Grey Goose Character & Cocktails invitations and event collateral
We developed a super-premium identity for Grey Goose’s VIP event, Character & Cocktails, to benefit the Elton John AIDS Foundation. We implemented this identity across all event collateral with results that were stunning, much talked about and highly effective.
Objective
Grey Goose Character & Cocktails is the flagship annual activity from Grey Goose vodka in benefit of the Elton John AIDS Foundation. Ragged Edge Design was asked to create and apply an ownable brand identity (verbal and visual) for the initiative. This was applied to a variety of event collateral, all of which we designed, wrote and produced.
Solution
An identity for the event based around restrained typography, foil blocking and a characterful and distinctive stock. This was carried across all collateral with additional elements added only where absolutely necessary. The centrepiece was a square roll-fold invitation, complete with matching envelope and ticket application form and envelope. Tickets were duplexed to a metallic board to give a more substantial feel. We commissioned a calligrapher to address each invitation and ticket by hand.
We then wrote and designed a 20 page brochure, complete with a decadent dust jacket, to be distributed at the event. Other collateral produced included auction slips, cocktail menus, event signage, perforated coat tickets and an event DVD.
We were also asked to create an unignorable invitation for the notoriously hard to reach trade customers. We produced a double sided, poster sized concertina invitation that folded down to the size of a Grey Goose vodka bottle, complete with high-impact cocktail photography and profiling the celebrity designed bars.
To support the activity’s PR campaign, we developed a bespoke presentation box to showcase Grey Goose flavours. This was sent to selected press contacts, accompanied by a decadently foil blocked press release
Success
- The invites inspired a full page article in The Daily Telegraph, with Jefferson Hack describing them as “Decadently sized and unusually interesting”
- Over 10% of VIP invitation recipients went on to attend the £250 a head event
- Over 12% of recipients of the Trade Invitation went on to purchase a ticket to attend the event
- Our Presentation Box for press contacts helped secure coverage in OK, Hello, GQ, The Sunday Telegraph, London Lite and Shortlist