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Fortnum & Mason Famous Tea Range Re-design

Agency: DECIDE.
Project Type: Produced, Commercial Work
Client: Fortnum & Mason
Location: London, UK
Packaging Content: Tea
Packaging Materials: Tin, Card, Paper

DECIDE's design task for Fortnum & Mason's Famous Tea re-design was three-fold;
• to reinforce Fortnums’ authority in premium speciality tea
• to reflect the brand's 'Quintessentially English' proposition
• to inject provenance, improve range differentiation and enhance navigation

Reinforcing Authority:
Core to re-establishing Fortnum & Mason’s authority in speciality tea was to take confident ownership of the category.
We took the range from a sea of grey muted metallics featuring small, difficult-to-read stickered labels, to a colourful, elegant and quirky design that elevates ownership, provenance and range communication.

We elevated the distinctive Fortnum & Mason brand marque within the design hierarchy to create a confident, consistent canopy for the entire range. We created clear differentiation between each range via fully printed tins and the introduction of distinctive colour-coding which is empathetic with the vibrancy of
other complimentary F&M product categories.

All designs reflect the brands’ renowned attention to detail.

Finishing touches were added, including: the use of metallic inks on individual tea bag envelopes; a “time for tea” statement embossed inside the base of each caddy (a prompt to encourage repeat purchase), decorative print on the inside of cartons; and each individual tea bag carrying branded tags – ensuring the positive brand experience continues for consumers, post purchase. QR codes were also included on pack for the first time to further reinforce brand authority – by allowing consumers to access value-added information and advice on making “the perfect cup of tea”.

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via Packaging of the World – Creative Package Design Gallery http://ift.tt/1GNsVNJ

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