UK Greetings | Restarting

I've been working on outcomes for this brief for the last couple of weeks, and I've been dissatisfied with all of the designs I've created so far.

I started off in photoshop creating something that is purely digital/shape based, which is unlike the work I usually do. I wanted to try a different approach, however I think it is just over complicating things, as photoshop has too many options.

Here are the first attempts at greetings cards. They're too digital, and I got frustrated with making them because they overall look was really far away from what I usually do, and what I like doing...

Here are some examples of the second attempt at the greetings cards - halfway between digital and handmade:

Although these are a bit better than the first attempt, I'm still not happy with them. I think I'm going to try a much simpler, whimsical approach.

This brief doesn't completely appeal to me, as it is very commercial and geared towards retail. I think it'll be unlikely that I submit designs to the competition because the idea of being a retail-based illustrator isn't something I'm totally comfortable with. It just seems a bit empty and for the sake of it. My immediate opinion on illustrated goods isn't too enthusiastic.

However I do want to push myself and create an outcome for the brief, as I want to see what my work looks like as a set, and go through with creating the design boards.