The hens rule
the roost!
Fortnum & Mason Easter
Ruling the roost with seasonal gifting.
The Solution
We began by asking the age-old question: ‘Which came first, the chicken or the egg?’ And for this range, the chicken won. This inspired the theme of Extraordinary Chickens, brought to life through a witty, painterly illustration style that drew from the intricate patterns of real plumage. The design treads a fine line between decoration, abstraction, and camouflage, embodying Fortnum & Mason’s signature wit and artistic sensibility. The visual system was developed to be both impactful and adaptable, enabling new products to be introduced over time while ensuring the range maintained visual harmony as a family.
The Impact
Launched in 2016, the Extraordinary Chickens range was an instant success, with impressive Easter sales that secured its place as a permanent part of Fortnum & Mason’s seasonal portfolio. The range was refreshed in 2022 to enhance flexibility and longevity. The work was recognised with both a Dieline Award and a Drum Award, celebrating its success not just commercially but creatively as well.
The packaging was featured in the design press and won multiple design awards.
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Liz Earle
