The hens rule
With Easter gifting becoming increasingly competitive,
eye-catching packaging is a must-have. Fortnum & Mason required an elegant and impactful system that would celebrate individual products yet work together beautifully as a family.
Making the everyday special
Since 1707, Fortnum & Mason have been delighting customers worldwide with experiences that make the everyday special. Across their products, restaurants and famous tea salon, everything they do is informed by their aim of bringing something spectacular and distinctive to everyone who encounters them. Despite their 300 years of heritage, they remain cutting edge in their design approach with a signature feel reflecting a tradition of using interesting artists and illustrators.
We began the project by asking the perennial question, ‘which came first, the chicken or the egg’? For this range, the chickens won hands down and we swiftly settled on the theme of ‘Extraordinary Chickens’, developing a witty, painterly style based around the delightful patterns of plumage.
Tiptoeing the borders between decoration, abstraction and camouflage, our illustrations retain the brand’s trademark wit and humour. Our flexible system allows new products to be added to the range as required, whilst happily sitting together as the Fortnum & Mason Easter collection.
The original Extraordinary Chickens range launched in February 2016 and ran throughout the Easter season. The sales figures proved so impressive that the collection remains part of Fortnum’s portfolio to this day, and in 2022 we were asked to refresh the design, giving them even more flexibility and longevity.
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