EVALUATION - Cath Kidston

The main thing that I have learned during this brief is that it can be extremely difficult to emulate an existing brand aesthetic. Cath Kidston prints are so unique that I found that I initially struggled to design something that would effectively work alongside the brands existing products. It took quite a bit of experimentation to finally find a way of working that I felt suited the range of conversational designs, and unfortunately this slowed down the entire process of what should have initially being a short term brief.

I also learned the difficulties of working towards such a specific target audience. The brief had so many requirements in terms of whom the design should be aimed at, that it was hard to cater to every aspect. However, this did in fact help me gain a better understanding of the context and environment that the print would be found in, which in term aided my concept. 

For this brief, I was able to undertake quite a lot of primary research, as the theme was something that was personal to me as well as the brand itself. Living in the countryside meant that I was able to gather a range of photographs and sources that I could then use as a reference tool for my illustrations. For example, I was able to get a range of images of hens, cockerels, flowers and shrubbery. This allowed for a stronger connection to the brief, giving me a better understanding of the visuals and the personality of the brand.

As well as this, I was able to visit a Cath Kidston store, as well as other stores that stocked a range of products from the brand. By doing this, I was able to see the type of environment in which the print would be sold, evidently surrounded by similar products including vintage items and craft. By seeing the products in their context, I was able to apply the finished design to appropriate products, including women’s fashion and homeware.

In terms of strengths, I am actually pleased with how well the print fits alongside existing Cath Kidston designs. Although similar elements have been taken from other conversational prints, I feel that this shows I had the ability to replicate the brand aesthetics to create a unique and nostalgic design. This allowed me to explore different ways of working with illustration, applying my knowledge to a new approach.

In terms of weaknesses, I feel that I could have improved on my mock-ups. This is a skill that I have still not mastered, and I feel that the end product would have looked a lot more professional if I was able to apply the design more effectively to a range. Although I have picked appropriate areas to explore, such as technology and crockery, this is an area that I need to improve upon in the future in order to showcase my final prints.