Cath Kidston Design Direction

After discussing various possibilities for the theme we have decided to concentrate on British Baking, getting back to the roots and inspiration. Baking and cooking is something that the target market likes to get involved with and by the looking at Cath's current products in store it is clear that many of the products relate to baking and this style of life. It is also relevant to the 1950s housewife lifestyle which Kidston's patterns reference. We think there is a gap in the market here for this style of print. It is quite an obvious theme which hasn't yet been explored, there is definitely potential for something really beautiful. We have decided to stick to British cakes/buns to emphasize British heritage and culture. Instead of just having a selection of cakes we wanted to push the concept further and look at the process of baking and the components involved in it. We have decided to look at the utensils and ingredients needed to make the cakes and have a mix of cakes and ingredients to make up the pattern. This will be a good way to fill the space without being too crowded with cakes.

I will research into old British 50s cake recipes as I think the imagery used around that era is relevent to the style of paterns we need to create. Some of the cakes we have decided to look at are:

• Chelsea Buns
• Victorian Sponge Cake
• Swiss Roll
• Battenberg
• Butterfly Buns
• Bakewell Tart
• Upside Down Cake
• Apple Pie
• Swiss Roll