Cath Kidston Autumn / Winter 2020
Brief
The Neverland creative brief fell out of the brand positioning work that they had been doing with Cath Kidston. They had established a positioning statement for the brand moving forward – ‘A confident mark of joyful British design, with a playful twist of colourful, homemade style’.
From this, a campaign concept was distilled addressing the attitude, aspirations and future momentum of the brand. The campaign concept would bring together styled classic products, within classic British occasions, but with a twist of colour, quirkiness and intentional imperfection.
There would also be an additional aspect to the brief, which would address the CK brand Signature and it’s application.
Solution
ABD would take this campaign concept and develop the art direction across the 4 stories that would accompany each of the key seasonal drops. The Wild West (an important product theme), The Sunday Walk (a key fashion drop), The Tea Party (a twist on the party season) & Christmas Morning (Christmas product).
Photographer, Elaine Constantine would be selected to capture the energy necessary to bring these stories to life. Notting Hill was selected as the shoot location, in order to fix the brand firmly back to it’s roots and allow the stories to be worked around the vibrant cornucopia of this neighborhood.
The campaign would be delivered within a design framework that also addresses the previously much neglected Cath Kidston signature. This was reworked by us and integrated into a brand tool kit that would be supplied to all territories for implementation.
