British upmarket department store Fortnum & Mason’s has introduced a revitalized line of private brand Herb and Fruit Infusions. Designed by Windett Associates each tin is decorated with illustrated flora and fauna, which stand out against the metallic finish on the actual tin.

The agency was asked to create a design concept which visually represented the herb or fruit blend and emphasized the quality of the ingredients in the premium product aspect of the range and to reflect the quality of the ingredients. Modernity was essential in the design as was the overall product appeal.

Colorful, textured fruit and herb patterns were created for each flavor, producing a distinctive ‘rainbow’ across the range.”

A tubular tin with an inner plug lid was utilized which was both elegant and practical – the inner plug lid helping to maintain product freshness. The tall format tin was selected for greater merchandising impact.



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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.