The brief was to design a logo for Midsummer, a company which distributes gluten-free desserts, targeting senior individuals. Therefore, the key value the client wanted the designs to convey was a sense of nostalgia. The final deliverables were specified as follows: logo, vehicle graphics and additional promotional materials to support their aim of increasing brand awareness and establishing a stronger presence of their stores within local communities. 

As the company wants to evoke a sense of nostalgia in their target audience, it is important to consider what time-period would coincide with the audiences’ childhoods and teen years which would be most often associated with sentimentality.
Seniors are generally categorised as individuals aged 60 and above, which would have been born from late 1940s onwards, and would have therefore lived their childhoods and teen years throughout 1960s, 1970s and even early 1980s. These are therefore the key decades to focus on in order to achieve a sense of nostalgia, with a special emphasis on the 19070s, as this decade would be most relevant for the majority of today’s seniors.