Elegant Private Brand Confections From Great Britain

Fortnum & Mason2

UK retailer Fortnum & Mason, has created new a new set of Private Brand confectionery packaging designs created by Design Bridge. The designs deliver a deeper level of storytelling, craft and wonder, the packaging reflects the provenance of ingredients, as well as the magnificence of its store.

The design team commissioned letterpress artist Jon Kielty at JMG Studio to re-design the glassine wrapper for the fudge range. Adding theater and interest to the packaging, he also developed the distinctive lettering for the main sleeve, bringing the truffle boxes up to date with delicate hand-painting and incorporating a distinctive foil finish.



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.