Crafting A Real Character

Fentimans, one of our lovely client friends, are known for their expertly handcrafted, Botanically Brewed beverages. It’s a highly refined process that can’t be rushed. So when we set out to bring our character-based campaign to life, we knew we had to adopt the same level of craftsmanship and attention to detail. There was no way this idea could lack refinement or sophistication. Not on our watch.

We’re delighted to introduce Fentiman – a man of impeccable taste. You’ll find him wherever someone is about to make a fizzy faux pas. With his pint-sized proportions, he can pop up out of nowhere to politely guide them towards a more sophisticated choice. One that will surprise, delight, and enlighten their taste buds. He’s passionate about the drinks, has an encyclopedic knowledge of the ingredients and their provenance, and can speak eloquently about the tasting notes of each product. A connoisseur of carbonated refinement.

We decided very early on that Fentiman should embody everything that’s great about the brand and its beverages. He needed to be unique, bursting with character, timeless, sophisticated and above all, have real substance. After considering every possible way of rendering our hero, including CGI, 2D animation, soft toy, claymation and even a human, we felt that a handmade wooden character made the most sense. Nothing reflected the characteristics of the brand better: the nostalgic charm; the quirkiness; the natural, handcrafted quality; the solid credentials; and the authenticity. The campaign is all about real taste, so it was only fitting that Fentiman would be real too. And of course, have impeccable taste.

Every ingredient that went into creating Fentiman was carefully considered. Just like the brand’s own unique Botanical Brewing process, we meticulously selected, honed and refined every detail until it felt just right. From his beautifully chiselled features, down to the colour of the laces in his brogues.

One of the trickiest aspects of the character’s development was ensuring that his warmth and approachability shone through. Very often, hand-carved wooden characters, puppets and dolls are seen as creepy. It’s a stereotype perpetuated by countless horror films, so it was vital we broke away from this. We did this by carefully crafting the way the character looked, spoke, dressed, moved and interacted with people.

The most crucial thing to get right was Fentiman’s facial features. We gave him a very friendly, open and warm face to make sure he was as likeable and approachable as possible. His beautifully sculptured ginger hair was inspired by Chinese ginger root – a key ingredient in the Botanical Brewing process and the foundation of all of Fentimans drinks.

In fact, all of the colours and tones used in his creation tie back to the brand and its products. 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 created fashion mood boards featuring an eclectic mix of visual references including Nick Foulkes, Michael Portillo, Timothee Chalamet’s Wonka, Noel Fielding and others. The aim was to capture a timeless yet eccentric flamboyance. A discerning dandy with charm and charisma.

Our character’s personality and tone of voice were carefully considered too. And getting it right was a real balancing act. He needed to have credentials; to be able to speak eloquently and knowledgeably about the drinks and the Botanical Brewing process, but without being stuffy, old-fashioned or pompous. Despite its long heritage and traditional methods, Fentimans is a very youthful, innovative and forward-thinking brand. Fentiman needed to embody both of these aspects by being a wise head on young shoulders. Refined yet relatable.

Fentiman is witty without being whimsical, outspoken without being offensive, eccentric but not weird. A well-spoken, well-travelled, well-educated man of the world. Although he’s a cultured gentleman with impeccable manners and taste, Fentiman is no chinless wonder. Far from it. He’s confident, forthright and doesn’t hold back when pointing out the flaws of less-sophisticated drinks. He won’t hesitate to give people a polite wake-up call if they need it. But of course, he does it all with grace and good humour.

Crafting our diminutive dandy has been incredibly rewarding. He may only be the size of a bottle but like the drinks, his depth of character and abundance of charm gives him a presence that’s larger than life. To us, Fentiman is very much alive. And sipping.