Project Rationale/Concept statement.

Rationale- The underlying principles or beliefs that shape and defintes an individuals creative practice and how it relates to the world. 

Good is..the health benefits of Guinness.

Why? 

1. It contains 198 calories. Thats less than a mars bar (and certainly an entire roast dinner.)
2. 10 million glasses are sold everyday.//1.8 billion are sold annually. 
3. An experiment by the American Heart Association study, in 2003 found that drinking a pint of Guinness can reduce risks of blood clots. [Tests on dogs at the University of Wisconsin have shown antioxidents in Guinness help reduce blood clots and slow down deposits of cholesterol on artery walls. >>> Dogs were chosen due to their narrow blood vessels similar to humans.]
4. The original campaign in 1920's 'Guinness is good for you' was based on market research, which findings stated that people felt good after a pint.
5. Only £1.69 a bottle (500ml).

I intend to...

Inform and educate others of the surprising facts and health benefits of Guinness and promote it through a change in brand identity.

..a group of..

It will be aimed at a broad range of ages, from the legal drinking age (18years old) to around the age of 40. With the intention of aiming it at young professionals that may be concerned about their current but especially their future health due to stressful jobs or lifestyles. 

...that

And inform them that this product, Guinness+, will help them with the above health measures. 

In order to achieve this I will produce...

(specify at this point what you aim to produce, the method of delivery/distribution/the context in which it will be viewed.)

Product - what is your product. 

My product is the already well established Guinness stout, however, I intend to re brand the product to concentrate on it's health benefits and promote the health benefits of alcohol in moderation. 

Range - what range of deliverables will you produce/propose.

I will begin with the development of the logo and the direction of the identity, through some research I will trial different variations and collect responses. 

Context - define the context in which your product will exist/be viewed. 

Guinness+ will be viewed as a alternative to other beers, its USP being expressed in its packaging. It will be found aside other beers and alcohols but promoted differently, with a health based twist to an already successful taste.