SAMUEL GORHAM DESIGN
'REAL' EVENT
WITH KOPPARBERG
This project was set by Coley Porter Bell in partnership with Kopparberg cider as part of their Shine Awards 2018. The brief was to develop an idea that could enhance the Kopparberg experience during summer. So, I responded with an event.
‘Real’ is a concept for a series of summer events taking place in various cities across the UK. Stepping back from the party vibes of most summer events, ‘Real’ is all about relaxing, spending time off our technology and interacting with the real world to learn how to make the most of every moment.
Because life is what you make it. Fånga dagen.
For this project I created a custom typeface from the font 'Calibre Bold' using the angles from the triangular logo. I then added a texture to it to match up with the general aesthetic of the brand.
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I called the typeface re-vamp.
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Initially, the advertising will be more focused upon highlighting the issues with excessive mobile phone use and encouraging viewers to “switch off” and “re-connect” on various platforms such as Instagram. All the adverts play upon the use of the “re-” prefix which is part of the logo.
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Advertising will play upon sarcasm to over exaggerate our mobile use and imply that we may have forgotten some traits and features of real world interaction.
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After the initial advertising, people should be guided to look to the ‘Real’ event website. On the site, they will find little details about the event to encourage boldness and risk.
When they sign up, they will pick a city but not an exact location. They will also be asked to fill in a personality test. The reason this is done is so that members can be sorted into camps across the city and sent to a location with people who share similar interests to make socialising more natural.
The events will take place in multiple parks across various cities. For this example, I used Clapham Common in London. Each event will have around 25 members in order to reduce the chance of exclusion.
Every camp will include multiple social spaces, activity tents, meditation areas, a pop-up Kopparberg bar and a kitchen / restaurant area. Since we know who is attending each event and what they like, the spaces will be custom tailored to suit their interests. For example, a camp with a lot of musicians will have an activity space filled with musical instruments.
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After the event has ended, Kopparberg will release a limited edition run of bottle designs using the ‘Real’ event branding for an assortment of flavours. Also, as you can see from the top of the label design it says “This is Kopparberg” to lead on from the copy used in the printed advertising.
