Sophie Herring

Brief 2Ted Baker OUGD301page 1 of 5

The Brief

To create a sub-brand for Ted Baker’s Autumn/Winter collection along with a range of in store promotional material to work alongside it and consideration of shop window display.

Concept

Using gradual colour gradients to represent the change from day to night and how this occurs predominently in Autumn/Winter when the clocks change resulting in shorter days and longer nights. The sub-brand DAIZE stems from the concept of time change.

AUTUMN WINTER

Sophie Herring

Brief 2Ted BakerOUGD301page 2 of 5

In Store

The in store material includes a range of gift card designs for the shopper to chose from and also a small look book/catalogue for the Autumn/Winter collection which would be available to browse around the store.

The front cover of the look book reads the phrase ‘Short DAIZE long nights’ to emphasise the Autumn/Winter collection and how short days and long night occur with the time change in winter. This design is continued onto the gift wrap.

Sophie Herring

Brief 2Ted BakerOUGD301page 3 of 5

In Store- Packaging

Other instore material includes a range of products which would enhance the shoppers experience. A gift bag and gift wrap for the customer’s purchase would be provided along with a receipt holder upon purchase of the collection in store. On the garments there is a range of swing tickets which would hang to promote the new collection.

All designs have a varied visual representation of the change from night to day with the colours ranging from dark to light.

Sophie Herring

Brief 2Ted BakerOUGD301page 4 of 5

In Store- Swing tickets

The swing tickets are circular to represent the moon or sun which plays a part in the time change in winter. There is a range of day tickets, night tickets and gradient tickets which all represent the brand.

Sophie Herring

Brief 2Ted BakerOUGD301page 5 of 5

Store Window

The store window is a visual aid to promote the brand’s collection. The theme of day and night will be continued and will reach out to customers with copy and also the gradient colours.