British upmarket department store Fortnum & Mason has introduced a bold, vibrant new redesign for Fortnum’s classic private brand Florentine biscuit (cookie). The range has been completely redesigned by Design Bridge and revamped to include six new flavors – including pistachio and pomegranate, and orange, lemon and pine nut – calling for packaging as distinctive as the new-look Florentines themselves.

Chloe Templeman, Creative Director at Design Bridge commented: “Florentines are a biscuit of two contrasting halves: a crunchy, buttery, nutty base and a silky-smooth chocolate topping. Our designs are directly inspired by this satisfying clash of textures and also the vivid new colors Fortnum’s has introduced to the range, like bright yellow chocolate topping for the delicious rum, raisin and custard variety.”

Taking inspiration from the circular biscuit itself, each of the six packaging designs are a combination of patterns and shapes inspired by the ingredients, such as raisins, pine nuts and pomegranate, mixed with swirls, waves, zig-zags and geometric forms. The color palette is bold and full of contrasts too, and again expresses the unique personality of each Florentine and the new vibrancy of the new range as a whole. 

Chloe Templeman, Creative Director at Design Bridge continued: “Within this system of playful clashes, we also included layers of detail that bring even more personality to the range. We’ve used foiling, metallic inks and different varnishes to make the packaging feel as tactile as the biscuits themselves. The circular window in the packaging allows people to peek at the product inside and echoes the biscuits shape. We’ve also designed the barcode to look like a bite has been taken out of it…everyone knows that the sign of a good Florentine is the mouth-watering ‘snap’ you get on first bite!”

A new chocolate mold was also created for the Florentines, inspired by Italian architecture – a nod to the birthplace of the Florentine. Bespoke to Fortnum’s, it gives their range an undulating texture, which is designed to emphasize the taste and experience of the Florentine when biting into it, bringing an additional layer of distinctiveness.  

Yvonne Isherwood, Design Manager at Fortnum & Mason commented: “Our Florentines are a classic Fortnum & Mason product, well-loved by many. We’ve reinvigorated the range to make them even more delicious and distinctive for our customers, and Design Bridge has done a brilliant job at bringing the energy within the range to life. The packaging demonstrates the unique flavor and personality of each Florentine whilst working together as a whole range. We can’t wait for our customers to try them!”

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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.