ycn submission my work

YCN TED BAKERContributions8 8 8 8 8888

1/6

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-The promotional material isn’t reaching new customers therefore customers have an outdated preconception of the company.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


2/6

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.


3/6

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.

andFishChips

at


andFishChips

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TIME FOR TEA AT TEDʼSFreshly caught ideas everyday, only at Tedʼs.

T H E T E D T I M E S

TERMS & CONDITIONS : *OFFER IS VALID FROM 2ND – 7TH MARCH 2011, REFERS TO STANDARD DELIVERY SERVICES TO ADDRESSES IN THE UK ONLY . THIS OFFER DOES NOT APPLY TO THE PURCHASE OF GIFT CARDS . THIS OFFER IS NOT VALID IN CONJUNCTION WITH ANY OTHER PROMOTION . THIS OFFER ONLY APPLIES TO ORDERS PLACED AT WWW .TEDBAKER .. CO .UK

season in Blighty. Showcasing 300 bands in 30 venues over 3 nights, we’re proud to be part of it by bringing our Next Big

Brighton.

be countless pre-publicised performances and impromptu street gigs, with some no doubt in Ted’s Brighton store.Can’t wait that long? Well you can download live tracks

month on the Ted Baker website.

Following on from the success of the UK nationwide HMV Next Big Thing festival in February, Ted Baker is pleased to announce his support for The Great Escape.

The unassuming chino. You canʼt miss them, theyʼre everywhere. Young, old, boys, girls; chances are you probably own a pair. Well itʼs time to ditch the

For ladies there’s Aileron, our turn up detail cotton chino that’ll look stunning with heels as well

a casual tee; one should never underestimate the versatility of this classic gem. We’ll soon be launching more colours but until then, this light grey pair will look stunning with our new wedges Peea, and short sleeve shirt Freira. Of course we wouldn’t leave the gents out. Freeply comes in tan as well as navy, which is a good all year round colour that can be worn at the height of summer as well as in the depths of winter. Try them with stripes or a chambray shirt and don’t forget

up the bottoms.

CHOOSE CHINOʼSTed’s Braintree outlet store is closing its doors on Friday for refurbishment. Until it reopens in April, you can always use

shop our online outlet stores for both men and women.

LOOK ON THE BRIGHTON SIDE

MORE fun designs from Ted Baker capturing it’s irreverent British humour, exploring the very British ‘Fish n Chip’ shop theme with a twist. ‘Time for tea at

Ted’s’ will be a promotional piece for its individual range of watches. Ted Baker timepieces are held in high regard. With their quirky detailing (e.g. asymmetrical cases, unique use of colour) and thoughtful attention to detail, they ooze both personality and true quality.

designs for its watches will be launched on 25th March in

with its own cafe for all to feast on and maybe even a can of Ye Olde Dandelion & Burdock if your lucky! Speaking with Ted Baker

allowed the team to really get to grips with what the brand and its range of watches is all about. “We chose the ‘Fish n Chips’ theme to banish preconceptions of the Ted Baker brand being upper class and out of date” .

“Because of this we chose a more humble approach that all Briton’s alike can relate to.” A&S.

Langley is sure to get you noticed. It is the epitome of style and elegance and has the breadth to take you through

feminine fragrance has notes of Sweet Bergamot entwined with Ginger and Pink Pepper. At its heart, rejuvenating Petite Grain and refreshing Green Tea with a twist of Orange Flower, and a smooth woody base note of Musk, Cedarwood and Vetiver, all

of this delightfully elegant fragrance.

SCENT FROM TED TO YOU

“Ted Baker and its range wanted to be less of a snooty elite club and more of a well groomed family”

Pashion is refreshing and zesty with masculine notes of leather and spice. It conveys a

changes perspective throughout the day as Bergamot, Lemon, Grapefruit and Orange, give way to Ginger, Pink Pepper, Fennel, Pimento Berry and Tea, to reveal a base of Cerdarwood, Leather, Olibanum and Amber.

Weʼve just launched two

women and Pashion for men, fusing the Ted Baker lifestyle and the world of scent.

TIME FOR TEA AT TEDʼSFreshly caught ideas everyday, only at Tedʼs.

T H E T E D T I M E S

TERMS & CONDITIONS : *OFFER IS VALID FROM 2ND – 7TH MARCH 2011, REFERS TO STANDARD DELIVERY SERVICES TO ADDRESSES IN THE UK ONLY . THIS OFFER DOES NOT APPLY TO THE PURCHASE OF GIFT CARDS . THIS OFFER IS NOT VALID IN CONJUNCTION WITH ANY OTHER PROMOTION . THIS OFFER ONLY APPLIES TO ORDERS PLACED AT WWW .TEDBAKER .. CO .UK

season in Blighty. Showcasing 300 bands in 30 venues over 3 nights, we’re proud to be part of it by bringing our Next Big

Brighton.

be countless pre-publicised performances and impromptu street gigs, with some no doubt in Ted’s Brighton store.Can’t wait that long? Well you can download live tracks

month on the Ted Baker website.

Following on from the success of the UK nationwide HMV Next Big Thing festival in February, Ted Baker is pleased to announce his support for The Great Escape.

The unassuming chino. You canʼt miss them, theyʼre everywhere. Young, old, boys, girls; chances are you probably own a pair. Well itʼs time to ditch the

For ladies there’s Aileron, our turn up detail cotton chino that’ll look stunning with heels as well

a casual tee; one should never underestimate the versatility of this classic gem. We’ll soon be launching more colours but until then, this light grey pair will look stunning with our new wedges Peea, and short sleeve shirt Freira. Of course we wouldn’t leave the gents out. Freeply comes in tan as well as navy, which is a good all year round colour that can be worn at the height of summer as well as in the depths of winter. Try them with stripes or a chambray shirt and don’t forget

up the bottoms.

CHOOSE CHINOʼSTed’s Braintree outlet store is closing its doors on Friday for refurbishment. Until it reopens in April, you can always use

shop our online outlet stores for both men and women.

LOOK ON THE BRIGHTON SIDE

MORE fun designs from Ted Baker capturing it’s irreverent British humour, exploring the very British ‘Fish n Chip’ shop theme with a twist. ‘Time for tea at

Ted’s’ will be a promotional piece for its individual range of watches. Ted Baker timepieces are held in high regard. With their quirky detailing (e.g. asymmetrical cases, unique use of colour) and thoughtful attention to detail, they ooze both personality and true quality.

designs for its watches will be launched on 25th March in

with its own cafe for all to feast on and maybe even a can of Ye Olde Dandelion & Burdock if your lucky! Speaking with Ted Baker

allowed the team to really get to grips with what the brand and its range of watches is all about. “We chose the ‘Fish n Chips’ theme to banish preconceptions of the Ted Baker brand being upper class and out of date” .

“Because of this we chose a more humble approach that all Briton’s alike can relate to.” A&S.

Langley is sure to get you noticed. It is the epitome of style and elegance and has the breadth to take you through

feminine fragrance has notes of Sweet Bergamot entwined with Ginger and Pink Pepper. At its heart, rejuvenating Petite Grain and refreshing Green Tea with a twist of Orange Flower, and a smooth woody base note of Musk, Cedarwood and Vetiver, all

of this delightfully elegant fragrance.

SCENT FROM TED TO YOU

“Ted Baker and its range wanted to be less of a snooty elite club and more of a well groomed family”

Pashion is refreshing and zesty with masculine notes of leather and spice. It conveys a

changes perspective throughout the day as Bergamot, Lemon, Grapefruit and Orange, give way to Ginger, Pink Pepper, Fennel, Pimento Berry and Tea, to reveal a base of Cerdarwood, Leather, Olibanum and Amber.

Weʼve just launched two

women and Pashion for men, fusing the Ted Baker lifestyle and the world of scent.


4/6

The application of the designs was 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.

The table cloth pattern worked really well as a reverse to the packaging an promotional designs. It kept up the consistency of the imagery and humour that Ted Baker wanted.


5/6

I excerised some crafting skills when 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 package works so well together with the marriage of Stephs 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


6/6

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.

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ycn submission my work