The tone I would like to create with my copywriting is simple, wholesome, slow and warm. A few ideas for taglines include:
- Conscious homewares for a slower life
- Ethical homewares for conscious living
- Simple living made beautiful
- Home is where the heart is
- Waxed with love Hand made for dinner the heart of your home
- simple living made beautiful
I was thinking for the wax wraps I could include an ingredient list since is it so pure to emphasise the goodness of it:
- Ingredients: NZ Beeswax. Simple.
- Ingredients: Pure Organic Cotton. Simple.
- Ingredients: Flax from Linen. Simple.
Perhaps “handcrafted locally with love” on the tag?
I am not sure if I have achieved the perfect tone for my copywriting. I want it really simple and warm. Like come in and feel at home. I think I need to keep practicing my copywriting skills – this is not my forte.
I have been researching a range of artist models who use linear strokes to create movement, pattern and shapes with just a singular line.
Benjamin Ewing (work pictured above) explores emotions and how they directly relate to visual composition. I want to play with this concept that one singular line can create different emotions and feelings from the way they are abstractly drawn. To me this looks like thread (to incorporate the textile weave aspect) and the nest of intertwining lines.
Ewings colour pallets are inspired by post-production colour theory, with a strong focus on light and shadow. I love his simplistic use of colour. The black line on the natural is very modern yet timeless.
These art works all create the idea of thread and weave all created with loose gestural strokes. The different media of paint, pen and pencil all create different textures. They go well with the brand and making the line the joining visual aspect of the whole brand will be a good link throughout all aspects of the Love Nest identity.
Also, I like the way of drawing plants from one single line. I would use the plants on the swing tags to show the fabric is made from flax (for linen). Having consistent illustration style will tie the identity together beautifully.
I have been playing around with turning some of the art that Harriet (the designer for Love Nest) has done and simplifying it into vectors to use it for the fabric swing tags and brand motifs. The flax drawing on the right are the plant for linen. Next step is to see how to incorporate the illustrations into the logo.
After the initial sketches I looked back at my inspirational imagery and decided to try the circular spot nest imagery idea out. I played around with different media.
I had two ideas that I felt worth exploring further. The house/nest icon as it has a Japanese style that my client was after. Or the swirling nest idea. I experimented with these two concepts to see what direction was a better choice for the client and the brand story.
Idea development and experimentation with the spit house nest Japanese aesthetic concept. I think there is something really interesting about this concept. I love the scrawling text but I am not sure it is clear to read. My client likes this ideas also.
I also have been experimenting with joining the letters together with thread. To represent the weaving/nest/textile concept. I actually really love this idea and this is has a lot of potential for diversity in brand fluidity as I could use all sorts of different layouts with the ‘thread’ joining them all together.
I have also been trying out playing with thickness of the line so it looks more realistic. Perhaps trying it done in pen and image tracing would be a good method to try out to see what kind of line quality I can get.
I have explored a wide range of ideas for Love Nest through idea generating techniques, thumbnail sketches and also on the computer. I found it easier playing around with typography ideas straight onto the computer because I am not very good at drawing different styles of typography, therefore it was clearer for me to realise my ideas with the typography look already there.
At this stage I am feeling really unsure of the right direction to head. I have two conflicting ideas I think. A lineal script kind of style with thin threads weaving together the words. Or I could play with the type and explore breaking down the letters to create a nest of letters type concept.
I think it would be good at this stage to talk to my client and see what direction she would like to go. Also, I will go back to the research and mood-board to decide what is the best direction based on the feeling, brand story and brief for Love Nest.
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.
Citta is a New Zealand designed homewares brand. They are targeting the ideal market that Love Nest would be aiming for. Their branding is clean and chic. They have incorporates a little house icon to reflect the ‘homewares’ aspect.
I really like the way they have showcased a designers bio and the designers inspiration page as part of their ‘brand story’. This is a great way to show that design is important to the brand, and for the customers to feel more connected to the brand. This would be an important
I really love the way Tahi has developed a brand story and their identity together. Their logo is very simple of two overlapping circles yet it has a feeling of DNA or coming together. The circles are reflected on the packaging on the bottles and new lines are created. The warm natural colours feel comforting and the imagery is organic, natural shapes and bodies.
I think they have done a beautiful job of connecting the consumer with the brand story. They have details about their brand ethos. They show imagery of the wahnau behind the scenes creating the product, and offer details about the materials used in the product. Although, a completely different product some of the ideas used in their brand story and identity could be applied to Love Nest’s.
Kowtow are a sustainable fashion brand that put design and sustainability at the forefront of their brand. I feel like their brand is cutting edge in they way they reflect ethical business practices while still showcasing high-end design in a fresh modern way (rather than a hippy style). I particularly like the way they present their sustainability and ethical practices on their site with detailed information about fabrics. I think this could be a really useful aspect to include for Love Nest’s brand story and clean, fresh modern identity.