Luxury British department store Harvey Nichols has released a new private brand range of Valentine’s Day gifts designed by Smith&+Village. Building on the success of the stylish Harvey Nichols private brand food collection redesign in 2018, the line includes five boxes of premium chocolate truffles in a variety of sizes.

The wit and playfulness of the core food collection follow through into the Valentine’s range, with the traditional ‘heart’ icon replaced by phrases such as ‘I heart emoji u’ and ‘hearts and kisses.’ Each pack is adorned with bold graphic patterns developed for Harvey Nichols, with boxes that are closer to cosmetics (or jewelry boxes) than chocolate.

Richard Village, Director, Smith&+Village

“With the witty, stylish and highly-visual new food collection quickly accepted by its loyal following, Harvey Nichols was in the perfect position to deliver a high-impact, fun take on Valentine’s Day,” commented Richard Village, Director, Smith&+Village. “Bright, stackable boxes of delicious treats with cheeky one-liners guaranteed to raise a smile from whoever is on the receiving end.”

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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.