way.
Background
The response to the brief focussed on the British societal trait of ‘reflex negative politeness'. Negative politeness is a strategy that avoids giving offense by showing deference, as it presumes the speaker will be imposing on the hearer. Societies which adopt these strategies place an emphasis on privacy, personal autonomy and lack of imposition through emotional distance and avoidance of direct requests. As a consequence Brits may use the word 'sorry' more often than other cultures, to the extent that it becomes an all purpose word with a wide variety of meanings aside from its original definition. The outcome takes on a satirical approach, examining how this trait has become a quintessential part of Britain's cultural brand. This is mirrored in a packaging collection, featuring a box and bottle wrap that displays various definitions of this 'British Sorry' in a dictionary style layout. Accompanying cocktail recipe booklet and coasters encourage the user to have a Greenall's and share their own 'British Sorry' on social media.
The response to the brief focussed on the British societal trait of ‘reflex negative politeness'. Negative politeness is a strategy that avoids giving offense by showing deference, as it presumes the speaker will be imposing on the hearer. Societies which adopt these strategies place an emphasis on privacy, personal autonomy and lack of imposition through emotional distance and avoidance of direct requests. As a consequence Brits may use the word 'sorry' more often than other cultures, to the extent that it becomes an all purpose word with a wide variety of meanings aside from its original definition. The outcome takes on a satirical approach, examining how this trait has become a quintessential part of Britain's cultural brand. This is mirrored in a packaging collection, featuring a box and bottle wrap that displays various definitions of this 'British Sorry' in a dictionary style layout. Accompanying cocktail recipe booklet and coasters encourage the user to have a Greenall's and share their own 'British Sorry' on social media.
Job Role
Student (BA)
Student (BA)
Sector
Food & Drink
Food & Drink
Design Services
Artworking, Brand Implementation, Marketing, Packaging Design, Print
Artworking, Brand Implementation, Marketing, Packaging Design, Print
