The focus group sessions start at Musto tonight. The groups consisted of six women followed by six men. Chris from The Nursery showed the group around a mocked-up shop and discussed the mood boards, brand graphics and tag lines. I planned to stay for the first group but stayed for both. (There’s another 3 nights of this next week.) It’s tempting to cherry pick bits from their comments to justify my own opinion of what we should do. But that’s Chris’ job. We haven’t presented finalised design concepts… more the elements that might be included in an identity. Finding the right story, rather than choosing a solution.