Week 5

2. It’s Nice That (2015) Nicer Tuesdays:
   Craig Oldham on Books.

seminal event socially, politically, 1984

coal

bastardisation of iconic images

cultural importance – graphic canon

british social political landscape – readressing willful ignoranc e
punk aesthetic

women – rage against patriachiacal society – activism

democratising design – work drawing on inspirations of other people – inclusive

ethics of design – meaning in work
collective body of work- archive of activism

typeface –

printing with coal
dark – poetic – romantic — poem in the regional dialect

Relation to Black Country

After blooming success selling handmade soap at Greenwhich Market, London we uprooted ourselves to the idyllic Cheshire where we nurtured our seedling business. We attended country shows and fairs which enabled us to connect with our customers, however, the lifechanging events of Covid-19 in 2021 forced us to retreated to the online marketplace where we cultivated our specialist internal marketing team and allowed ideas to germinate. Today, Valentte has flourished into a larger community of individuals dedicated to the wellbeing of people and planet. Our mission is to work in harmony with nature to develop specialist aromatherapy products which nurture wellbeing in humans. Inspired by role of nature in physical, mental and spiritual wellness, our products empower individuals to experience the sensorial benefits of nature through convenient, affordable and organic self-care rituals.

Baskerville’s historical resonance sets a traditional, reliable and trust worthy tone of voice which compliments the brand identity’s conservative influences from its context in the Cheshire countryside. Whilst being dynamic and easily adaptable to a contemporary environment, its medium contrast and stylized serifs and ball terminals create and iconic sense of elegance and timelessness which connects with a middle class female primary audience between 35-50 years of age. The complimentary relationship between Good Karma and Baskerville URW balances respectability with playfulness/quirkiness accentuating the brands nature loving free spirited ethos and its advocacy for female empowerment through sensory pleasure.

Brand Pillars

• Purpose: To work in harmony with nature to develop specialist aromatherapy products which nurture wellbeing in humans.
• Positioning: We challenge mass consumption through high quality, long lasting aromatherapeutic blends tailored to individual needs.
• Personality: Classic, timeless, elegant and sophisticated with a playful, quirky, and mischievous edge. Organic, natural, creative, feminine, soft yet bold!
• Perception: We connect with new and existent customers through a highly people centric digital presence, including collaborative and community driven social media content and a web emphasis on social proofing.
• Promotion: We celebrate femininity and support human relationships and rites of passage through competitive gifting.

Brand Storytelling

• Hero: Valentte/ Mother Nature: The power of plants and botanicals.
• Ally: The customer: supporting environmentally conscious sustainable manufacturing and taking agency over personal wellbeing
• Values: Self-care and kindness towards skin, the planet and people.
• The Challenge: Eliminating toxic materials and production methods hazardous to users and the environment. Maintaining wellbeing in the context of busy modern life. Lack of awareness in the beneficial properties of aromatherapy.
• Mission: to empower individuals to experience the sensorial benefits of nature through convenient, affordable and organic self-care rituals.
• Benefit: Happy healthy, balanced people who smell and feel great!