OUGD603/Grace Buckley Brief, Concept & Target Audience 1/3 Brief 6: Something More: The Ministry of Wonderful Concept Cockle Bay is a retirement home brand of ‘villages’ by the seaside in different locations in the UK. Each village is made up of beach huts and every resident is invited to decorate and furnish their hut in a way that makes it homely. The residents have their own community but maintain their independence, while staff are on hand if needed. Target Audience/Tone of Voice The older generation, as well as their children looking for a retirement home for their parents. The tone of voice must be friendly and inviting as these retirement villages are a home from home, not somewhere to be depressed. Brief Create a new concept and branding for a retirement home. It has to be something out of the ordinary that improves existing perceptions of what retirement homes are like.