OUGD503: Responsive: Studio brief 1 : Cath Kidston.

Responsive.
Competition brief one.

For the next task we were asked to find a competition brief that would be large enough for us to work on up until Christmas. After looking on a few different competition websites I came across one that interested me on YCN. 'Design a new print for Cath Kidston'.

I wanted to begin my journey on the responsive module doing something that would really spark up my own interests. I have been a follower of Cath Kidston for a while, never manage to walk past the store in Leeds without going inside, and therefore have made a few purchases. I have also become very interested in pattern design, particularly over the last half of the first year, however I have not yet undertaken a project that allows me to explore into this sector of graphic design until now. 



The Brief.

Cath Kidston

Design a new print for Cath Kidston.

Background

If you wanted to buy an ironing board cover in the early 1990s you had limited options. One: utilitarian grey. Two: 'comedy' – think a man in his underwear. Cath Kidston realised there must be a way to update something traditional with a modern, unexpected new look, and cheer up a dull chore in the process. Having recently opened a shop selling vintage fabrics, bits and pieces collected from flea markets, and car boot sales, and old furniture repainted in bright colours inspired by the interiors of her childhood home, it was inevitable that Cath would start designing her own prints and products. A floral print ironing board cover was one of the first Cath Kidston products and it caught the attention of customers and press alike, helping to establish the brand.

20 years on we’re still cheering up the everyday with our fresh, witty take on design. We’re known for our original, practical products and cheerful, colourful prints which have a hint of nostalgia but are always fit for modern life.

We are The Home of Modern Vintage, and now have more than 130 stores worldwide.

Our brand is…

• Approachable and inclusive
• Warm and friendly
• Cheerful and fun
• Confident and quirky
• Imaginative and unique
• Modern and relevant
• Comforting and homely
• Straightforward and real

Our prints are…

• Contemporary classic but not retro repro
• Reinventing our favourites but not copying our past
• Coloured using a bold and distinctive palette
• Used in a fresh, surprising and modern way

… and based on our…

• British sense of humour and cheekiness
• English heritage

… but not…

• Too pretty, too sweet, too soft or too twee
• Too cluttered, too fussy or too busy

Our Target Customer is…

Female, 29 years old, has just moved in to her first proper home of her own, has a job she really enjoys, has a close group of friends and a family she values, she doesn’t have children yet… but she’s got plenty of friends who have.

She’d describe herself as…

Fun, witty, interested, creative, optimistic and independent.

Her style is…

• Stylist… but not trendy
• Individual… but not showy
• Feminine… but not cute
• Well put together… but not overly groomed
• Fashion conscious… but not slavishly so

She likes…

• Making stuff… be it food for friends or cushions for her new sofa
• Going out… but she usually remembers how she got home these days
• Festivals, car boots and vintage shopping
• Going to an exhibition… followed by a bit of reality TV
• The idea of country life… but not just yet

She is a modern British woman.

The Creative Challenge

Design one new conversational print taking into account our brand values and print style. Examples of conversational prints within our range would include Cowboy, Garden Birds, Guards of London – these are prints with a recognisable picture within them. Classic Cath Kidston floral, spots or stripes would not be described as a conversational print.

The print should be designed to be used across three of our product categories; Women’s Fashion, Women’s Accessories and Home. We are looking for an original theme and a fresh new take on our unique visual style. Your print can take any visual direction you wish, as long as you believe it to be in tune with our brand.

A selection of entries will be exhibited at our new London flagship store at 180 Piccadilly (opening December 2013) during April 2014. All commended entries will be considered for a 12 month internship within our Print Design team.

Creative Requirements

Please submit the print in both repeat tile and stepped out versions, and create three different colourways. You should use a maximum of 12 colours.

Additional Information

For more information and to view our entire product range visitcathkidston.com

Deliverables, Artwork and Additional Information

For guidance on how to submit your work, please adhere to the main deliverables information which can be found here.

Any additional supporting information referenced in the brief can be found in the supporting project pack.

What do I want to get out of the brief?
A better understanding of designing for an external clients, deadlines and preparing work for submission, as well as a more knowledge on a section of Graphic design I have not yet had the chance to design for. 

What do I want to produce in response?
A individual, innovative not yet done conversational print that draws upon British humour and reflects the brand values of Cath Kidston, and fulfils the brief, as well as improve my own ability to design print/pattern.

What do you need in response to the brief?
A better understanding of Cath Kidston brand values, the history and brand up until now, as well as recurrent themes within the brand such as, English heritage/ culture, the modern women etc.

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What is the problem?
Cath Kidston are lacking ideas for new prints, and need to bring in more revinue.

What are we being asked to do?
Design a print that will communicate how fun and quirky the Cath Kidston brand is, to bring in new customers and therefore, more money.

What is the brief trying to achieve?
A larger following of the brand, through the use of classic Cath Kidston quirks.  

Who will benefit mostly?
The company will benefit most through the loyalty of existing customers and the attraction of new ones. 

What is the message?
To display Cath Kidston as the individual modern brand that is tongue in cheek, funny, but not over the top, iconic, but not cheesy, feminine and well collected.

How is the message being delivered?
Through a fresh new conversational print that displays the quintessential brand personality that is Cath Kidston. Classic, Stylish, quirky, tongue in cheek humour, with the target audience in mind. 

Can you forsee any problems?
Knowing where the border is between British heritage/ culture and British gimics as well as the difference between classic and retro etc.