Cath Kidston
Make your customer the hero.
Take the leap.
Brand Positioning
Tone of Voice
Brand Book
Workshops
Content Strategy




Key Copy
The Resolution
Inspire the everyday optimist
Cath Kidston needed to flip their thinking – from what is the “Cath Kidston story” to what is the role we play in the story of our customers lives.
We identified their audience as those who choose joy and live it confidently, which in today’s world is a bold act. In their everyday lives, Cath Kidston would be a reminder to tap into that more joyful, playful side of themselves with a mission to inspire the everyday optimist.
How? Through hand-drawn prints that spark memories – of happy times, carefree moments and Great British quirks that live on inside their customer’s minds. Memories, that would propel them forward to shine. In a British tone of voice that balanced their nostalgia and joy, with optimism and confidence.


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