/The Imperfect Gem

 

 

 

Client: 

 

 

 

 

Design a new print for Cath Kidston.

 

 

Targets:

Female, 29 years old, has just moved in to her first proper home of her own, has a job she really enjoys, has a close group of friends and a family she values, she doesn’t have children yet... but she’s got plenty of friends who have.

 

 

Idea: 

Every woman like jewelry because it gives them the sense of power, practical, and represents a promise of the person they love. As a 29-year-old female, she works independently meanwhile she is waiting for her Mr. Right. Like waiting a diamond, which represents forever love and the promise. Therefore we design those gems for our target.

 

The hardness of the gems represents the toughness of the modern female. They are going to step in the next stage of her life, which is the thirty ages. There will be more challenges and obstacles in front of them. They will finally overcome those problems because of their determination.

 

But why we use the imperfect shape? It is because they are still young. Like gems, require pondering process in order to become shinier. In other words, female in this stage need to undergo more experience in order to become a “Better me”.