Character & Cocktails 2007 Trade Invite

Responding to a brief to create an unignorable invitation for Grey Goose’s annual trade event, we designed a double sided, poster sized concertina that folded down to the size of a Grey Goose vodka bottle.

Objective

As part of Grey Goose Character & Cocktails 2007, Grey Goose ran an event specifically targeted at the brand’s trade customers who were invited to sample specially created Grey Goose cocktails and view the bars created by Grey Goose’s Character Icons. Securing attendance by members of the bar trade is notoriously difficult not least by virtue of the number of invitations they receive. As part of the Grey Goose Character & Cocktails project, Ragged Edge Design was tasked to design an impactful invitation that would drive attendance and reinforce Grey Goose&rqsuo;s premium ‘character’ positioning.

Solution

A high impact invitation that, when folded out, was the height of a Grey Goose vodka bottle. When unfolded, concertina style, the invitation was over 1 metre long. The covers, created from 1000 micron board, were foil blocked, whilst each side of the inside was printed on premium uncoated stock. The design showcased the bar creations but also gave equal weighting to the accompanying cocktails, created by Grey Goose Bar Icons, as these would be of particular interest to the trade. The invitations came in bespoke envelopes and also included an RSVP form, which also opened in concertina fashion. Each invite was ornately addressed by hand in order to complete the exclusive feel. All copy was drafted using the specific Grey Goose tone of voice.