Cath Kidston Brief

The Cath Kidston Brief

 The brand:

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

The 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

Considerations:

• British sense of humour and cheekiness
• English heritage

The target customer:

29 year old female, no children, first proper home, funny, witty creative, independent and optimistic.

Likes:

Creating,

Going out

Festivals

Vintage Shopping

The Country

She is a modern British woman.

The Project

Design a new conversational print taking into account the brand, target market 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.

To be used in Women's Fashion, Women's Accessories and Home.

Your print can take any visual direction you wish, as long as you believe it to be in tune with our brand.

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.

Overall I am really excited about what I can produce for this brief- its specific in what it wants but the subject matter is very much up to me which gives me a wide scope. I am worried about not adhering to the Cath Kidston style so I'll have to be careful when producing my print.