Fortnum & Mason Teas packaging

This case study describes how Fortnum & Mason, a long-running specialist premium food store in London, invested in a redesign that would dramatically increase sales of its tea ranges.

Fortnum & Mason Teas packaging

Decide, & Peter Windett Associates

Executive summary

Fortnum & Mason Piccadilly is London's quintessentially British specialist food store. The store has been selling specialist, premium teas to London residents and visitors alike for over 300 years, but felt that their existing design was not clearly communicating the brand's authority as one of London's foremost tea purveyors. The impact and shop-ability of the extensive tea offer in store was reduced clue to an overly plain and consistent range of packaging (generic tins with tonal stickering).

Teas are the hero product range for Fortnum & Mason, representing...

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