Native Nomads & Paul Hollywood | Big Idea

So, the second part of my FCP summative project was to gather some research about the social media presence of a brand/product that we were allocated. We then had to develop a variety of mind-maps, combining the trend (context stage) with the brand and product, before refining our ideas and defining it in a 15 word statement.

The brand I was given was Paul Hollywood, with the product being his newly released bread stamp.

I began by researching the Paul Hollywood brand as a general starting point, finding out which social media the brand/Paul Hollywood used, where Paul Hollywood started from and where the products were sold. Then I did some more in-depth research of the different social media presence, the specific product and previous promotion, just to get an idea of how Paul Hollywood presented himself and his brand. From this I learnt that he has accounts on Facebook, Twitter and Instagram, with Twitter being the most followed account. On each of the accounts, there are links to his website and the other social media accounts, which helps increase the interaction between him and his fans as everything is connected. There are also elements of promotion, such as his Twitter location being 'The Tent', therefore referencing his part in The Great British Bake Off, and his Facebook cover page is a photo of his new range with the phrase "Introducing my new bakeware! Tried, tested and loved by me. In stores now."

I also learnt that the bread stamp was distributed by KitchenCraft, John Lewis and a few independent department stores, suggesting that the range is somewhat exclusive and sophisticated. John Lewis' product description is "Great presentation can make all the difference to your baking, that's why this Paul Hollywood bread stamp is a quick, easy way to add a rustic finishing touch". From this I realised that the main aim of the product was to offer easy solutions for baking, which can sometimes be seen as tricky and too time consuming for the everyday, busy person.

I then wanted to get a bit more of an insight into what real people thought of the brand, so I did a questionnaire asking for the words which people first thought of when they thought of Paul Hollywood and his brand. I also asked for the words which they first thought of the they looked at the Native Nomads trend, so I could see which words kind of crossed over and this would therefore help me come up with my concepts for bringing the two together. Rustic, crafted and culture where my main three.

After doing a bit of brainstorming, I came up with my final idea.

"Combing the Native Nomads trend with Paul Hollywood's bread stamp with a Wild West theme". 

I noticed that Paul Hollywood's primary target consumer were females, so I wanted to try and extend his target consumer to men, in juxtaposition with the product trying to offer an easier solution to baking. As well as this, I realised, from my primary research, that the Wild West genre is easily recognisable, and as my trend was a menswear trend, I wanted to add a touch of Paul Hollywood's masculinity to an otherwise feminine product.

My three alternative ways of communicating my big idea:

1. A 'WANTED: Dead or Alive' poster, with Paul Hollywood holding some bread rolls and a bread stamp layered on top. The crime would be 'attempting to change the game by making bread rolls easier with a bread stamp'.
2. A flat lay of 6 bread rolls and 2 stamps. Layered on top, a quote would say "I count 6 rolls, baker" "I count 2 stamps, baker", relating to the famous quote in Django Unchained ("I count 6 shots, n***er", "I count 2 guns, n***er")
3. A set up, which features a Pendleton blanket, a cowboy hat, the bread stamp and some other western iconography. There would also be a famous quote next to it, possibly from a Clint Eastwood theme such as Dirty Harry or The Good, The Bad and The Ugly.

Th next stage was to create three concept boards, which you'll be able to see in the next post! 

Georgia.xo