THE HOME OF MODERN VINTAGE
www.cathkidston.com
Contents 1. Introduction 2. History 3. Brand Visions 4. Brand Essence 5. Brand Positioning 6. Customer Profile 7. Guidelining Philosophy 8. Our Logo 9. Prouduct Guidelines 10. Branding and Communication Guidelines
1. An Essential Guide to the Brand
Here at Cath Kidston we are known for our original prints and fresh take on design. The original inspiration for the brand remains as relevant today as when Cath started out 21 years ago. This book brings together the essential elements that have helped make Cath Kidston a truly iconic brand, allowing us to ensure it continues to stay true to its origins while looking forward to a long and successful future.
From humble beginnings...
2. Our Story So Far
From Humble
Caths English country childhood in Hampshire provided plently of inspiration with its floral curtains and wallpapers.
In 1993 Cath opened a small vintage shop in Nottinghill selling secondhand furniture and wallpapers
She soon began to produce her own unique products, customizing general household objects in traditional prints inspired by her childhood.
Cath made a mistake when ordering the fabric and was recieved 1500 Rose Bouquet duvets and pillow sets. (oops!) With more bed linen than she knew what to do with, Cath set to work turning them into tea towels, aprons and ironing board covers.This became Cath Kidstons first full collection.
In 1994 Cath Invested ÂŁ5000 into creating her first ever original print, Rose Bouquet- and so Modern Vintage was born.
Beginnings...
The shop recieved a lot of press and the brand soon became famous for its original, fun prints.
By 2005, the brand had stores in towns and cities all over the Country, and its popularity continued to blossom!
In 1999 the brand began expand opening more stores in and around London.
On our 20th Birthday, we opended our flagship store in Piccadilly!
Collaberations and Licencing deals came flooding in allowing us to expand our product portfolio
We continue to stick to our founders vision, and it is these values that keep our brand looking forward to a long and successful future.
3. OUR VISION
Through our products and through our people, our aim is to bring a sprinkling of fun to your day. At Cath Kidston we hope to produce a range of household goods and accessories, which give a feeling of comfort at a realistic price. We are keenly aware of how expensive it is to run a home, but that is no reason not to be able to enjoy a little fun! We have taken everyday goods and transformed them so every single one of our customers can find even the smallest item to brighten up their day, everyday! Fun, practicality and originality drive us in our designs along-side high quality and affordability.
4. Brand Essence.
Attributes
Promises
English Country Inspired Always Evolving Practical and Down-toEarth Highest Quality
Approachable and Inclusive Comforting and Homely Ethical and honest.
“Nostalgic Fun�
Personality Warm and friendly Cheerful and fun Confident and quirky Open minded Homely
Source of Authority Represent British culture Established in London 1993 Unique and Imaginative Market Leaders
What our Customers Think... “Traditional” “Colourful” “Classy” “Vintage” “Floral” “Cheerful” “British” “Homely” “Quality”
Our Values... Functional
Emotional
Affordable Practical Ethical Unique
Homely Cheerful British Confident
5. BRAND POSITIONING
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Here at Cath Kidston we like to think we are pretty unique. Having kick started the Modern Vintage trend, we have won our customers over with our originaility and twist on practical goods that make you smile. Our brand gives a feeling of comfort and joy, from our products to our junk shop feel stores. Our brand is inclusive of customers, allowing them to make their own Cath Kidston experience through getting creative with our prints and fabrics, enabling them to make unique goods from their own home.
6. Customer Profile
We have developed a unique relationship with our consumer, who has become brand loyal based on our instinctive understanding of who she is, and what she likes.
We Believe our customer is A Home maker Stylish... Not Trendy Feminine... But not Cute Fun Lighthearted Confident and Quirky Creative Down to Earth Aspirational We welcome any female who has a flair for brightening up their lives with fun prints and adaptions of contemporary products, no matter the age, location or demographic!
7. Guiding Philosophy
Over the past two decades we have certainly out grown our little store in Nottinghill and expanded our product range to become the brand we are today. As we continue to grow the brand, the original values, inspiration and desire to provide practical yet fun products must remain at the heart of everything we do. To help us keep our way, we have created philosophies in… … the way we design our products … the way we communicate and present ourselves
8. Our Logo
We like symmetry and simplicity, and it was these preferences that helped structure the design of the logo. The Logo is bold in color which makes it prominent on the brand’s colourful products and portrays our fun personality. We use our own unique font, designed for its hand written appeal which gives the brand a personal touch, we hope our logo makes the customers feel like they are buying from Cath herself, someone familiar rather than a corporate brand. Our Logo has become the beacon of the brand, and getting it right is important to us.
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Incorrect Logo Formats
8. Product Guidelines
We design our products to be…. Well Made Fit for Purpose Designed with Integrity Good Value Relevant Cheerful Surprising With a sense of… Fun English Heritage Originality British Sense of Irony We Like… Patterned… but not busy Pretty… but not twee Practical… but not boring Simple… but not dull Contemporary classic… but not retro repro Re-inventing… not copying our past.
9. Branding and Communication Guidelines
Our style is… Clean, simple and confident Fresh Fun and Cheerful Product Focused Based on pattern but balanced with space Based on our… British sense of humor Nod to nostalgia English Heritage We are not… Too pretty- too sweet – too soft Mass market or high end fashion Too manicured or too over-done Too cluttered or too fussy We are… Vintage but not history Everyday but not ordinary Aspirational but not luxurious
THE HOME OF MODERN VINTAGE
www.cathkidston.com