Harvey Nichols Embraces Food & Fashion In Redesign

High-end British Department store chain Harvey Nichols has unveiled its fearlessly stylish rebrand of the Harvey Nichols private brand food collection.

Created by U.K. based branding agency Smith&+Village the new private brand design brings fashion back to food, with a collection that captures the stylish, irreverent and unique Britishness of Harvey Nichols.

Harvey Nichols’ private brand food packaging, famous for its iconic black and white photography, was launched in 1994 and has stood untouched until now.

The team reassessed the desire of the store’s uber-stylish consumers and delivered a collection as inspired and led by fashion as the London store itself, reinventing the food offering by putting the language of fashion at the heart of this rebrand.
Each range, from tea to cookies, is given its own identity, but like a fashion collection, it is built with lots of different elements, so that everything works together but does not look the same. The design is unified by a strong tone of voice, premium materials and a collection of newly crafted graphic patterns incorporating the Harvey Nichols ‘HN’ monogram. The success of the design is evident with the patterns already appearing as touchpoints in other parts of the store.The fearless attitude and razor-sharp wit of Harvey Nichols is communicated in a tongue-in-cheek naming strategy for the food products, incorporating playful and mischievous one-liners such as ‘Short and Ginger (But I Still Love You)’ for ginger shortbread and ‘Must-have Bags’ for teabags.

Richard Village, Director, Smith&+Village, says: “The original identity for the Harvey Nichols food collection captured the Ab Fab glamour of the 1990s. The new high-fashion identity is absolutely right for today’s super-stylish, highly visual, fashion-forward foodie consumer who wants to have fun when shopping the collection.”

Debrah Smith, Creative Director, Smith&+Villages adds: “The design of the physical packaging has been extremely important in this project. For a start, none of it is throw-away, so the Harvey Nics brand lives on in people’s kitchens long after the product is finished. Secondly, it is led and inspired by fashion to delight the target audience – pull-out biscuit packaging that is closer to a sunglasses case than a pack of biscuits; airtight tins to keep biscuits fresh for longer with colors inspired by lipstick shades and shiny, elegant refillable tea tins.”

Shirley Aubrey, Food Development Manager, Harvey Nichols, says: “In reimagining our much-loved food collection, Smith&+Village has delivered an inspirational concept that connects with our consumers on many levels. It’s inspirational, agile and outstandingly relevant, with a finish that encourages the consumer – or gift recipient – to keep each piece of packaging and reuse and rediscover it time and time again.”

The new branding will be applied to seasonal variations across the year, with the launch of a Christmas range shortly. The new design strategy ensures that the food collection stays relevant, stylish and desirable.

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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.