Uk based high-end department store Fortnum & Mason has introduced six bespoke designs for Fortnum & Mason’s core range of private brand biscuits (cookies). Each package draws inspiration from decorative ceramics and fine china traditionally used to serve tea and biscuitsIndependent brand design agency Design Bridge created the new designs with a contemporary twist on the decorative ceramics and fine china traditionally used for a British teatime and reflects Fortnum & Mason’s ongoing focus on bold and beautiful design, as well as delicious product.

Independent brand design agency Design Bridge created the new designs with a contemporary twist on the decorative ceramics and fine china traditionally used for a British teatime and reflects Fortnum & Mason’s ongoing focus on bold and beautiful design, as well as delicious product.

Chloe Templeman, Design Director at Design Bridge commented “We were inspired by the very Fortnum’s, and also very British, institution of having tea and biscuits, especially the designs of the special china used to serve them on. Referencing the Fortnum & Mason archives, architectural details of the Piccadilly store, and fine Georgian ceramics we designed our very own decorative plate to incorporate into the new packaging designs. The result is a range of tins that feel so special and considered that people want to show them off next to their finest china instead of decanting the biscuits onto a plate.”

The agency went to great lengths to ensure that each of the six designs felt as special and unique as possible while still feeling part of the same family. The team hand-drew the decorative plate design and carefully varied its pattern of flowers and flourishes to create six unique crops, one for each biscuit flavor. Each crop has been applied to the design at a different scale, introducing a refreshing pace, energy and variety across the range. Their plate design has also been treated to give it a slightly worn feel, rather than being pristine and crisp, as if it’s been well-loved and well-used in many a teatime.

Chloe Templeman continued “On pack we’ve added strong, vibrant colors to the pattern to give it a contemporary feel and have applied the colors in bold blocks that don’t always match up with the edges of the pattern, adding energy and a sense of discovery. Combining metallic and non-metallic colors adds even more depth, while a de-bossed square in the middle of each design works as a consistent and calm focal point, displaying the flavor of the biscuits and added the new tagline created for the range: ‘For extraordinary teatimes.”

The structural design of the tin was also updated so they can be stacked seamlessly on shelf, better accommodating how the biscuits are merchandised both in London and Fortnum & Mason’s outposts around the world. The new lid is inspired by vintage tea caddies and biscuit tins, which brings a consistent band of Fortnum & Mason’s signature ‘Eau de Nil’ color to the range. To finish it off, the Fortnum & Mason logo is proudly embossed on the front of each design in gold ink.

Zia Zareem-Slade, Customer Experience Director from Fortnum & Mason commented: “We are proud of the new packaging designs for our delicious core range of biscuits. Design Bridge has really succeeded in bringing a new playful and contemporary feel to the designs while ensuring they remain a special treat that every Fortnum’s tea-lover will be proud to present at teatime. The design complements the new and enhanced recipes that are incorporated in this range – from the new and divine Salted Caramel to the classic and more-ish Chocolate Pearl .”



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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.