I want to create an emotional connection with the Love Nest community emphasising shared values by telling a brand story of personal reflection and coming back to a slower, more conscious way of life. I plan to tell a story of reflection, about how lockdown has emphasised a need for re-evaluating priorities, spending quality time with whanau, slowing down and cooking healthy, wholesome food from scratch. By caring for the environment and community you are a part of and in turn supporting local business and community.
I want to use the idea of self-achievement, about how people see the life they intend to manifest and this brand aligns with this way of life. Enjoying quality time with your whanau, families and loved ones. I want to embody the idea of getting back to your roots. The idea of simple home living, slowing down to cook together and growing your own food. Appreciating the produce you collect in your local community. Going back to basics.
Turangawaewae – respecting where you came from and the relationship between our land, our people and the small changes we can individually make that have a positive impact in our community.
Simple living, slowing down, home, local lifestyle, home cooking, home is where the heart is, cooking together, handmade, community, whanau, family, loved ones, wholesome.
One of the ways I would like to tell this story is through a short film made for social media and on the website, of showing a family cooking in the kitchen. Showing how the wax wraps could be used to cover food and wrapping the homemade sourdough in the bread bag. Warm colours and natural light. Showing the products in use within a lifestyle that tells the story of ‘Love nest’.
Inspired by this: https://www.youtube.com/watch?v=YKyekQ1njNQ
Sharing Meaning behind the Name-
Nest can mean home and it also has a very natural feel. The story behind the name of ‘Love Nest’ could mean weaving the threads of the home for the whanau. The weaving the thread idea also references conscious textile considerations too, emphasising the special connection between home is where the heart is and where you ‘nest’.
I would like to provide fabric information to tell the consumer about how they are grown and why they are an eco-friendly and appropriate choice. By offering the customer fibre knowledge they can slow down and understand where their products come from and feel like they are making more conscious choices (so they can feel like their values align with Love Nest’s).
Also, I would like to design swing tags for the products that explain the fabric choices and care. This will help the customer feel more connected to the product and encourage a move away from a disposable lifestyle.
I would like to highlight the fact that these products are produced to be reused over and over again. Not only do the product bags replace plastic and the wax wraps replace glad wrap, they also help keep food fresher for longer, in turn there is less food waste.
Some ideas to express this include; a photoshoot at a local farmers markets, discussions on blog on how to use these alternatives to plastics, stop-motion film on how to use them, send samples to zero waste influencers, perhaps Love Nest could donate some of their profit to a food waste charity.
I think a blog would be another great way to tell the community the brand story. It could provide useful tips on how to use the products, recipes on how to make some things from scratch, some background information and small changes the individual can do to make a difference in these strange economic and environmental times.
I plan to use a designer bio page on the website and social media to offer the audience an insight into the story of the textile designer and why she has started Love Nest. I think that will help the target audience relate and feel a deep and personal connection with the brand. For example, Harriet felt let down by the fast fashion industry and the environmental impact that it makes on the planet. She sought to find a way to blend her passion for textile design while not making a negative impact on the planet. Her background in fashion forced her to confront the throwaway culture of seasonal trends and fast consumption. She decided to turn towards a business model that is more timeless, trend-less, and thoughtfully considered, a model built on values of slowing down, quality time with family and living a lifestyle that you love.
Design Inspiration & Process
I would like to showcase the inspiration behind the design process drawing the audience in and connecting them with how products are created. Through teaser mood boards, stories on Instagram I think the audience will build connections to the brand and put higher value on the specialty designs themselves too. I also want to show the screen printing and textile process, with an open and honest production process the audience can be assured they are buying something ethical and local. Hopefully, the target audience will value the quality and story if they know what happens behind the process.