JACK DANIELS AND HAIG CLUB
- samonabroskvar
- Nov 27, 2017
- 2 min read
At the beginning of the Concepts stage we had this seminar in which we were learning about Visual Brand Identity. We were put into groups and each group got 2 different brands but with the same concept. My group got two alcohol brands, Jack Daniels and Haig Club. These brand have some similarities but a lot of differences.
Jack Daniels, on the pictures and on the bottle has dark, brown tones and it is presented to look rustic, old and vintage. That is reasonable because this brand has heritage, history and strong roots to it. Because of this, people are trusting this brand and they always come back to it. On the photos you can see this country bar or pub which gave us this Texas, American feeling and it is well connected to Jack Daniels`s slogan „ Here`s to the American spirit“. If this brand is a person we would definitely connect it to the actor, Matthew McConaughey. Our group agreed that people drink Jack Daniels in the bars, on family or barbecue parties, where there are small amounts of people or just when someone is alone and wants to relax after hard day of work.
Haig Club is a completely different story. The pictures of this campaign and even the bottle itself is blue, square, looking modern and stand out a lot. This brand chose blue color because this is a new brand in the industry and it wants to be noticed. It has no heritage or history and that is why people are not feeling comfortable with Haig Club like they do with Jack Daniels. Haig Club is presented as luxurious and exclusive, and my group immediately agreed that people who are drinking it are rich, business people who live in New York or Dubai ( the background of the last picture). It also looks that way because David Beckham is on the pictures and he is actually involved in the development of the Haig Club brand. We also agreed that people are drinking it in the club, surrounded by lots of people or even just to splurge themselves. Even though the packaging is looking really clean, neat and modern, it also reminded us of some perfume or aftershave, which is a proof that this brand is trying to hard.
Both brands are looking manly and are alcoholic beverages with strong visuals and sets and their campaign photos are very effective. We were surprised when we researched into prices because we thought it is going to be a big difference between these two brands, but actually it`s not. We found out that Jack Daniels costs 35 pounds, which is reasonable because this is a expensive brand with very good quality. As l said before Haig Club is presented like a very expensive luxury brand, but it costs 40 pounds which is almost the same to the Jack Daniels price.
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