Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
1 of 20
CHASE VODKA REBRAND
RUPI DOSANJH
DESIGN STRATEGY
1/12/2011
2 of 20
THE CONTEXT
William Chase, Entrepreneur
Potatoes gathered
Mashed
Fermentation Finishing & Stripping
Bottling
3 of 20
THE CONTEXT
SPIRIT & LIQUEURS MARKET IS WORTH £8.2mil.
VODKA ACCOUNTS FOR 32.4% OF THE ENTIRE MARKET.
(Keynote 201...
4 of 20
THE BRIEF
SOLD FOR £40mil!
RENAME THE
VODKA!
OR NO DEAL!
“You don’t want a premium drink associated with snacks.
Y...
5 of 20
REPOSITION THE BRAND
6 of 20
HOW?
WHY? (USPS)
250 POTATOES TO MAKE 1 BOTTLE OF CHASE
‘EXPENSIVE & LABOURIOUS’ PRODUCTION METHODS USED THAN MASS...
7 of 20
WHO?
8 of 20
WHY THE URBAN TYPES?
£££££’S! £25K A YEAR
UNDER EXPOSED NICHE BRANDS
PRODUCTS WITH STORIES
ENJOY THE FRUITS OF THE...
9 of 20
DESIGN STRATEGY
Innovation + Technology + R & D = Product (sorted!)
Yes, but also need a good Brand Strategy to PU...
10 of 20
BRAND VALUES
‘Quality Produce’ (Chase Distillery 2010)
The company is proud to emphasize the raw
materials used t...
11 of 20
DESIGN AUDIT
WHY?
Deconstruct the product & see if brand values have been achieved
12 of 20
SAMPLE
Chase Vodka Gift Pack
£45
70cl bottle
13 of 20
DESIGN LAYERS ANALYSIS
GIFT BAG
14 of 20
DESIGN LAYERS ANALYSIS
GIFT BOX
15 of 20
DESIGN LAYERS ANALYSIS
BOTTLE
16 of 20
DESIGN LAYERS ANALYSIS
TAG
17 of 20
DESIGN LAYERS CONCLUSION
HAVE THEY BEEN ACHIEVED?
18 of 20
THE RESULTS
WINNER OF WORLD SPIRIT AWARDS 2010
EXPANDED PRODUCT RANGE
INCREASED OUTPUT FROM 5,000 TO 25,000 BOTTL...
19 of 20
REFERENCES
Borja de Mozota, B. (2003). Design Management: Using design to build brand value and corporate
innovat...
20 of 20
ANY QUESTIONS
OR QUERIES?
Upcoming SlideShare
Loading in …5
×

Chase Vodka Pecha Kucha Presentation

795 views

Published on

Presentation was part of the Design Strategy module for MA Design Management 2012

  • Hi Rupi :)
    after all this years, I still think it's a neat, but pretty insightful presentation! ;-)
    how are you doing lately?
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • 3. 3 of 20 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

    Meant to be £8.2 billion
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Chase Vodka Pecha Kucha Presentation

  1. 1. 1 of 20 CHASE VODKA REBRAND RUPI DOSANJH DESIGN STRATEGY 1/12/2011
  2. 2. 2 of 20 THE CONTEXT William Chase, Entrepreneur Potatoes gathered Mashed Fermentation Finishing & Stripping Bottling
  3. 3. 3 of 20 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
  4. 4. 4 of 20 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)
  5. 5. 5 of 20 REPOSITION THE BRAND
  6. 6. 6 of 20 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!
  7. 7. 7 of 20 WHO?
  8. 8. 8 of 20 WHY THE URBAN TYPES? £££££’S! £25K A YEAR UNDER EXPOSED NICHE BRANDS PRODUCTS WITH STORIES ENJOY THE FRUITS OF THEIR LABOUR
  9. 9. 9 of 20 DESIGN STRATEGY Innovation + Technology + R & D = Product (sorted!) Yes, but also need a good Brand Strategy to PUSH SALES!
  10. 10. 10 of 20 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.
  11. 11. 11 of 20 DESIGN AUDIT WHY? Deconstruct the product & see if brand values have been achieved
  12. 12. 12 of 20 SAMPLE Chase Vodka Gift Pack £45 70cl bottle
  13. 13. 13 of 20 DESIGN LAYERS ANALYSIS GIFT BAG
  14. 14. 14 of 20 DESIGN LAYERS ANALYSIS GIFT BOX
  15. 15. 15 of 20 DESIGN LAYERS ANALYSIS BOTTLE
  16. 16. 16 of 20 DESIGN LAYERS ANALYSIS TAG
  17. 17. 17 of 20 DESIGN LAYERS CONCLUSION HAVE THEY BEEN ACHIEVED?
  18. 18. 18 of 20 THE RESULTS WINNER OF WORLD SPIRIT AWARDS 2010 EXPANDED PRODUCT RANGE INCREASED OUTPUT FROM 5,000 TO 25,000 BOTTLES EXPANDED INTO GLOBAL MARKET (USA, UAE, BRAZIL & CHINA)
  19. 19. 19 of 20 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
  20. 20. 20 of 20 ANY QUESTIONS OR QUERIES?

×