The Drum Awards for Marketing - Extended Deadline

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Date: May 2017
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Independent brand design agency Design Bridge is delighted to share details of their latest work for Fortnum & Mason: redesigning the packaging for their core range of biscuits. The new designs put a contemporary twist on the decorative ceramics and fine china traditionally used for a British teatime and reflects Fortnum & Mason’s ongoing focus on bold and beautiful design, as well as delicious product.

Design Bridge went to great lengths to ensure that each of the six designs felt as special and unique as possible while still feeling part of the same family. The team hand-drew the decorative plate design and carefully varied its pattern of flowers and flourishes to create six unique crops, one for each biscuit flavour. Each crop has been applied to the design at a different scale, introducing a refreshing pace, energy and variety across the range. Their plate design has also been treated to give it a slightly worn feel, rather than being pristine and crisp, as if it's been well-loved and well-used in many a teatime.

Credits

Design director: Chloe Templeman

Additional credits: Customer experience director (Fortnum & Mason): Zia Zareen-Slade