Ok so there's two initial areas of note that influenced my direction for this project. First of all a quick internet search of 'F&M illustration' led me to discover the association between the store and the work of the illustrator and printer Edward Bawden. This gave me real hope that I could adapt my style to the project without fear of my tutor announcing it out of tune with the stores tone of voice. Also I must admit up until this point, and as an Irishman, I was feeling a bit out of my comfort zone designing a hamper for HRH's local grocery store..
Secondly I focused on a target audience early on. I decided to aim the hamper at the younger generation who have embraced organic living, enjoy gardening and cooking and most of all love entertaining. I guess you could call them Foodsters (apose to Foodies). ( Btw: I think I kind of cheated a bit here as I really just based the target market on that of the Kinfolk magazine seen above).
Never the less my initial discovery and focused approach really set the tone for this project.
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