The brief wanted the design to capture the irreverent British humour of the Ted Baker brand. The target audience were urban, stylish and career orientated people whom appreciated something different. It had to be fun, attention-grabbing, innovative and simple to understand.
For this brief there were three different Ted Baker products to chose from - I opted for the watches. Immediately I associated the product with the idea of going back in time - back to the WW2 era. I didn't want to use the dull and dingy colours that would be associated with this era, but make it pop and stand out.
I took ideas from the research I acquired during the brief and intergrated my findings into my designs. The bunting flag was featured in 'The Festival of Britain' logo - which was designed just after the WW2 and would be nice to incorporate this into my ideas.
The 'Keep Calm and Carry On' posters were specifically designed for WW2 and I thought it would be nice to take them and make them into posters for Ted Baker - which would help relate back to the WW2 era and add to the experience.
The idea of using a post box/letter box was to relate with the whole evacuee situation that happened, with the letter writing and/or parcel sending.