Fortnum & Mason Wild & Rebellious

Upmarket London department store Fortnum & Mason has introduced a brand-new private brand range of chocolates created to appeal to a more contemporary audience. The design for the new caramels, pralines and ganache range was created by Design Bridge to sit alongside the retailer’s English Handmade Chocolates which were created to cater to more adventurous and experimental tastes.

The range’s disruptive packaging designs, which are based on bespoke eclectic mixed-media collages created to express the provocative flavor profiles of the chocolates, and appeal to a new generation of consumers. Alongside the packaging, an exclusive new chocolate mold was developed for the range.

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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.