A new positioning statement had been established, ‘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.

ABD would take this campaign concept and develop the art direction across 4 stories — The Sunday Walk, Cowboys and Indians, Party Season & Christmas Morning, each one accompanying the key seasonal drops. Photographer, Elaine Constantine would be selected to capture these stories, with Notting Hill selected as the shoot location. 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.