Crafting Character: The Art of Building an Iconic Brand Character for Fentimans
A brand character can elevate visibility, create emotional connections, and communicate core values in an instant – creating cut through in an overly-saturated marketplace. But designing a character that resonates with audiences, reflects brand identity, and stands the test of time is no small feat.
Drummond Central has debuted the first character ambassador for Fentimans, exemplifying the meticulous crafting involved in creating such a character – from considering personality traits to wardrobe details.
LBB’s Olivia Atkins speaks with Drummond Central’s head of copy, Steve Wilkes, senior creative, Laura Payne, and account director Faith Davidson to understand the strategies and inspirations involved in building a character who embodies the brand and helps to set it apart in a crowded landscape.
LBB> What are the core values or messages that Fentiman embodies, and how does he align with Fentimans’ overall mission?
Steve> Fentiman is an ‘Ambassador of Exquisite Taste’ – a man of substance, impeccable style, and sophistication. Just like the Fentimans brand and its beverages, Fentiman is unique, full of character, charming and charismatic, timeless, highly-refined, and expertly-handcrafted.
Laura> He’s a self-appointed ambassador, who genuinely believes in the superiority of the drinks. He feels compelled to open other people’s eyes to the world of Fentimans and to raise their game by being more adventurous, more discerning, and more tasteful in their choice of beverage. He appears unexpectedly, whenever people are in danger of settling for something uninspiring and politely guides them towards a botanically brewed drink with more substance and sophistication.
Steve> It’s the complex depth of flavour that makes a Fentimans unique. Many people wait for special occasions to enjoy one of their drinks, but Fentiman is on a mission to encourage people to make every day special by swapping mediocrity for curiosity.
LBB> Why did it feel like the time was right to create a brand character?
Laura> After we won Fentimans as a client earlier this year, we found that lots of brands in the adult soft drink market looked and sounded alike – a real ‘sea of same’. We knew we needed a distinctive idea that would create an impactful campaign, whilst also staying true to Fentimans' promise of premium taste and quality. Fentiman does both of these things. He authentically talks about why Fentimans is the superior choice – and he’s absolutely unforgettable, something that all good brand characters are. He’s the perfect vehicle for Fentimans to get their message out there in an unexpected and engaging way.
LBB> What was the process of creating Fentiman’s personality? Did you draw on any specific archetypes or inspirations to create a relatable character?
Steve> Our biggest inspiration was the brand itself. It’s so iconic, with so many great qualities to draw on. But getting the personality right was a balancing act. Fentiman needed to have credentials; to be able to speak eloquently and knowledgeably about the drinks and the botanical brewing process Fentimans is famous for, but without being stuffy, old-fashioned or pompous. Although it has a long heritage and uses traditional methods, Fentimans is a very youthful and forward-thinking brand. Fentiman needed to embody both of these aspects by being a wise head on young shoulders. Refined yet relatable.
LBB> How did you approach Fentiman's visual style? Were there particular design elements you prioritised to make him memorable and recognisable?
Laura> The most important thing to get right was his face. Very often, hand-carved wooden characters, puppets or dolls are seen as creepy. It’s a stereotype perpetuated by countless horror films, so it was vital we broke away from this. We gave him a very friendly, open and warm face to make sure he was immediately likeable and approachable. His ginger hair was inspired by Chinese ginger root – a key ingredient in the Botanical Brewing process and the foundation of all of Fentimans’ drinks.
Steve> In fact, all of the colours we chose tie back to the brand and its drinks. His blue trousers reflect the Victorian Lemonade label; his purple jacket is from Dandelion and Burdock; his checked burgundy waistcoat and handmade Oxford brogues are from Ginger Beer; and his blue bow tie (and eye colour) is from Naturally Light Tonic Water. We also developed fashion mood boards featuring an eclectic mix of visual references including Nick Foulkes, Michael Portillo, Timothee Chalamet’s ‘Wonka’, Noel Fielding and many others. The aim was to capture a timeless yet eccentric flamboyance. A discerning dandy with charm and charisma.
LBB> In terms of production, what mediums (e.g., digital animation, 3D modelling, costume design) were used to bring the character to life?
Steve> We considered every possible way of bringing Fentiman to life, including CGI, 2D animation, a soft toy, claymation and even a human. We felt that a hand-crafted character reflected the characteristics of the brand better: the nostalgic charm; the quirkiness; the natural, hand-crafted quality; the solid credentials; and the authenticity. This campaign is all about real taste, so it was only fitting that Fentiman should be real too.
Faith> Once we had decided that Fentiman was going to be hand-crafted, we then started the process of sourcing partners to bring him to life. Before this process, we had no idea how many types of puppet there were and the complexities that go alongside operating one. After lots of research, we started working with set builders Cod Steaks as they were just as passionate about creating Fentiman as we were. The whole process took about 12 weeks, and involved lots of discussions and photos between our team, the Fentimans team and Cod Steaks’ model makers as we worked at perfecting Fentiman.
LBB> How did you ensure Fentiman would resonate with the brand’s target audience? Were there any audience insights that influenced his final look and feel?
Faith> When developing the character, we wanted to challenge the perception that quality means boring. Fentiman embodies the confidence, sophistication, quality and refinement of the brand, while also being charming and unexpected – just like the drinks. We hosted focus groups with our target audience, sharing images and videos of Fentiman to ensure he would resonate – and the response was overwhelmingly positive.
LBB> What emotional response did you aim to elicit from audiences with Fentiman, and how do you see it shaping the way they perceive and connect with the Fentimans brand?
Steve> It’s a wake-up call for your taste buds really. Fentiman is here to open people’s eyes to the wonders of botanical brewing and to sophisticated flavours that unfold on the tongue, rather than slap you in the face. Like the drinks, Fentiman delivers unexpected moments of refinement and relaxation to punctuate and enhance our busy, everyday lives. He encourages us to slow down, raise our soft drink game, and choose something with real taste.
LBB> How do you envision Fentiman evolving over time? Will he adapt to different campaigns or brand messages, and if so, how?
Laura> Erm, SPOILERS! We don’t want to give the game away too much yet, but we’re excited to show how he evolves over time. With Fentiman’s role being to intercept people whenever they are making a soft drink faux pas, encouraging them to instead try a flavourful Fentimans, we have so many ideas about when, where and how he'll appear. This is just the start.
