Whittard of chelsea design a caddy guidelines

Whittard of Chelsea

2015

Design a Tea Caddy

First established in 1886, Whittard of Chelsea have been masters in the art of tea, coffee and cocoa for well over a century. Our founder Walter Whittard opened his very first shop on London’s Fleet Street, filling the shelves floor-to-ceiling with caddies of the world’s finest tea, coffee and cocoa. Over 125 years later we remain true to our roots, tracking down the best new brews from regions both rare and renowned.

Our heritage is one of specialist expertise, creative connoisseurship and boundless exploration and we invite our customers to share in that story. This year we’re using our brand as a platform to nurture talent and find the most inspiring design for our limited edition tea caddies, to be launched in Summer 2016.

The competition:

What you could win:

We’re challenging budding and established designers to demonstrate their creativity and design a tea caddy that will be sold during our 2016 afternoon tea campaign, both in our stores and online.

As well as having your design produced as a real caddy and sold in our stores, you’ll also receive:

Three designs will be transformed into caddies to hold our much-loved fine quality teas – Extravagant Earl Grey, Piccadilly Blend and Jasmine Green Tea. The theme for this year’s competition is ‘a modern twist on afternoon tea’ – feel free to let your creativity flow, if you need some inspiration take a look at the points below…

• Your personal stories relating to a modern day afternoon tea • The friends, relationships and people you associate with afternoon tea • A modern twist on the rituals, traditions and ceremonies associated with an afternoon tea • Your perfect food pairings for an afternoon tea • Bright yet soft colour palettes – a contrast to the typical vintage afternoon tea • Locations where you may enjoy an afternoon tea.

• A Whittard of Chelsea tea hamper worth over £100 – including tea, fruit infusions, ceramics, equipment and more.

• A tea tasting experience at our Regent Street St James’s store for you and your friends • And your very own collectable, limited edition caddy, of course!

Who can enter?

• Anyone over sixteen years of age • Artists and designers of any level – You can be amateur, student, professional or other (illustrator, designer, artist) • Please ensure that you’ve read our full terms and conditions, here: http://bit.ly/Whittard-TCs

Who’s the target audience and what is the message we'd like to get across?

The people who will buy our tea caddies are those who love the tradition of afternoon tea, tourists who are interested in the particularly British quality of afternoon tea and caddy collectors who are looking for a beautiful new addition to their collection.

What’s needed and how to enter?

• Print the caddy template or use the technical specifications to create your original design, you can find these on the last page • There’s no need to use any branding or logos, we’ll do that bit • By entering the competition you’re confirming that the artwork submitted is your own • Work in any medium you please, whether that’s watercolours, pencils, oil or digital • Email caddy@whittard.co.uk with either a photo or scan of your finished design in the highest resolution possible (ideally 300DPI) by 1st November 2015. If your design is shortlisted, we will inform you by email and ask you to post us the original artwork • In the body of your email, please include a paragraph about the story and inspiration behind your design, up to 200 words.

• Please see details of the competition process and timings on the next page.

Branding guidelines • You may find an extract from the Whittard Brand guidelines helpful when creating your design –

“with over 125 years in the business, our brand is unmistakably British, infused with self-effacing charm and occasional eccentricity”

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Our brand tone of voice is charming, intriguing, adventurous, intelligent and witty but never off-the-wall crazy.

• The colours for our Afternoon Tea campaign, where the caddies will be showcased, consist of a palette of bright pastels, inspired by the tones of clotted cream, peppermint, apricot, cool blue and candyfloss.

clotted cream

How does the competition process work?

• Enter your design following the process above

candy floss peppermint tangerine zest cool blue bubble gum raspberry pie purple haze

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pistachio

• All entries will be displayed in a photo album on our Facebook page • Once submissions have closed, Whittard of Chelsea will create a shortlist of the top 10 designs

strawberry milkshake blueberry muffin cappuccino aqua marine blue lagoon peach melba

• These shortlisted designs will be open to a public vote through Facebook • When voting ends, the three designs with the most votes will be transformed into caddies.

The timings: Entries are open from 21st September 2015 to 1st November 2015 Please ensure that your design is submitted between these dates to be considered.

The shortlisted entries will be announced on the 9th November and will be open to public vote until 16th November.

The winning caddies will be launched in store and online for commercial sale at the end of July 2016.

Technical Information: • Make your design at least 9cm high by 30cm wide, or in those proportions • If part of your design is intended to be at the front, make it approximately 10cm wide, or a third of the total width • Scan or save your submission at 300dpi, or the highest resolution possible • www.wetransfer.com is a free service for transfering files that do not fit on email attachments • Please email caddy@whittard.co.uk if you need any further information

300mm

90mm

To use as a template print at A3 size