CATH KIDSTON

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Melissa Hardcastle YCN Student Award:

Cath Kidston 2013/2014 Brief The Brief:

The Concept:

Target Audience:

Design one new conversational print, taking into account the Cath Kidston brand values and print style.

A new conversational print designed and inspired by the theme of textiles.

This theme is appropriate for the Cath Kidston customer. It responds to key requirements of the brief.

First colour variation Stepped Out:

First colour variation Repeat pattern:

Second colour variation Stepped Out:

Second colour variation Repeat pattern:

Third colour variation Stepped Out:

Third colour variation Repeat pattern:

It illustrates a confident, quirky and homely response to the brief.


Melissa Hardcastle

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YCN Student Award:

Cath Kidston 2013/2014 Brief Design Decisions: The colours chosen communicate the demands of the brief. They are approachable, warm, confident, modern, and not ‘too pretty, too sweet or too soft.’

Application Of The Print: The brief specifically requests for a conversational print that can be used across three of the products specifically: * Women’s fashion * Women’s accessories * Home The print designed is appropriate for all three of the above ranges as it meets the requirements of the target audience as it reflects the characteristics of the ‘typical’ Cath Kidston customer. The brand values have also been taken into consideration and the textiles theme used carries a suitable aesthetic for application across the range. The theme is suited to the range of Women’s fashion and accessories but is not so specific that it is not applicable for the range of Home products as textiles is a hobbie/interest that can be applied in order to create for both the Home and Fashion.


Melissa Hardcastle YCN Student Award:

Cath Kidston 2013/2014 Brief Conversational print for Cath Kidston: colour variation 1.

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Melissa Hardcastle YCN Student Award:

Cath Kidston 2013/2014 Brief Conversational print for Cath Kidston: colour variation 2.

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Melissa Hardcastle YCN Student Award:

Cath Kidston 2013/2014 Brief Conversational print for Cath Kidston: colour variation 3.

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