Niche Luxury Brand seeks Elegant & Sophisticated Site Redesign

Ceylon Arrack (http://www.ceylonarrack.com/)

Ceylon Arrack is a 100% natural spirit, distilled from the sap of the Coconut Flower and aged in Halmilla Wood. Even today Toddy Tappers can be seen hand collecting toddy from atop tall coconut trees, along the coastline of Sri Lanka (then Ceylon).

It is the only spirit in the world, which is naturally fermented. The sap starts to ferment naturally as soon as it is collected (or tapped) from the tree and needs to be distilled within 24 hours. Approximately four to six coconut trees need to be tapped to bring you a single bottle of 700ml Ceylon Arrack.

Rockland Distillery was established in 1924 and is a family owned company, where attention to the distillation process, aging and blending is still overlooked by the family members.

There is an art to distilling and over the years Rockland have become recognised as master distillers of Arrack. This spirit can only be found in Sri Lanka and should we close this distillery one day (to go windsurfing or to play the sax more often) this brand/spirit which is one of the last of its kind, would be lost to the world forever, but don’t worry we plan to be around.

To explore Ceylon Arrack is to travel back in time to find one of the oldest spirits in the world. It is meant for adventurers who like fine and beautiful things in this world and then find a place for it in a perfect cocktail.

Broad target consumer will be between 21 and 55 whilst the core target will be between 25 and 40.

BROAD:
Educated at degree level or greater.
Holds a responsible post within job.
Middle class and above.
Behaviours & Preferences: Is a keen traveller and has travelled to Asia.
Likes Indian food (and/or other Asian food).
Works hard and makes plans to travel annually (or whenever possible).
Has interesting hobbies or habits.
Intrigued by things with a difference – likes exotic things.
Likes experimenting (but not unnecessary risk taking).
Not out to show off – more interested in the experiences in life.
Typical drinking habits: Drinking is about enjoyment and having fun (not solely about getting trolleyed).
Drinks with friends – good conversation is important.
Can be found drinking in all bar One and other high end or trendy pubs.

TREND SETTERS:
Profiles:Beautiful people.
Mature with plenty of money.
Upper class & Upper Middle Class.
Large disposable income
Lives in ‘trendy areas
Loves travelling, probably travelled to Asia
Behaviours & Preferences Brands are their primary means of expressing themselves.
Well dressed: traditional/trendy
Typical drinking habits: Found in trendy bars and cocktail lounges.
Tends to prefer cocktails to the usual spirit with mixer.
Also likes ‘sipping something’ over intelligent conversation
Almost never dinks beer - Rarely ever found in a pub.

We are looking for a strong and focused redesign, which better encapsulates and embodies our core brand values. Ceylon Arrack is a brand that is rich in heritage and history as well as being evocative and elegant. The drink offers an unmatched and quintessentially sophisticated experience to the consumer.

DESIRED COLOURS:
Orange (Dark Amber)
Brown (Chocolate)
Green (Yellow/Green)
Pink (Rusty)
Black

COLOURS TO AVOID:
Yellow
Blue
Red
Purple
Large white Areas

PREFERRED TYPOGRAPHY (heavy, light, modern, classic, handwritten etc.):
Modern
Should match or complement CEYLON ARRACK font on front label.

REDESIGN SHOULD EVOKE FOLLOWING EMOTIONS/FEELINGS:
100% Natural
Adventure/Discovery
Classical Elegance with Heritage
Modern and Spontaneous

1

We're looking for a strong theme for our overall website. The design will set the tone for the entire site. We would like to see concepts for a redesigned Ceylon Arrack homepage. The homepage must have links to other pages on the site, which are:

- History of Rockland
- Toddy Tapper Story (How Arrack is Made)
- Cocktails
- Vintage Posters
- Green Distillery
- Wildlife
- Contact Us

The homepage should have strong visual calls to action for

- E-mail Newsletter Signup
- Joining our Facebook page
- Following us on Twitter

EXISTING ONLINE PRESENCE:

Website: http://ceylonarrack.com
Facebook Page: http://www.facebook.com/pages/Ceylo…3962476163
Twitter: http://twitter.com/ceylonarrack

WEBSITES WE LIKE:

http://www.dolcegabbana.com

You can see everything the brand has to offer on the front page. It showcases the many facets of the brand. The pictures on the front page give a feel for each of the sections you could enter, so you can decide to enter or not, rather than entering and finding you didn’t like it and then having to press the back space button. Okay Speed. Has screen saver and wallpaper for downloading; so I can keep a bit of the brand with me…

http://www.harley-davidson.com

Designed anticipating the questions an existing customer, new customers or potential customers would ask.

WEBSITES WE DON'T LIKE:

http://www.belvederevodka.com
The bottles are ‘in your face’. A bottle is only a part of the brand and dominates the website. You have to search to find the brand story or press a link you cant see/feel the brand through the website.

http://www.bacardi.com
Boring and slow; colours are not inspiring. Also very little content about the brand. Boring layout.

http://www.absolut.com
So much flash and navigation, but very little info when you get there. After a while you get lost as to where on the website you are…

OUR COMPETITORS:

http://www.appletonestate.com
http://www.havana-club.com
http://www.42below.com
http://www.hendricksgin.com