h s i l e op d i d s t e u o e h on t
FILTH on the inside
TED BAKER MENS FOOTWEAR
concept
HAZEL GAGE 0UGD203 YCN
Ted Baker requested promotion and packaging strongly communicating British wit for their footwear range. Me and my partner decided to focus on an English ‘play on words’ as our concept, supported by our design style of the 1930’s with the rise of boot polishing standards due to war influences. We are encouraging our young, career aspiring, male audience to buy Ted Baker shoes.
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TED BAKER MENS FOOTWEAR
development
HAZEL GAGE 0UGD203 YCN
Initially began tracing and sketching out words in a 1930’s style to get a feel for the different recognisable elements. I wanted our range to have more of a hand drawn feel, however it was easier to work collaboratively using digital files. By hand drawing fonts, I had an idea of what we should be looking for in our selected typefaces.
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Forelle MOTOR OIL 1937 Hoefler Text
A spotless
REPUTATION
SPIT
lick
and
.. g et slic k
.
TED BAKER MENS FOOTWEAR
branding
op lished e outside on th
FILTH on the inside
HAZEL GAGE 0UGD203 YCN
My partner was very good at creating the slogans to roll-out across our range. We both created designs for each slogan, shown above are some of my contributions. We chose the colours together, by looking at popular colours from the 1930’s and which looked more ‘masculine’ as a colour palette.
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TED BAKER MENS FOOTWEAR
packaging
HAZEL GAGE 0UGD203 YCN
I created the shoe polish and bag packaging. The shoe polish acts as a promotional piece aswell as a functional items for existing and potential customers as there is a unfoldable leaflet attached to the front of the tin which catalogues the Ted Baker footwear range. The bag uses the ‘polished on the outside, filth on the inside’ slogan very effectively by taking advantage of the ‘inside’ and ‘outside’ references.
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SPIT
lick
and
A spotless
g et slic k
...
REPUTATION
TED BAKER MENS FOOTWEAR
promotion
HAZEL GAGE 0UGD203 YCN
The point of sale display reflects the overall theme of shoe shine and British wit but using the same slogans, colour palette and typefaces. The shoeboxes my partner designed are on the simple stand. I also propose a mirror which would have vinyl slogan also.
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