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The Ted Baker brief caught my eye from the start. It had also caught my partner Steph’s Eye and with our common interests and ambitions in Graphic Design in retail, naturally we partnered up raring to go.

This project meant a lot to me because it was a chance to produce something in my field of interest that had a rock solid concept and usage for it, rather than something non commercial and unclarified.

From the start my main ambition wasn’t to win YCN, but by the end of it to have something in my portfolio that had potential to be used in industry but still held my own personality as a designer.

3 key problems recognised from the brief:

- Ted Baker wants to be less of a snooty elite club and more a well-groomed family, however the British themes already in use within Ted Baker stores only relate to the upper class lifestyle

-The Ted Baker personality is not shown through into the watch range, therefore the ranges do not represent Ted’s image.

-The promotional material isn’t reaching new customers therefore customers have an outdated preconception of the company.

Solution: ʻTime for Tea at Ted’s’

-We chose the British teatime at the Fish and Chip shop as it is a recognisable symbol of Britain that relates to all classes and ages creating a more humble ʻTed’.

-We produced a range of consistant instore touchpoints and promotional material to convey Ted’s British light hearted personality.

-We also have created a promotional event to update ʻTed’s’ personality to new and existing customers.

andFishChips

at

tedsits time for tea

Designed for YCN By:Alice Vine & Stephanie OglesbyBA (Hons) Graphic Design Yr 2

Leeds College of Art

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Once some both individual and collaborative brainstorming had been done and we had settled on the humble and numerous fish and chip theme, I began creating some illustrations to get our creative juices flowing.

I believed that it was vital to knock out these drawings and settle on a colour scheme in a very small amount of time to settle and clarify on our idea quickly and not waste time decision making.

This proved to be worth while as we had a lot of ambitious ideas and problem solving to do and needed all the time we could get to make the most of this great brief and fulfil our creative ambitions.

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After some initial illustrating to gain a design direction, I produced these versatile patterns to continue our theme. However, I thought that we needed a piece of design to really clarify to our audience the concept and relation to the watch range.

So, I produced the middle design (above) to ensure that our concept would hit home the new image and product range in and out of Ted Baker stores.

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The application of the designs were really important as it allowed my work to cross over from making design for it’s own sake, to designing for a real purpose.

So in keeping to the concept, after helping tweak Steph’s newspaper design adding extras like a voucher box, I thought that we should include the clarifying type design on the side panels of the bag to insure that our concept could be understood once out of context.

I excerised some crafting skills when aswell as screen printing onto the chip forks, I came up with using a fish cushion to package the watch. I screen printed the fish onto some linen, sewed and stuffed it making a humble and humorous addition to the product range.

We also added in the foam chips to continue the theme as well as solving a practical problem of protecting the watch further.

As a collection I think that this packaging works so well together with the marriage of Steph’s type skills and my concept driven image skills.

OUT OF STORE TOUCHPOINTS

Top: Street view of store front with promotional material.

We have chosen the fish and chip shop sign to continue the theme and spark up interest of the watch range to passing potential customers.

Bottom Left: Promotional out of store event

The distribution of chip cones within The ‘Ted Times’ newspaper to update the public’s perception of Ted Baker and promote the watch range to new and existing customers.

Bottom right: A Screengrab of another company where Ted Baker watches are sold.

This shows the consistancy of the theme and how the personality can be expressed across all selling points.

Desgned in collaboration by Alice Vine and Stephanie OglesbySecond Year BA Graphic Design, Leeds College of Art and Design

OUT OF STORE TOUCHPOINTS

Top: Street view of store front with promotional material.

We have chosen the fi sh and chip shop sign to continue the theme and spark up interest of the watch range to passing potential customers.

Bottom Left: Promotional out of store event

The distribution of chip cones within The ʻTed Times’ newspaper to update the public’s perception of Ted Baker and promote the watch range to new and existing customers.

Bottom right: A Screengrab of another company where Ted Baker watches are sold.

This shows the consistancy of the theme and how the personality can be expressed across all selling points.

Desgned in collaboration by Alice Vine and Stephanie OglesbySecond Year BA Graphic Design, Leeds College of Art and Design

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We both attempted the out of store mock ups. Steph concentrated on the window display whilst I tried to master the sandwhich board.

Using my designs we contextualised our work in another franchise that sells the range, to show the versatility of our designs and try and solve the problem in the brief where the brand had become out dated and had massive negative preconceptions.