TANQUERAY TEN THIRD SPACE
So the question was, where do you start when designing a solution for a brand experience for Tanqueray no. 10 a premium Gin? An experience that will take the essence of the band and conveys the sophistication of the brand.
SKETCH THE BOTTLE
To sketch the bottle is to understand the nuance of detail and design, The inset base with the "lemon squeezer" detailing through to the 360 silver wrap and the cap, the bottle is overflowing with beautiful detailing and elements that can easily be brought forward into a 3dimensional architectural brand experience.
TANQUERAY THE BOTTLE
Interestingly Tanqueray had made life a little easier as the essence of the brand had been captured in the award winning bottle design.
THE EXPERIENCE
What is it to experience a cocktail, how do we create a sensorial experience, one that conveys personal taste and relies on our preferences.
LOOK AND FEEL
The materials chosen were to convey the luxury element to the brand, with a nod to the "deco" era. The fratal element to the bottle with light and the green glass playing a strong part in the design.
SPEED BAR
This sketch illustrates the main bar zone where a "quick"cocktails can be sampled and the range explored. You can see the bottle influence from the heights and datums. the bottle top is expressed in the pelmet and the glass detailing in the counter fronts.
COCTAIL BAR EXPERIENCE
An Experience side to the pop up where a ESG print out of blend preferences is captured, walk away with "your" perfect Cocktail Blend.
Regarding the above sketches, any designer worth their salt should be able to sketch the preliminary sketches. This can then be used as a discussion point for the team, any alterations can be captured and resolved. The sketch can also keep everyone on board with the process, it feels looser and can input can be captured rather than at a later stage where everything is more resolved.
CUSTOMER JOURNEY
EXCITE
Meet and greet zone with walk-through portal creates sense of anticipation. Use of lighting and materials conveys a sense of glamour Journey A or B
EXPLORE
Large format menu graphics entices me in end of the bar with glorifier hero bottle display and more detailed menu which creates shareable moments
EXPERIENCE
Help me choose
wrap around curtain secludes experience and creates a sense of intimacy
cocktail masterclass zone , Learn how to make a Tanqueray cocktail , Experiment and find your ideal combination, use of wearable tech. aids the process
CONNECT
Take your printout to the citrus bar where a brand ambassador mixes the ideal cocktail from the tiny 10 still. A brand wall with with the history of Tanqueray re-enforces the brand story.
ECG EXPERIENCE BAR
SPEED BAR
