Live Brief – Transform the face of the British High Street
We were presented with a fictional brief from FITCH - ‘Transform the face of the British High Street’.
In order to do this, we were asked to think about two questions.
- What do we want from our High Streets in the future?
- What is if that is going to drive us back onto the High Street?
In self-initiated groups of three, this is the solution my group presented. (All works shown are my own. No works belong to the other members of the group.)
Our concept is about bringing the community together through food and leisure.
Nature’s Local Pantry is a collection of stores including a bakers, butcher, dairy and green grocers, selling fresh produce from within a 15-mile radius. The shop will be stocked by the community and will promote local farms and allotments to bring in their goods to sell back to their neighbours.
Knowing that people would like flexibility and convenience, Nature’s Local Pantry will be open late, so that business people can pick up food on the way home, with the option of online and mobile ordering.
To reach out into the town, the store will be a space for learning new techniques and skills in cooking, a place to win first prize in a monthly cooking competition, and way to share your mum’s recipes in a community cookbook.
Our idea was based on ‘Farm to Table’ products, as many believe that they are fresher and healthier or more nutritious. To portray this idea we wanted a homely, welcoming and natural feel to the overall idea. We wanted to emphasize this using earthy tones, natural material and handwritten style typography.
The uniform and clothing were kept simple but professional. A black t-shirt with the appropriate branding and the kitchen hat and apron for within the food preparation areas.
We designed minimalist sealing stickers for use of butcher’s or cheese papers, when rapping up produce. A jute bag was also designed in order to promote repetitious usage.
A simple website concept was also designed. This would hold all of the latest information across the stores, details of upcoming events and workshops, and the ability to place orders for collection at your local store.
As well as these, a mobile application concept was designed to show how they store would be available away from a computer.
© Copyright Kim Sharp 2013