British-style afternoon tea biscuits have a unique sense of advanced packaging

[China Packaging Network News] Speaking of Fortnum & Mason, London's century-old tea shop, people always like to give it a prefix "beloved by Queen Elizabeth." Indeed, with the royal “certification”, Fortnum & Mason seemed to have an extra layer of halo. Visitors came here to experience an authentic English afternoon tea. Fortnum & Mason is also the first choice if you want to buy hand letter in London.

Fortnum & Mason is a veteran department store. Founded in 1707, it has been loved by the British royal family for more than 300 years. It still holds Queen Elizabeth II's groceries and provides Crown Prince with certification for tea and groceries.

Recently, Fortnum & Mason updated its highly popular Piccadilly series of biscuit packaging, bringing this project to London's local independent brand design agency, Design Bridge. They have done brand service projects for Hellmann, a famous British sauce brand, Cacao Barry, a chocolate brand, Dulux, a paint brand, Lipton Ice Tea, and wine brand Johnnie Walker.

This time, Design Bridge's mission was to design cookies for Fortnum & Mason's Piccadilly line of six flavors (Macadamia, Zinger, Salted Caramel, Chocolate Beans, Lemon Cheese, and Fruit Nut Pancakes). The new packaging is inspired by fine ceramic tableware.

Chory Templeman, design director of Design Bridge, explained: “We were also inspired by the Fortnum & Mason brand, who always used tea and cookies in a matching set of fine ceramic tableware.”

The history of the Fortnum & Mason brand, the architectural details of the earliest Piccadilly stores, and their choice of premium Georgian porcelain, the design team integrated these elements into the new packaging design, giving it a unique sense of luxury.

The difficulty of this project is how to make each new package of the six flavored cookies as unique as possible and allow customers to feel the same series of products.

Design Bridge's approach is based on the composition of six biscuits, carefully distinguishing the shapes and patterns of materials such as macadamia, ginger, and lemon, and displaying them in a hand-drawn design with colors that are highly visually pleasing, and The contrast between metallic and non-metallic tones, while maintaining a fresh look and feel, adds a touch of texture to the treatment, enriching the layering of the entire package. The main tone still chose Tiffany Blue, echoing the colors of the afternoon tea dishes provided in the Fortnum & Mason store.

If you look closely, you will also find that the design team has added exquisite slogan "For extraordinary teatimes" to the packaging cans, while the gold logo is displayed in relief.

In addition, Design Bridge has also updated the structural design of tin cans so that they can be stacked seamlessly on the shelves, optimizing the look and feel of Piccadilly series biscuits on display shelves.

Image credit: Creativeboom