CATH KIDSTON - initial ideas

Now that I have researched into existing pattern and competition, with a better understanding of what Cath Kidston want, I will revisit the brief in order to pick out the most important factors. The brief is quite demanding in terms of what it is looking for, and therefore I will need to take everything it is saying into account.

Products
- Fresh
- Witty
- Original
- Practical products
- Cheerful, colourful prints
- Hint of nostalgia
- Fit for modern life

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

Prints
- Contemporary classic but not retro pop
- Reinventing our favourites but not copying our past
- Coloured using a bold and distinctive colour palette
- Used in a fresh, surprising and modern way

Based on
- British sense of humour and cheekiness
- English heritage

BUT NOT...
- Too pretty, too sweet, too soft or too twee
- Too cluttered, too fussy or too busy