About the design...
Q. Why did you design it this way?
A. Fever-Tree is known for presenting itself using premiumnisation, making their products make more luxurious and expensive than they actually are due to them being the market leaders, appealing more to an older clientele. This is seen from them also creating concessions in department stores such as John Lewis and Selfridges, when their products are also readily available to buy in supermarkets. As gin drinking is becoming very popular, and especially due to more people crafting and mixing drinks at home due to the closure of hospitality venues in COVID-19, ‘Taste the Tonic’ creates an experience where customers can learn how to make the perfect drink at home, understanding what spirits can be paired with each mixer and what garnishing is best to finish off the drink, creating a learning platform. By striping back the common elegant persona, the brand normally portrays for a more fresh and light aesthetic allows the brand to reach a potentially younger audience, that may otherwise be deterred normally from a more premium look. It also portrays the new low-calorie range better due to the freshness of it, as the rich colours commonly used would contrast the product being sold.
Q. Who is it targeted at?
A. This pop-up shop is targeted at a slightly younger audience than Fever-Tree currently markets at. It aims to attracted female customers from 18+, as whilst the refreshing design of the pop-up will appeal to the younger market of 18–35-year-olds, the brand image will inevitably attract its existing older market, this is also promoted through its use of advertising. Due to the intended target market being fairly young, either being a student, taking an educational break or starting out work, the existing luxury front normally portrayed would not appeal to them, hence the shift in design aesthetic to create a pastel and fresh theme. This also prompted the development of some of the more literal and comical parts of the design such as the oversized bottles and cardboard box structure. As gin is predominantly seen as a feminine drink, this store also does not actively seek out male footfall.
Q. What type of stores would it go in?
A. The pop-up store intends to create a tour around the UK, visiting the largest cities, being constructed in open space in large shopping centres as this location will attract the intended audience most. It will stay in place for a minimum of 2 days, with more popular places holding it for up to 4 days before it travels to the next location. The location and time will be advertised on all Fever-Tree social media platforms as well as sponsored posts, whilst it will be physically promoted throughout the chosen cities on bus stops, billboards and within the shopping centres themselves. When the pop-up is open, window stickers on entrances and vinyl floor signage will be applied to direct customers to the space.