Naming the Collection
Naming of the greetings collection has been left until last in ensuring all contributing products have been produced, allowing for clarity and retrospect to aid the decision.
As a result of the collection bearing two idea-ologies - the playfulness of the concept in conjunction with luxury motives - naming the collection has come with some difficulty.
Ultimately, the collection name needs to communicate the subject matter of the material(s) whilst declaring the luxury finish it bears without appearing as a novelty or gimmicky collection.
Considering the above, the decided name of the collection is ‘BRITISH BISCUIT LUXE.’ This name
encapsulates all that is featured simply and directly.
The Collection
The BRITISH BISCUIT LUXE collection brings together a range of Greeting materials that are formed from a cohesive range of motifs using experimental processes and methods, such as
multi-layer foiling and envelope opening system, to create new and exciting designs that capture both the Nation’s love of biscuits and the strength of the country through luxury finishes and a playful concept. The collection includes 7 Greeting Cards and Note Cards (with appropriate respective
envelope sizes) a Gift Bag, 2 Gift Wrap options and an A5 Notebook. From initial research to final outcomes, the collection is underpinned with the motive to provide a resolution to both problems identified within the Greeting Card industry and current affairs within British society alike.
Biscuits, though not inherent for all cultures, are a big part of British custom. They are known and loved by the Nation - including both men and women, young and old and inbetween. The collection therefore may be of greater appeal to a more diverse demographic, perhaps helping to balance the sales situation in which currently 85% of all cards are purchased by women.
With the vast majority of greeting cards being bought in bricks and mortar stores as opposed
to online and greeting card making being the number one craft hobby, the high-end/luxury
finish of the cards and accompanying products provide sector consumers with what they
evidently have preference for - crafted tactility as opposed to digital photo-prints.
Perhaps most importantly, the collection has quintessential Britishness at its core. With no
other country having such a tradition of card sending or card displaying in the home, when
added with the traditional British biscuit(s) - the collection is representative of British
custom and society as a whole.
The importance of Biscuits to Britain is only made clearer by the part they are set to play in Britain’s Brexit negotiations.
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