UK retailer Fortnum & Mason’s has introduced new bright and elegant designs for its private brand line of premium tea. Created by agency Otherway London the colorful patterns make it easy for consumers to differentiate between the various flavors while allowing the product to maintain a fun yet high-end look.

Gloriously democratic, after water, tea is the world’s most widely consumed drink. For over 300 years Fortnum & Mason have chosen only the finest of leaves to serve to people and palaces across the world. A Fortnum’s pot of tea, in whatever variety you pour, is no mere cuppa. Rather the distillation of an obsession, and the purest expression of an English legacy.



Fortnum & Mason sought to appeal to a new generation of global tea drinkers, while still showcasing their expertise and heritage in tea.


Their ‘Tearistas’ developed Oddi-Teas – a range based on a high-quality green and black tea base with innovative flavor profiles inspired by famous Fortnum & Mason treats, from biscuits to tipples, chocolates, and sweets.

The agency collaborated with the Fortnum’s team to create a new and exciting collection of packaging designs for Oddi-Teas. With a nod to the boldness and fun of the flavors, Fortnum’s rich design aesthetic was developed into a bright, clean and abstract layout – each condensing the design inspiration of the flavors right down until they got to their purest, most iconic visual form.

A highly technical print production was used, comprising of a series of multi-layered finishes, from embossing to foiling and color specials to create a beautiful second look.

The range expanded Fortnum’s new tea audience with the Gin & Tonic Oddi-Tea in particular featuring widely on social trend sites globally after launch and the first delivery of the collection completely selling out in store and online.

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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.