No tricks,
all treats

The Solution
We developed a packaging concept that spanned the entire Halloween range, from tea to chocolate and confectionery, creating a cohesive and flexible design system. Drawing inspiration from the emerging trend of decorating with pumpkins and gourds, we built a theme around their eccentric shapes, textures, and personalities. This gave rise to charmingly mischievous illustrations that transform the gourds into witches, skulls, and imps, laced with autumnal leaves, branches, and hidden surprises like witches' fingers. All illustrations were created in-house and paired with Fortnum & Mason’s iconic typography, retaining the brand’s trademark wit while delivering a sense of seasonal magic and mischief.