Brentinby Gin is a high quality craft gin, with ambitions to enter the mainstream market, whilst still being seen as 'craft'.
So, how can you enter mainstream, while under the guise of craft - which is usually perceived as independent, small and pretty much the opposite of mainstream?
Let's look at our brand and communication strategies.
WORKING OUT THE CORE VALUES
First, we need to understand exactly what Brentinby is all about by defining its core values. This will provide us with the necessary building blocks for the brand, enabling us to start articulating the brand, creating personality and tone-of-voice.
Core Value; noun:
'A principle or belief that a person or organization views as being of central importance.'
Through our inclusive exercise, we challenged and defined their values and putting them in a hierarchy as seen below.