Case Study: Moonshine & Fuggles

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We worked with Moonshine & Fuggles of Ironbridge in Shropshire to create images for a marketing campaign in Autumn 2016. The company specialise in craft beers, cider, imported gin and malt whisky. The images would reinforce their brand. The watchwords were “Victorian” and “High End”.

The Challenge

The images were to be used to decorate a fold out gift card which contains a credit card sized voucher overprinted with the same or different images which can be loaded with cash. These will be on sale by mail order and through the store. A variety of images was required to reflect the lines of stock.

The dimensions of the gift card are 105mm x 296mm while the cash card itself is closer to the size of the image straight out of the camera 86 x 54mm. This necessitated taking photographs that could be cropped to fit the gift card, leaving space for the branding.

The Solution

We took pictures of whisky on the moor above Ludlow, leaving acres of space for the branding and positioning the products in the area occupied by the cash card. In choosing this location and the pewter flask we were tapping into the perception of Malt Whisky as the drink of choice for Victorian and Edwardian shooting parties. The rain on the day was a gift as it amplified that narrative making the moor more closely resemble the real thing in Yorkshire and Scotland.

The Look

For the other brands we created a look in the studio that we called “Victorian Rural” - this image shows the Moonshine & Fuggles own label Revolution Pale Ale. The narrative we were aiming for was pure victoriana - mirroring Ironbridge itself where the Industrial Revolution changed an agricultural economy into an urban industrial one.

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We also wanted to play with the name of the Company - Moonshine is a term associated with illegal stills as well as an allusion to moonlight and Fuggles are a type of hop, used in the brewing of beer. We combined these factors into a narrative redolent of smuggling; casks of illegal beer being moved around the countryside in wagons under cover of darkness.

Gin represented a different narrative. A more sophisticated drink, we elected to draw on the idea of great victorian gardens, recreating a herb garden with the drink surrounded by lavender and dried herbs.

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The Completed Project

The marketing campaign features a collection of collectable gift vouchers containing a swappable card loaded with money that can be redeemed at the Moonshine & Fuggles shop in Ironbridge. These will be promoted on social media and be available to buy in the shop.

Social Media

A selection of the images we produced have been used for social media (Twitter & Facebook) in support of the launch of the Moonshine & Fuggles own brand beers.

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Conclusion

The project has been very successful for Moonshine & Fuggles - they were delighted with the images we provided and in particular our ability to precisely capture the essence of the brand with our images.

The owner, Philippa Cook, had this to say about the project:

“Helter Skelter Studios were an absolute pleasure to work with. Chris made every effort to meticulously understand our brief and in return produced beautiful images that so perfectly captured our corporate identity and the personality of our products. I felt completely at ease leaving this project in Chris's creative hands.”

Helter Skelter Studios e: chris.wright@helterskelterstudios.com i: http://helterskelterstudios.com m: 07980 694 876

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