Branding Strategy for Glenstal Abbey Water

Tender description

Glenstal Abbey has been home to a community of Benedictine monks since 1927. We are reminded on a daily basis of the privilege it is to be custodians of the grounds of Glenstal Abbey. The ‘Glenstal – Made by monks’ catalogue which we have developed springs from a desire to share the natural and renewable produce which is everywhere around us in this oasis of peace. Authenticity, sustainability and made by monks, are our three guiding principles. Proceeds from this range will go towards new initiatives such as conserving the Abbey’s unique woodlands, flora and fauna. Reducing our carbon footprint is also a priority. The next step in this adventure is the production of artesian glass-bottled spring water. Still and sparkling water from natural springs on the Glenstal estate would be bottled by monks on site. The water comes from a deep fault line in the earth’s surface passing through Devonian sandstone on the western edge of Slieve Felim. This uniquely fresh water has been recognized and relished by visitors and residents in this area long before the first monks arrived in Glenstal in 1927. It is a joy for us to share it with others. Glenstal Abbey invites tenders for the provision of creative services for our new still and sparkling glass bottle product. This will involve a brand development to include; a) Brand Vision – In aligning the brand with the culture of the Abbey, identifying the essence of who we are, who our target group is and who our competitors are. Deliverables • Fact finding workshop where you will gain insights to our values, vision & mission. • Brand Identity to include logo & design elements, typography & colour system • A simple profile manual • Name development b) Brand Story & Communication concept Deliverables • Emotional Brand Story • Brand Building – words and phrases • Development of the core message of the brand